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Issue link: https://digital.macdirectory.com/i/1299064
squeezed into the cinematic schedule or offered PVOD. In the Americas and Europe, digital transaction – PVOD – is accepted and viable avenue for gaining added income. However, about 40 per cent of box office revenues come from markets like China, Brazil and India, where box office is more widely accepted, so PVOD probably won’t be adopted globally. But for the longer term, the option of theater-first alternatives will place added pressure on cinema chains to become more flexible on the exclusivity window and the division of box office receipts. The new normal is anything but normal and all of the participants will have to test and experiment to find the options that work best for them in satisfying the consumer’s entertainment appetite. The industry has to keep in mind Dom’s observation in The Ritual when he said, “My old scoutmaster used to say ‘If the shortcut was a shortcut, it wouldn’t be called a shortcut, it would be called a route.”