October 20, 2004

Flexplay gets Acquired, Announces the First "Trimultaneous" Release

Flexplay, the self-destructing DVD manufacturer, has been acquired by the Convex Group according to a recent press release. Even more interesting than that? Convex is playing with some new distribution models:

The first original motion picture to be nationally released on the Flexplay platform is NOEL, a star-studded holiday drama that premiered recently at the Toronto Film Festival. Directed by Chazz Palminteri (A Bronx Tale, Bullets Over Broadway) and written by David Hubbard (Delivering Milo), the film stars Oscar( winner Susan Sarandon (Dead Man Walking, Thelma & Louise), Penelope Cruz (Head in the Clouds, Vanilla Sky) and Paul Walker (The Fast and the Furious, Pleasantville).

The Convex Group's distribution of NOEL marks the first "trimultaneous" release of a feature film, designed to offer consumers multiple viewing choices while also generating awareness about Flexplay. This innovative distribution strategy extends through the 2004 holiday season, including a limited nationwide theatrical release beginning November 12; a special one-night-only airing on Turner Network Television (TNT) on Sunday, Nov. 28, at 8 p.m. (ET/PT); and simultaneous online availability of the NOEL on Flexplay DVD exclusively through Amazon.com.

Flexplay has had mixed results with test marketing this year, but Convex looks like they're willing to get more aggressive. I'm a bit skeptical of the Flexplay model though -- there's a ton of competition from VOD, online renters, cheap store rentals and the used disc market. Combine those roadblocks with the daunting task of educating consumers and it's easy to see what I mean.

I do anticipate some interesting promotional uses in Flexplay's future. How about a contest disc with hidden clues? Or maybe a partner can "seed" the public with sneak peak discs of an upcoming release to ferment buzz (as opposed to renting theaters). I'm still wondering why they aren't getting their discs used as award screeners by the studios though...

MCN Press Release: Another Distribution Variation