There seems to be multiple strategies at play with regards to when a film is being released by a major studio due to COVID-19. First, you can just delay the film until theaters are reopened and life is somewhat back to “normal.” Second, you can sell the film off to a streaming service, placing the release strategy on them and move forward with new projets. Or third, you can skip theaters entirely and just release the film as it is, on Premium VOD (PVOD) at a higher price. In the case of “The King of Staten Island,” a film that was supposed to be released at SXSW and then in theaters shortly after, Judd Apatow decided for the controversial, unproven third option.
In a new interview with The Atlantic, the filmmaker behind the R-rated comedy film starring Pete Davidson and Bill Burr explained why he thinks the only option was to release the film on PVOD at this moment. And no, it had nothing to do with wanting to test the PVOD waters and screw over theaters. Instead, he thinks the film just fits perfectly with the time we’re all living in right now.
“I felt like the movie was somehow destined to be seen right now,” explained Apatow. “It’s about trauma, first responders, how families deal with loss. It’s meant to be funny, and emotional, and healing, and so much of it applies to what we’re all experiencing.”
He added, “So I just felt like it’d be wrong to hoard it for a year while waiting for theaters to reopen. Hopefully it’ll give people a break and be entertaining and help people through this in some small way.”
Of course, you can’t be a major studio like Universal and release a major comedy film like “The King of Staten Island” on PVOD without a bit of controversy. Especially when you consider that massive theater chains like AMC are fighting for survival and need all the support they can get from studios. Apatow knows that right now is a strange time for studios, cinemas, and the theatrical experience. And yes, it may seem like some adult dramas and R-rated films aren’t getting the support by studios that they used to enjoy in the past. But it’ll all work itself out in the end.
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“When I look at last year, there were so many fantastic movies. Is someone still letting Noah Baumbach make ‘Marriage Story?’” said the filmmaker. “As long as there’s a way for daring filmmakers to get enough money to do what they want to do, it’ll all work out. Last year, you had ‘Parasite’ winning Best Picture, you had ‘Uncut Gems,’ all these movies got made. So I think they’ll be fine. It’s just going to be super weird for a while.”
“The King of Staten Island” is available now on PVOD.