Does everyone remember Screening Room? The proposed VOD streaming service was reportedly set to disrupt the traditional film release model by allowing home viewing of brand-new theatrical films for a higher price than a traditional rental. Causing quite a stir when it was announced, the news about Screening Room seemed to die out, as the years went by and streaming continued to evolve. However, that’s changing now, as the company is back and is looking towards the future, as the theatrical business struggles in the wake of COVID-19.
According to Variety, Screening Room, now dubbed SR Labs, is not only still being developed, but the company has just landed a brand-new CEO, former Sony Pictures Home Entertainment president Man Jit Singh, and secured $27.5 million worth of funding. However, it’s unclear how far along SR Labs is with its proposed model of distribution and method of delivery, though the company claims that it has multiple patents related to “innovative secure delivery architecture.”
Back when it was first being reported, Screening Room apparently wanted to develop the technology that would allow studios to release theatrical films in cinemas and homes at the same time. If a customer wanted to view the film at home, they would pay for a $150 set-top box and a rental fee of $50 per film. Martin Scorsese, Steven Spielberg, Ron Howard, Peter Jackson, and J.J. Abrams were all apparently supporters of the idea. (Obviously, in the four years since the Screening Room announcement, quite a lot has changed with streaming, so it’s unclear if these gentlemen would still support SR Labs.)
But according to SR Labs co-founder, Sean Parker (yes, the same Sean Parker that founded Napster and was featured in “The Social Network”), the primary goal of SR Labs isn’t to see the end of theatrical distribution. Instead, the company wants to save the industry.
“In the face of the SARS-CoV-2 pandemic, our world has been upended by an invisible enemy sparing no country or industry,” Parker said. “The damage has been especially acute amongst film studios and theatrical exhibitors. Since my earliest memories as a child, my hopes, values, and aspirations were shaped by the power of film, and the immersive nature of the theatrical experience. We must do everything in our power to preserve the time-honored tradition of theatrical exhibition at this pivotal moment, when its very existence is under threat.”
He added, “We have endured many tumultuous moments in our history. This too will pass. But in the face of existential threats, it is only by summoning our greatest abilities — our collective creativity and innovative capacities—that we have not only survived, but also prospered. We need to work together to preserve the cinematic experience, not only for writers and filmmakers, but also for the moviegoing public, and for the benefit of future generations who have yet to experience the magic of cinema themselves.”
Obviously, there’s no timetable for a release of the SR Labs product, whatever that might look like. But for those wondering if COVID-19 might have a long-lasting impact on cinemas outside of the current financial situation, it appears that’s the case. At least, it’s giving older ideas another chance to succeed.
