One of last year's saddest movie stories was how much of a flop Dredd 3D was at the box office. I wasn't personally its biggest fan but I could appreciate what they were doing and would have liked to see it developed more in a sequel. But making nowhere near its meager $50m budget pretty much sealed its fate as a stand alone film. There seems to be a similar feeling about The Last Stand this year, only recently released in the UK but already consigned to its flop status in the US, with Stallone's Bullet to the Head not looking particularly healthy either.
However, once Dredd was released on DVD and Blu-Ray it has done incredibly well, despite criticism of the 2D Blu-Ray's picture quality. It was top of the Amazon charts for a fair while and has become the biggest seller so far this year. Clearly there were people out there who want to watch it and I've heard from many others who would have picked up a copy straight after seeing it in the cinema if it was available. Others have taken a chance on it via LoveFilm and the like, pleasantly surprised after not being aware that it was unconnected to the 90's Stallone version.
The Last Stand was covered in the recent episode of Half in the Bag and while I was slightly surprised by Mike and Jay's negative reaction compared to some other critics, they also made some good points. In particular Jay's disappointment at watching it in the cinema as opposed to at home with a bunch of buddies, who could laugh and poke fun at it more freely. There are still occasions where being in a theatre full of strangers cheering or laughing at the same thing can be a great experience but that more mocking tone of criticism is something best left among friends as you never know who might be offended by it. It would also be especially awkward in a near empty cinema that I would expect for these films.
I look back at the golden age of action movies in the 80's and question if the people watching in cinemas then would still go out to see films now. Looking at people of my generation, we were likely never part of the cinema audience anyway, as I'm sure many teenagers discovered classics like Commando on VHS, with friends whose parents would look the other way. If you're grown up thinking of action films as a great group experience, it becomes more difficult to organise a group trip to the cinema as friends get older and start their own families. The Expendables films have somehow managed to tap into this nostalgia factor and convince enough people to put up with exorbitant prices and stale popcorn to get that 'cinema experience'.
So would most action films be better out of the cinema - or at least with DVD and digital distribution options available simultaneously? It's not just action movies that people want to have available at home immediately but it does seem like a particularly good fit in this case. Sadly there are still many business hurdles to work out for this to come to pass and I imagine film producers would see it as lost revenue to only make one DVD sale compared to a ticket for each viewer. This might be true in some cases but I'm sure there are plenty of examples of watching with friends and word of mouth leading to people buying their own copies.
This is all hard to prove though and there could still be future films that do incredibly well in the cinema. The Last Stand and Bullet to the Head may have actually deserved to fail from a quality perspective, though Dredd still feels like it didn't deserve its reception at all. All I can say for sure is that I would personally much rather be able to watch films at home more easily and I wish there was less of a stigma to a title going 'straight to video' - whatever the video format may be.
