Video-on-demand and the myth of ‘endless choice’

Roderik Smits (Research Associate, University of York) reports on the state of video-on-demand access in the UK for The Conversation

“If you like independent, art-house films or other specialised movies, you may have heard of the Romanian comedy-drama Sieranevada, which was released in 2016. The film was formally premiered as part of the main competition programme of the prestigious Cannes Film Festival and was subsequently shown at other international film festivals, including TorontoNew York and London.

Due to its success on the festival circuit, Sieranevada was reviewed by 48 international film critics, and received a positive rating from 92% of them. Among these were UK-based trade journals, such as Sight and Sound and Screen International as well as mainstream newspapers The Guardian and The Telegraph. But while this publicity generated audience interest in the film, it has yet to secure distribution that would allow UK audiences to actually watch the film – it’s not in cinemas, on DVD/Blu-ray, nor on online video-on-demand platforms (VOD).

The development of VOD has provided new opportunities for films to reach audiences. In particular, specialised films with traditionally limited distribution opportunities have taken advantage of this development. But are online audiences presented with an endless choice? Not really. So why is this?”

Read the full article here.