Though PVOD hasn’t happened yet, some pundits feel it’s only a matter of time. Industry players don’t want movies to be available on PVOD simultaneously with theatrical releases because the first two weeks of a theatrical run are still when studios and exhibitors make the bulk of a movie’s income. PVOD is a term for titles that would be available to rent or buy before being made available on most streaming services or through Blu-ray and DVD releases. If and when movie studios and exhibitors agree on a premium video-on-demand (PVOD) service, Apple’s iTunes will have the upper hand as the delivery platform, according to Business Insider.
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