Premium VOD Is a Failed Experiment, Imax CEO Rich Gelfond Says

“Streaming, I think, is an alternative … but I think PVOD just doesn’t work,” Gelfond said on Wednesday

Imax boss Rich Gelfond is convinced premium video on demand releases are a nonstarter.

The premium video on demand push generated a lot of interest in the last six months, with audiences stuck at home and studios twiddling their thumbs on new releases because of theater closures due to the novel coronavirus pandemic.

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Trey Williams

Trey Williams

Film Reporter covering the biz • trey.williams@thewrap.com • Twitter: @trey3williams