New releases will be key to success of Eircom’s on-demand film service

The market for on-demand film entertainment might feel crowded, but Eircom believes its new video-on-demand service for eVision and eFibre customers will benefit from having access to new release rentals in the traditional DVD rental window, or three to four months after theatrical release.

Eircom, which has been promoting the new service around the country this week via a “Cinemobile” cinema-in-a-truck, will also allow customers to either stream and download films through both the eVision box and to enabled mobile and tablet devices. The company has cut deals five of the six big movie studios, with an agreement with the sixth, Warner Bros, almost signed off. It also has a number of deals with independent studios, which should make its catalogue nice and wide.

New releases cost €3.99, a lower price than that charged by its competitors UPC and Sky for the same titles, and Eircom's Jon Florsheim says this pricing was set with the push for eVision and eFibre recruitment in mind. He adds that the service is not comparable to Netflix, which tends to operate in a slightly later pay-TV window.

Pressure on windows

The proliferation and popularity of on-demand platforms has put pressure on the traditional schedule of release windows, however, with Netflix hinting it might pursue deals in the US involving a much reduced window of 30-45 days of theatrical release.

Regulators, too, are watching this space. Neelie Kroes, Europe’s commissioner for the digital agenda, has said she is troubled by a “lack of flexibility” in the release windows system and has advised the film industry to “use new, exciting digital channels to the full”.