I Still Believe was released just last weekend and actually had a fair shot at doing decent business had the coronavirus pandemic hadn’t come and ruined everything for the industry. Now that movie theaters are closing up shop nationwide, Lionsgate and Kingdom Story Company are following the lead of Universal, Warner Bro., STX Entertainment and Sony Pictures by giving the faith-based film an early VOD release. The film will be available for rental via on-demand services beginning Friday, March 27.
Joe Drake, Chairman of Lionsgate Motion Picture Group, had this to say about the decision:
“The theatrical experience is core to our business, and exhibitors are our integral partners and allies. With theaters closed nationwide due to these unprecedented events, we want to continue to make I Still Believe available to consumers. We’re enormously proud of the movie that the Erwin Brothers created and are grateful to be able to share it with audiences for their home viewing pleasure.”
The Erwin Brothers, the filmmakers behind the film, also supported the decision for the early VOD release:
“As filmmakers, we are heartbroken that we can’t share I Still Believe on a big screen the way we intended. We make movies because we love movies and we stand firmly behind the nation’s theater chains, from the largest circuits to the smallest mom and pop indies that have been so dramatically affected by these unprecedented closures. But the safety of guests comes first, and we’re proud to have the opportunity to share online a movie whose inspiring message of love, hope and faith is perfect for these uncertain times.”
I Still Believe, which stars KJ Apa & Britt Robertson, follows the true-life story of Christian music star Jeremy Camp and his journey of love and loss. Faith-based films tend to do decent business at the box office and I Still Believe seemed poised for a decent run as opening day audiences graced the film with an “A” CinemaScore. As of now, the film has grossed $9.8 million after six days of release.
I’m expecting more studios to follow suit with some of their releases that were still playing in theaters or films that have played but have later VOD releases planned. Universal Pictures is making The Invisible Man, The Hunt, & Emma available as early as tomorrow. Warner Bros. will make Birds of Prey available on March 24 with STX following suit with The Gentlemen on the same day. Sony is also making Vin Diesel’s Bloodshot available on that date as well.
