DirecTV CEO Says $30 Price for Premium Films Is ‘Too High’
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DirecTV Chief Executive Officer Michael White said demand for films offered for rental just eight weeks after their theatrical release has been “small” because the price of $29.99 per movie is “awfully high.”
DirecTV, the largest U.S. satellite-TV provider, began offering some Hollywood studio films on demand in April for $29.99 after 60 days. Historically, pay-TV providers had waited 90 to 120 days before airing movies on television.