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German Theatres boycott Avenger’s, Protest Rising Terms

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193 German cinemas (representing 686 screens) have banded together to protest terms agreement’s for Disney’s Avengers: Age Of Ultron by refusing to screen the film.

The theatres, primarily located in small towns with populations under 50K, have seen terms up from 47.7% to 53%. Disney also cut its ad spend and has dropped provisions of advances for 3D glasses.German cinemas in small towns have traditionally been offered reduced terms to ensure the viability of their operations. Disney’s move appears to bring provincial terms in line with those offered to major cities and chains.

German cinema organisation I.G. Nord, which represents mainly small theatres, was calling for 50% terms which it had failed to reach at the time of the movie’s April 23rd opening date. The group has previous experience protesting terms, having organised similar cinema action in 2003 over terms for “Hulk”.

For NZ cinemas the higher level terms levels being discussed will come as no shock. What’s truly noteworthy is that European distribs/exhibs are negotiating in fractions of a percentage rather than our traditional 5% increases and drops.

On a hilarious note, UK paper The Telegraph is reporting “that 686 theaters in 193 mostly small towns refused to show Avengers: Age of Ultron. A classic case of reporters being enormously confused by the word ‘theatre’.


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