Sky to screen new film on same day as theatrical release
UK LONDON - BSkyB is to show a brand new, award-winning feature film on its pay-per-view film channel on the same day as it is released in UK cinemas in a deal with Curzon Artificial Eye.

The foreign film, 'The Edge of Heaven', will be released in Curzon and City Screen cinemas on February 22, and on the same day will be available to Sky subscribers.

It is first film in the UK to be released simultaneously on pay-per-view and at the cinema. A full-price cinema ticket at Curzon's Central London cinemas costs £10.00 and Sky will be selling the film at £9.99.

Films waiting 12 weeks for DVD and 6 months between windows is the usual minimum. This move reflects a change in consumer demand and it will be interesting to see how it pans out. The extra exposure for the film has already raised its profile to a much wider audience. Though the real question will be if the public will hand over their money.

Philip Knatchbull, chief executive officer, Curzon Artificial Eye, said: "It is often the case with non-Hollywood titles that many cinema-goers are aware of the film's release but don't have access to a cinema showing it. This deal means they will now have the opportunity to see it on release."