A little over a month since its wide theatrical release, Birds of Prey (And the Fantabulous Emancipation of One Harley Quinn) was released digitally on home video. Two weeks after the early video release, the latest DC Extended Universe film has taken on a different surprise strategy.
After originally debuting on home video for $19.99, the film has taken a massive price cut to rent, with the price now at $5.99. Most major Hollywood films hold out their new release rental prices for at least a month following their arrival on home video, making Birds of Prey‘s strategy largely unprecedented.
The gamble by Warner Bros. appears to be paying off, fortunately, with the DCEU film currently the most rented film on iTunes. Two weeks ago, it had debuted at the #2 slot with its higher rental price point and slid further down the top 10 charts the subsequent week.
With audiences staying inside in the face of the ongoing coronavirus (COVID-19) pandemic, Birds of Prey‘s early move to home video and rental price cuts have proven key to audiences that may have missed the film in theaters upon its initial release in February. And should the strategy continue to prove successful, other Hollywood studios may follow suit to bring their own films to wider audiences staying at home.
Directed by Cathy Yan and written by Christina Hudson, Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn) stars Margot Robbie, Mary Elizabeth Winstead, Jurnee Smollett-Bell, Rosie Perez, Chris Messina, Ella Jay Basco and Ewan McGregor. The film is now available on digital HD.
Two weeks after arriving on home video, Birds of Prey has severely dropped its rental price—and the move is already paying off.