As, arguably, the first big blockbuster film of 2010, a lot will be riding on Tim Burton's take on Alice In Wonderland for Disney. Set for release on March 5th, the movie seems a fairly natural union of director and material, and with Johnny Depp on board too, Disney will be expecting lots of cash in its coffers.

However, just as happened with Rambo a couple of years ago, the film could be falling foul of the UK cinema industry. Rambo was boycotted by the Odeon chain, which had an inevitable impact on box office revenue, yet, it seems that Odeon again, along with Vue and Cineworld - which account for pretty much all but 5% of 3D screens in Britain - are considering giving the film a miss. Considering that Alice is also the first big 3D release since Avatar, Disney will be looking to those screenings in particular to help boost revenues.

The potential boycott is in reaction to Disney's announced intention to shorten the window between a theatrical and DVD release, which the firm contends will also shorten the window of opportunity available to pirates. It's not a million miles away from Paramount's move last summer that saw G.I. Joe: The Rise Of Cobra hit DVD just three months after it debuted in cinemas (although that was, arguably, more directed at getting the DVD on sale for Christmas).

Disney also argues that it makes the vast bulk of cinema revenue in the first eight weeks of a film's release, and, as such, it wants to cut the gap between cinema and DVD from 17 to 12 weeks. That goes against a policy from big cinema chains in the UK that sees them look for a guaranteed four month theatrical window.

The Guardian, in its report on the story, suggests that Disney is looking to earn £40m from the film's cinematic run in the UK. It also notes that Disney has flown in its distribution bosses from the States to talk to UK cinema chains about its decision. However, it's believed that it's a take it or leave it situation that Disney is putting on the table.

While discussions go on to resolve the situation behind the scenes, Odeon and Vue have already pulled all publicity for the film - trailers and posters included - from their cinemas, and Cineworld has restricted its promotions too. Furthermore, Odeon and Vue have stopped taking orders for tickets in advance.

It's an interesting stand-off, and one where the consumer who wants to see Alice In Wonderland on a huge screen - still, surely, the natural home of most movies? - may not get the chance to do so. Wherever you place the blame for dispute, it's surely not the kind of film that you'd expect to effectively go straight to DVD in the UK?

The Guardian