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Odeon chain definitely boycotting Alice In Wonderland
Simon Brew
If you want to see Tim Burton’s take on Alice In Wonderland at a 3D showing in the UK, it’s not going to be at your local Odeon…
Published on Feb 22, 2010
In spite of Disney sending over their distribution chiefs to the UK to sort the muddle out, Odeon Cinemas has confirmed that it will not be showing Tim Burton's Alice In Wonderland, which is due out in cinemas from 5th March.
Odeon's decision to boycott showing the film comes as a result of an argument between Disney and the cinema chain over the shortening of the theatrical release window. Disney will be bringing that down from 17 weeks to 12 for the release of Alice In Wonderland, a policy it will be replicating more and more with its releases in an attempt to combat movie piracy.
Cinema chains, as reported last week, weren't best pleased with the news. Specifically, Cineworld, Odeon and Vue were all threatening to boycott showing Alice In Wonderland. Given that Disney is heavily promoting it as being in 3D, and given that 95% of 3D screens in the UK are controlled by those three cinema chains, this was no idle threat that was being bandied about.
It now seems that Cineworld has done a deal with Disney to show Alice In Wonderland, and we've also learned that Vue has too. But for Odeon Cinemas, which also boycotted the release of Rambo a couple of years back, it's a no-go, and there seems little chance it will alter its stance. In a statement it gave to The Guardian last week, an Odeon spokeman said, "As a result of Disney's insistence on reducing at short notice the theatrical window from 17 weeks to 12 weeks on a major 3D title, regrettably with limited availability of 3D screens we have been left with no viable means of scheduling and promoting Alice In Wonderland."
We're perfectly sure that there are two sides to this story - Disney's move is logical, but it doesn't sound like it's gone about it perfectly - but the loser here, of course, is the consumer. For if you want to see Alice In Wonderland in 3D, and your only local 3D screen is an Odeon, you may well be out of luck. IMAX screens, Cineworld, Vue, Showcase, Empire Cinemas and assorted local independents are your best bet.
Alice In Wonderland is out on Friday 5th March. We'll have our review live next Monday.
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