Odeon ends Alice in Wonderland boycottThe UK's biggest cinema chain has reached an agreement with Disney to show Tim Burton's 3D fantasia on its screens, just hours before the film's world premiere in London
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Adam Dawtrey guardian.co.uk, Thursday 25 February 2010 13.07 GMT Article history
Green light … Mia Wasikowska in Tim Burton's Alice in Wonderland, which will now be seen in Odeon cinemas
Odeon has struck a deal with Disney to screen Alice in Wonderland in its cinemas across the UK and Ireland.
Alice in Wonderland
Production year: 2010Country: USADirectors: Tim BurtonCast: Alan Rickman, Anne Hathaway, Helena Bonham Carter, Johnny Depp, Mia Wasikowska, Stephen FryMore on this filmThe agreement was announced just hours before Tim Burton's 3D movie was due to have its world premiere at Odeon's Leicester Square flagship, in the presence of Prince Charles.
"I always felt that we'd get a deal on the morning of the royal premiere," said one executive close to the negotiations.
The UK's three big cinema chains – Odeon, Vue and Cineworld – initially threatened to boycott Alice in Wonderland in protest against Disney's plan to shorten the theatrical run by bringing forward the DVD release date.
Disney wants to release Alice in Wonderland on DVD just three months after the cinema opening on 5 March, instead of waiting the customary four months. Disney believes such flexibility is necessary to combat piracy, but exhibitors fear it will undermine their box-office takings.
Cineworld was the first to break ranks when it struck a deal last week to screen Alice in Wonderland, with a 13-week window until the DVD release. Vue followed suit on Tuesday, but Odeon, the UK's largest chain, continued to insist publicly that it would not book the film. However, negotiations were still taking place behind the scenes, resulting in today's announcement of a compromise.
"An enduring agreement has been reached encompassing all the different aspects of both companies' commercial relationship," said Odeon in a statement. "As a result of this agreement, Odeon is pleased to confirm that it will be able to continue with its plans for significant investment in new cinemas, in digital technology, in 3D capability and the other exciting developments designed for the increased enjoyment of all its customers."
Under the deal with Cineworld, Disney reportedly agreed to break the four-month theatrical window for only three films (including Alice) over the next two years. Odeon is understood to have secured a longer and more substantial guarantee from Disney to protect the theatrical window, as well as a fresh agreement on commercial terms.
Disney is also trying to impose the shorter window for Alice in Wonderland in the US, Italy, the Netherlands and Belgium. In the US, two of the three biggest cinema chains, Regal and Cinemark, have agreed to screen the film, but the third, AMC, is still holding out. Dutch and Belgian exhibitors are also still insisting that they will not book Alice.
Alice in Wonderland, based on Lewis Carroll's classic books, was filmed mainly in Devon and Cornwall. Burton, who lives in the UK, used a largely British supporting cast, including Stephen Fry, Helena Bonham Carter, Alan Rickman and Matt Lucas, alongside Australian actor Mia Wasikowska as Alice, Johnny Depphttp://www.ecranlarge.com/upload/movies/images/movie13403/large_453183.jpg as the Mad Hatter and Anne Hathaway as the White Queen.
Tonight, there will be 26 regional premieres of the film around the UK, where audiences will also see live coverage of the Leicester Square
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