Sony Pictures Releasing is diving into the alternative theatrical content biz. Studio has created a new unit dubbed the Hot Ticket, which will distribute nonmovie content, including concerts, performing arts and sporting events, in high-definition digital projection to select movie theaters nationwide, Variety reports.
Move comes on the heels of the success of Disney’s “Hannah Montana/Miley Cyrus: Best of Both Worlds” 3-D concert pic, which earned $31.1 million on just 683 screens during its Super Bowl weekend bow. It went on to gross $65 million.
Sony becomes the first studio to announce a division dedicated to distributing nontraditional fare on the bigscreen.
The new unit, which will report to SPR prexy Rory Bruer, reflects Sony’s commitment to explore HD-friendly content as North American theaters transition to digital technology.
Hot Ticket’s debut slate of events includes the September conclusion of the 12-year Broadway run of the musical “Rent,” which will feature special closing-night extras and some original cast members. Before that, in August, will be the final staging of Cirque du Soleil’s “Delirium” as it closes its multiyear, worldwide tour at London’s O2 Arena.
