The number of independent films that have been released simultaneously in theaters and on video on demand has doubled from 2009 to 2011 and is expected to rise an extra 30% this year. Case in point is the Kristen Dunst vehicle Bachelorette, which made $418,000 in theaters and $5.5 million from VOD.
Said Kevin Iwashina, managing partner of film production and sales company Preferred Content, "It has become harder to generate revenue from independent movies [in theaters] and VOD is our next best option. This is how we're putting a Band-Aid on our business."