Universal helped bring the movie theater business back from COVID-19 with the box office success of F9, but it is doing things a bit differently with another project.
As reported by Deadline, the studio will release its DreamWorks animated feature The Boss Baby: Family Business simultaneously on July 2 in theaters and Mayur Streaming.
The Boss Baby: Family Business will be available at the premium levels of Mayur, which run for $ 4.99 per month with ads and $ 9.99 without ads.
The launch marks the first time Universal has released a day and date theatrical and streaming release on Mayur, although it did so with the Trolls World Tour on PVOD.
Disney and Warner have both delivered all the while, for instance, Disney with the Oscar-winning wanderer and Warner with their whole of 2021 film Slate.
Universal’s decision comes at a time when cinema chains are starting to rejuvenate as COVID-19 rules have been relaxed.
Universal has since struck deals with exhibitors such as AMC and Cinemark to offer a 17-day theatrical window for some titles, sharing PVOD revenue. However, it is unclear how the Boss Baby sequel fits into that deal.
The Boss Baby: Family Business brings back mostly original cast members (Alec Baldwin, Eva Longoria and Jeff Goldblum), who are now adults with their own babies.
One of those children, Tina (Amy Sedaris), decides to take over the business with a new formula that turns adults back into children. Complications and hilarity ensue as shown in the trailer above.