Last weekend, Margin Call opened in movie theaters the same day it became available via video on demand. What happened next defied all expectations.

Between 56 theaters, the indie financial drama grossed a total of $561,904; on average, that adds up to a whopping $10,034 per screen (any movie that registers $5,000 per screen is generally considered a smash hit). But many of those who went to the theater on opening weekend also had a choice: Margin Call was simultaneously available for discounted purchase via Time Warner Cable, Blockbuster On Demand, iTunes, Dish, etc. In some markets, the VOD option was nearly 40% cheaper than the cost of a movie ticket.

via//: http://entertainment.time.com/2011/10/28/whos-scared-of-streaming-could-margin-call-upend-the-hollywood-business-model/#ixzz1cOAgP6Wu