Blog

A different philosophy is evident at Gigantic Digital Cinema. Headed by Mark Lipsky, a marketing executive who held top posts at Bravo, IFC, and Miramax, Gigantic is set up as a virtual art house. For $2.99, viewers can watch the sort of first-run fare that typically shows at the Ritz theaters.

Some of Gigantic's titles, such as Must Read After My Death, are released simultaneously in theaters, but under an agreement that blacks out those markets so Gigantic isn't in direct competition.

"We're trying to stay as close to the theatrical experience as you can have online, except nobody's kicking your seat," says Lipsky. "More and more, the new generation of TVs have upgraded connections so that connecting your computer will be no different than connecting a DVD player."

Indeed, the new wave of HDTVs - some already in stores, more due for the holidays - could change viewing habits dramatically. The Yankee Group market research company predicts that 50 million Americans will have Internet-ready TVs by 2013.

Read more