It'll happen more and more. With pirated copies everywhere, companies have now realized that releasing on a long schedule just isn't the most profitable option any more. Too many people bring video cameras to the theater and too many people download it online before the DVDs come out. The movie companies are now realizing that there is a great demand for the DVD right away. Where there is great demand, there is great profit.
Semi-relavant article:"On top of shrinking the movie supply, another option that analysts point to is an accelerated DVD cycle. Certain movies could have a more limited theater release so as to generate just enough buzz to drive home video sales. This way, analysts say, Hollywood studios can cut back on their soaring marketing and distribution costs and get DVDs, a bigger moneymaker than box office ticket sales, to consumers faster.
One current example, according to Pandya, is "Crash," the star-studded drama about race relations in Los Angeles that opened this past Friday. The movie, said Pandya, "didn't open in 3,000 theaters like everything else." Lions Gate Films, the film's distributor, decided to do a smaller release on the hope the film will find a bigger audience with DVD sales."
Bubble, the first movie to test it. "Soderbergh's plan to release Bubble, his quirky murder mystery set in a small Ohio town, simultaneously in theaters, on DVD, and on cable television...Over the years Hollywood has built up a chain of sell-through "windows" from which it has reaped billions of dollars. The first is your neighborhood theater. After about four months, the DVD becomes available. Later the movie appears on pay-per-view television, then on premium cable networks, and finally on broadcast TV.
Until recently it would have been unheard-of to radically alter this system. Most large multiplex chains boycott movies released in other formats during their theatrical runs. But these days, it seems, nothing is sacred in Hollywood. Movie attendance fell last year by 7%. DVD sales, which generate the bulk of the industry's revenues, are slowing. At the same time, technology is transforming the way everybody consumes media. Media company CEOs who want to appear forward-looking--like Disney's Bob Iger and Time Warner's Dick Parsons--talk about collapsing the windows so that they can spend less on marketing and wring more money out of movies as soon as they hit the theaters. Peter Chernin, COO of Rupert Murdoch's News Corp. (Research), talks of releasing movies via video on demand 60 days after they appear in theaters. In short, the movie industry seems to be moving in Soderbergh's direction and turning a deaf ear to Shyamalan's protests."