Hulu's Prey became a game-changer for big-ticket streaming releases

When Prey, the latest instalment in the Predator film series, premiered exclusively on Hulu, it signalled a significant shift in the franchise’s strategy. This move by Disney, which acquired 20th Century Fox and its properties, including Predator, sparked conversations about the evolving landscape of film releases. Prey diverged from its predecessors by skipping a theatrical release and going straight to streaming. This decision came as a surprise given the consistent box-office success of the Predator series and its spinoffs. "Prey would probably be a welcome addition to the relatively quiet late-summer release schedule for audiences and theatre owners alike," was the sentiment echoed by many critics and industry observers.

However, Disney's strategy with Prey reflected a broader trend in the entertainment industry, where streaming platforms are becoming increasingly significant. During the pandemic, many studios pushed films to streaming to boost subscriber numbers, but with the box office bouncing back, led by hits like Top Gun: Maverick, there’s a renewed focus on theatrical releases, especially for well-known franchises.

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Business decisions behind the scenes

The decision to release Prey on Hulu was influenced by more than just strategic considerations. Due to a pre-existing deal between 20th Century Fox and HBO Max, any films originating before the Disney merger were obligated to stream on HBO Max. "It's the grandfathered 20th Century Fox/HBO deal," noted Adam B. Vary from Variety. Disney’s determination to avoid sharing its newly acquired Predator IP with a competitor led to the choice to bypass theatres entirely for Prey.

Director Dan Trachtenberg’s comments to Uproxx further illuminate Disney’s intentions. "They’re hoping to really ignite the platform to say, ‘We’re not just putting out the smaller, lower-budget fare,'" he explained, highlighting Hulu's ambition to be a destination for major cinematic experiences.

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Redefining film releases in the streaming era

Prey on Hulu represented more than just another entry in the Predator saga; it’s a landmark in the evolution of film distribution. Disney's decision reflects its commitment to strengthening its streaming platforms, even if it means forgoing potential box office revenue. This move could have significant implications for how major franchises are handled in the future. While the theatrical experience remains a vital part of movie-going, the rise of streaming services as primary platforms for big-ticket releases cannot be ignored. Disney's strategy with Prey might pave the way for more high-profile films to debut directly on streaming services, changing how audiences consume blockbuster content.

(Several parts of the text in this article, including the title, were generated with the help of an AI tool.)