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April 20, 2011 by · 1 Comment 

Despite angry opposition by theater owners and several prominent directors, DirecTV plans to launch its premium video-on-demand service on Thursday, offering movies from Sony, 20th Century Fox, Universal and Warner Bros. that are still in theaters. Each of the movies will cost $29.99 for 48 hours. The service, which will only be available in homes that have DirecTV’s HD DVRs, will premiere with Just Go With It, starring Adam Sandler and Jennifer Aniston, which made its theatrical bow nearly 11 weeks ago on February 11. Upcoming films on DirecTV’s Home Premiere schedule include The Adjustment Bureau, Cedar Rapids, and Hall Pass. Theater owners have expressed concern that the VOD package will cut into their business. However, Just Go With It is currently playing in only 326 theaters; Cedar Rapids in 47; The Adjustment Bureau in 348; and Hall Pass in 333. The question that can’t be answered until the initial films make their VOD debut is, how many people will be willing to spend $29.99 to rent a movie that will cost DirecTV’s VOD subscribers $5.99 to rent in a few weeks?