Universal Pictures will ask some customers to pay $60 to see the new Ben Stiller and Eddie Murphy comedy Tower Heist, and no, it's not a joke.
The premium fee will apply to a special Video On Demand release strategy, which will allow residents of Portland and Atlanta to watch the movie from the comfort of their homes while it's still in theaters.
It's not the first time a movie has been offered on VOD and in theaters at the same time, but Universal is testing the strategy as it might apply to a major release with big name stars.
Watching a newly released blockbuster from the comfort of the couch is an interesting proposition, but at $60, we'd probably rather huff it to the theater and order a big popcorn and gummy bears. What do you think?