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Exploiting the cash baby: Bieber re-release

JustinBieberNeverSayNever.jpgIt's hard to believe that there's a film about Justin Bieber, Justin Bieber: Never Say Never, but there is. What's harder to believe is that despite the worldwide release beginning on the 11th of February and still travelling until 14th of April, it's getting a re-release already.

Not only that but there's a new cut, additional footage, and the release will be replacing the one showing in 3D cinemas, leaving the previous 2D version playing. When you hear the facts behind it, it doesn't feel a release for the fans so much as a release to try and milk the last drop from the fans.

It seems that Justin Bieber: Never Say Never is getting another cut, adding in some forty minutes of additional footage which will no doubt excite the fans. However in order to put in all those extra minutes they're taking out thirty minutes.

The director Jon M. Chu filmed plenty of footage and both he and the studio decided to engage the fans through Twitter and Facebook to find out what they liked the most, and put more in.

Oh it all sounds like some love-in with the fans, and Paramount Vice Chairman Rob Moore was selling that even more:

"...trying to take advantage of options from digital technology that didn't exist before and give fans even more of what they loved from the first version."

Bless. Chu sells it even more through Reuters and Yahoo News:

"I realized I had an embarrassment of riches when I was I in the cutting room...This cut allows me to retain some of the best scenes from the original movie, while incorporating previously unseen footage and new material I shot during our extensive promotional tour on behalf of the movie. Justin's dedication to his fan base is unwavering and I was inspired as a filmmaker to attempt to provide them a unique experience that showed even more of his world."

I think I might cry. Well I would except for the fact that this really isn't about anything more than the money. Sure it's all a business, and it still is pampering to fans, but let's be a little realistic here, the person going back to see this film is seeing forty minutes of new footage but losing out on seeing thirty minutes, and paying full prices. Not just that, but 3D prices.

What's the reason for the Justin Bieber: Never Say Never 3D re-release only? Money. Look at this statement from the article:

The original Never Say Never will continue playing in 2D runs. The cost of a 35mm print makes sending the director's cut to those theaters financially unworkable. Digital prints, however, are a fraction of the cost.

So if you wanted to see the film in 2D, tough, it's going to cost the studio and the distributor too much to get out in to the cinemas, but they'll keep playing the previous version, after all it's only grossed US $51.4 million in the first eleven days of release.

However, remember it's all about the fans, after all it's the fans that will want to pay full length 3D feature ticket prices for this film with forty minutes new footage and ten minutes more running time.

Am I the only one thinking that this really does smell of money grabbing? Bieber fans why don't you hold out and wait for a Blu-ray or DVD with the forty minutes additional footage, and the original thirty minutes still in, with possibly even more. Surely that's better value for money?



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