In a sign of an increasingly competitive on-demand landscape, Dendy has announced it will cease to operate its VOD service, Dendy Direct, from mid-May.
Dendy first launched the service in August 2014, before players like Netflix or Stan had hit the market.
In a statement, the company said: “Since launching the on-demand service four years ago, there have been several disruptors to the Australian VOD landscape which has changed consumers attitudes and viewing behaviours. The pressures of keeping up with rapidly changing technology have become too challenging for a local independent business. Dendy has decided to focus on its core business of delivering quality cinema experiences to the Australian consumer.”
Last September, Foxtel and Dendy announced they would partner on a PVOD model which would see films released on Dendy Direct/the Foxtel Store one week after a theatrical run. Dendy has told IF it is no longer positioned to run this program, however a Foxtel spokesperson has said that Foxtel would be happy to work with Dendy on future PVOD opportunities, noting they have a good relationship.
Films like Australia Day, 2.22, The Girl with All the Gifts, The Limehouse Golem, Shot Caller and Sweet Virginia were released via this model, which was branded as Dendy Marquee on the Dendy Direct site.
Dendy Direct will cease operations on May 14.