The simultaneos release of "Bubble" in the cinema and DVD - is it the end of cinema?

The near-simultaneous release of the film "Bubble" in theaters and on DVD has prompted the media world and bloggers to announce the end of shared entertainment such as going to the cinema. One should perhaps not be too hasty.

For a starter cinema attendance has been declining for a while, so the simultaneous release of films such as "Bubble" will not alone be the demise of cinema's. Indeed, the only reason why simultaneous releases will occur is as an acceptancce that cinema attendance has already started declining.

And it certainly accepts the conventional wisdom that thanks to the high comparable cost of going to the cinema's and the broader proliferation of wide screen TV's and DVD players, home is as good a place as any to see great movies, and see them straight out of the gates. For DVD sales are huge, and in need of greater growth, so simultaneous releases may be a route.

The real issue for cinema's is that they're in dire need of some business model and technological developments. Going to the cinema needs to become a broader experience. Perhaps involving gaming and 3D, as well as more exciting social venues. They should become more integrated, dynamic and compulsive meeting places. Plus, the digital experience at the cinema needs to move on.

Then parhaps cinema sales may even stop falling. Until then, lets not be too quick to blame simulatanous releases.