This is interesting to me, especially with many of the theaters in my area (and around the country from what I can see) making large upgrades to their facilities including nicer seating, better menus, and alcohol service in an attempt to draw adult patrons back into movie theaters. I wonder whether this idea will take off since traditionally theater owners have been hesitant to allow early DVD/streaming releases out of a fear that it would hurt box office sales. While the article indicates that Paramount will be offering incentives to theater owners to participate, it will be interesting to see if theater owners take them up on it. I also wonder if any other studios will follow suite or if they'll hold off to see if Paramount's experiment pays off.