VIDEO : Sony Hack: 'Interview's' VOD Strategy Probably Won't Change Anything

Some have claimed The Interview's unorthodox rollout marks a paradigm shift toward day-and-date theatrical and VOD releases. But most insiders believe that as long as major theater chains refuse to play movies simultaneously available elsewhere, it doesn't make sense for big studios to pursue the strategy. B. Riley & Co. analyst Eric Wold says, "It did well in its opening weekend, but once it expanded to iTunes and cable VOD, the theatrical box office dropped significantly.