Wonder Woman Forces AT&T & Roku To End Their Petty Squabbles
from the gatekeepers-gonna-gatekeep dept
At the start of this year, AT&T's creatively named streaming app, AT&T TV Now (since renamed HBO Max), was unceremoniously pulled from all Roku streaming hardware after a contract between the two companies expired and they couldn't agree on a new one.
It took more than a year of folks not being able to watch AT&T streaming services for this standoff to finally break, and it required leveraging the strength of Wonder Woman to do so. After being unable to come to an agreement for much of the year, AT&T used its ownership of Time Warner to gain a little leverage on Roku. First, it announced that the anticipated Wonder Woman sequel would be released on Christmas day, but only on HBO Max. Then, it announced a major plan to release most major 2021 theater releases simultaneously on both streaming and in theaters.
As the Wonder Woman 1984 release date approaches, Roku appears to have buckled. The sides this week announced a new deal that will finally bring AT&T's HBO Max to Roku:
"On Christmas Day, the superhero sequel “Wonder Woman 1984” from AT&T’s Warner Bros. will premiere on HBO Max on the same day as in theaters. That heightened the stakes for both HBO Max and Roku. The debut will be the biggest moment yet for HBO Max, a bet that a blockbuster film can boost subscribers at a time when the pandemic has shut down many theaters."
One of AT&T's major asks of Roku and companies like Amazon is that they stop selling access to HBO apps via their streaming platforms, instead shoveling folks toward AT&T's HBO Max platform. After a series of missteps and price hikes (caused by merger mania debt), AT&T lost an astonishing 7 million pay and streaming TV customers in just the last three years. It's now using its Warner Brothers catalog successfully for leverage, given Roku didn't want millions of U.S. consumers waking up on Christmas day wondering why they couldn't watch Wonder Woman with everybody else.
Whether this works out as a broader strategy for AT&T remains to be seen. AT&T's rush to release all Warner Brothers films to streaming has pissed off many mainstream directors like Christopher Nolan and Denis Villeneuve, who say the company didn't really share its plan with many folks at Time Warner, didn't give much (any) consideration on how the pivot impacted union employees struggling to survive, and is basically just a stunt to spur AT&T's lagging subscription numbers:
"There is absolutely no love for cinema, nor for the audience here. It is all about the survival of a telecom mammoth, one that is currently bearing an astronomical debt of more than $150 billion. Therefore, even though “Dune” is about cinema and audiences, AT&T is about its own survival on Wall Street. With HBO Max’s launch a failure thus far, AT&T decided to sacrifice Warner Bros.’ entire 2021 slate in a desperate attempt to grab the audience’s attention."
On one hand, releasing films straight to streaming is a good idea given the public health crisis. On the other hand, these directors are right that AT&T's probably the last company on Earth capable of making such a major pivot with nuance or any serious care of craft, given its repeated bumblings so far. Meanwhile it's ironic to watch AT&T, largely a gatekeeping bully in telecom, suddenly face gatekeeper restrictions as it's forced to actually compete. You can expect a lot more standoffs like the AT&T/Roku affair as media and platform giants begin truly flexing their muscles in a bid for platform domination.
Filed Under: streaming, tv, wonder woman
Companies: at&t, roku