DirecTV to launch premium video on demand Thursday with 'Just Go With It'

After much feuding among studios and theaters over early delivery of movies to the home, DirecTV is ready to "Just Go With It." The satellite television provider will launch so-called premium video on demand April 21 with the Adam Sandler comedy, just 69 days after the film premiered in theaters.

Consumers will have to pay $29.99 to rent the Sony Pictures movie for 48 hours. That's the first time a major studio movie has been available on television sets that soon after playing in theaters and at that high a price. It will be followed soon by three other movies: Warner Bros.' comedy "Hall Pass," Universal Pictures' thriller "The Adjustment Bureau" and Fox Searchlight's quirky comedy "Cedar Rapids." Exact dates for those films have not yet been set, but they will be available a minimum of 60 days after their theatrical debut. Each movie will be offered for two weeks before disappearing and then, a few weeks later, reappearing at the standard video-on-demand price of about $5. Studios will receive from $21 to $24 of the $30 rental price.