The Journal says that Paramount has made deals for two movies right now and with only two theater chains. They're two of the biggest chains, however: AMC and Cineplex. That they're willing to sign on suggests that Paramount has worked this out in an appealing way, but the studio will have to get the other major chains to sign on if it wants to extend this practice to big-budget films, like Transformers, as the Journal says it intends to. Paramount has reportedly only spoken to those two chains so far, but it intends to offer the same deal to others.
SMALL DISTRIBUTORS HAVE ALREADY BEEN MOVING UP HOME RELEASES
The two films that Paramount will start this process with are Paranormal Activity: The Ghost Dimension and Scout’s Guide to the Zombie Apocalypse. These are both low-budget films, and it makes sense to test this new model on them. They're likely to have a smaller audience at the box office, so quickly turning around and marketing on demand sales could help boost their viewership. Larger films also run in theaters longer, so shortening the window may not have as much of an impact — in fact, in some instances, the shorter window may not be noticeable at all.
Paramount's plan to shorten the release window is big so far as big studios and big movies go, but it isn't entirely unprecedented. That's especially true when looking at its first two films. Indie distributors have already been releasing movies in theaters and on demand with only a small gap between them, if not simultaneously. It's essentially the same model, but possibly even more helpful since those distributors don't have the marketing budgets to create the same type of buzz that Paramount can.
That makes this move a step toward simultaneous theatrical and on demand releases, but only a small one. Studios are becoming more aware of how people want to watch movies — and with the money that studios are throwing behind their films, they need to do everything that they can to make sure people are interested and able to pay.
http://www.theverge.com/2015/7/8/8914439/paramount-shortening-theatrical-release-window