'Bridesmaids' most popular video-on-demand title

"Bridesmaids" has amassed $ 40 million in domestic grosses for viewings that weren't from DVD or Blu-ray.

STORY HIGHLIGHTS

• "Bridesmaids" has racked up 4.8 million rentals in just over four months


• According to Rentrak, this adds up to over $ 24 million in VOD grosses


• "Bridesmaids" grossed $ 169 million over its domestic theatrical run

() -- Break out the bubbly and avoid the questionable meat: "Bridesmaids" is officially the most in-demand movie available on video-on-demand (or VOD).

The Oscar-nominated comedy has racked up 4.8 million rentals in just over four months, according to Rentrak (via a Universal Pictures release), which adds up to over $ 24 million in VOD grosses.

When you factor in over the Internet, pay-per-view cable, viewing in hotels, and paid digital downloads (i.e. electronic sell through), "" has amassed $ 40 million in domestic grosses for viewings that weren't from or Blu-ray.

Those traditional formats still account for the lion's share of the film's home video market -- Universal says the film's taken in over $ 100 million in DVD and Blu-ray sales. But for an industry anxious to know whether the VOD market will prove to be a viable revenue source for the future, this is most welcome news indeed.

"Bridesmaids" grossed $ 169 million over its domestic theatrical run.

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