Lindsey Bahr
July 18, 2014 AT 04:00 AM EDT

The summer’s buzziest action movie is now playing…in your living room? Only two weeks after the dystopian epic Snowpiercer hit theaters, RADiUS-TWC (a satellite of The Weinstein Company) made the unusual decision to release it on VOD platforms as well. (It quickly hit the No. 1 spot on iTunes.) But surely they’re cannibalizing their own potential theatrical profits, right? Well, here’s their thinking: According to RADiUS co-president Tom Quinn, what they collect as a distributor on VOD is roughly double the take on the theatrical side. Also, they didn’t have to commit to costly television ads. ”From an industry perspective, [this model is] a game changer,” he says, adding that with $1.1 million in estimated first-weekend VOD plus $2.6 million from theaters, everyone is happy.

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