Director Steven Soderbergh has called the movie business "out of whack" as he prepares to release his latest film in cinemas, on DVD and TV simultaneously.
Soderbergh screened Bubble at Venice earlier this month
"The studio model has to be rethought," he told Hollywood Reporter. He has made low-budget murder mystery Bubble with US company 2929 Entertainment.
The film will be released in January in cinemas and on DVD. On the same day it will be made available on cable TV.
"I want them to sell Bubble DVDs in the theatre lobby," said the 42-year-old.
Studios are concerned that launching DVDs on the same day as cinema releases will jeopardise box office takings.
But Soderbergh believes it is time for the industry to embrace change and new models of distribution.
"Everything changes and evolves," he said. "We've got to get with it, embrace it and find a way to make it work.
"This is my response to certain trends in the entertainment industry," he continued.
"The movies are not the way they used to be when I grew up."
'Just the beginning'
Shot on location along the southern Ohio-West Virginia border, Bubble was shot for $1.6m (£897,000) using the same high-definition Sony 950 cameras George Lucas used on his Star Wars prequels.
"These cameras make it easy to go in without any lights on all real locations," said Soderbergh.
The film is the first of six films the director will make under the 2029 deal.
"I had so much fun doing this one, I wish I could do the rest of them right away," he said.
The film was shot using high-definition digital technology
Bubble, which screened at the Venice Film Festival earlier this month, will be shown at the London Film Festival in October.
It will be released in the US on 2929's Landmark Theaters cinema chain, a nationwide chain geared towards arthouse and independent films.
It will simultaneously be made available on its cable TV channel, HDNet Movies, and through its new DVD division.
"Bubble is just the beginning," said 2929's CEO Todd Wagner.
"It's a process of learning the best way to package and integrate and market movies."
The boom in DVD sales have led some film-makers to call on studios to bring their release forward.
But while they have narrowed the gap between film and DVD release, the major studios have yet to embrace simultaneous distribution.