Pay-Per-View Interests Focus on ‘Tommy’

The pay-per-view industry will be watching closely when the Who takes the stage at the Universal Amphitheater Aug. 24 to perform the rock opera “Tommy.”

The reason is simple: If PPV is going to grow, it must find events beyond wrestling and boxing that will attract viewers. PPV executives hope rock concerts will be the next big cash draw. If “Tommy” proves successful, expect a rash of televised mega-rock events.

“We’re doing more promotion with ‘Tommy’ than has ever been done,” says Jeffrey Reiss, who heads Reiss Media Productions, which is distributing the show. Both Budweiser and Musicland, which are underwriting the Who tour, are helping to publicize the event. “Tommy” can be seen on pay-per-view for $19.95.

The show, which is being produced by DIR Broadcasting, will have the potential to reach 11 million homes. All three major PPV networks will telecast it, as will independent cable operators who offer only occasional PPV events.

The performance has been well-stocked with celebrities. Among those joining the Who are Phil Collins, Billy Idol and Elton John.

But the producers have an added hurdle that could dent sales. The show will air for free on Fox Broadcasting in mid-September.

“When it runs on Fox, it’ll probably be an hour shorter and interrupted by commercials,” Reiss predicts, without sounding concerned. “(Fox viewers) are not going to really see it. The unedited version will be a different show.”