Movie theater owners are urging for a longer exclusive theatrical window for films, hoping to revive box office performance, which has yet to return to pre-pandemic levels. Cinema United, the trade group formerly known as the National Association of Theatre Owners, called for a minimum 45-day exclusivity period before movies become available for home streaming. Michael O’Leary, president and CEO of Cinema United, emphasized that shorter windows directly impact theater attendance during a film’s opening weeks, which in turn affects box office revenue. He argued that medium and smaller-budget films especially suffer, as they may struggle to build an audience when streaming options are announced too soon.
The debate over movie release windows has sparked tension between theater owners and media companies, as the industry tries to adapt to changing consumer habits and the rise of streaming services. Traditionally, films would have exclusive theater runs lasting 90 days or more, but the growth of streaming platforms, alongside the COVID-19 pandemic, pushed media companies to shorten these windows. Currently, films may appear for home viewing in as little as 17 days after their theatrical debut. This reduction in the exclusivity period has contributed to a decline in box office revenue. In 2024, box office earnings in the U.S. and Canada totaled $8.6 billion, still 25% lower than the $11.4 billion earned in 2019, before the pandemic.
Theaters believe that having a more consistent release schedule, with a 45-day exclusivity window, would help boost their business. Additionally, they are advocating for studios to stop promoting streaming release dates while films are still showing in theaters, as it confuses potential moviegoers. Bob Bagby, president and CEO of B&B Theatres, stated that announcing streaming availability too early undermines the theater-going experience, creating uncertainty for consumers.
While Hollywood studios have shortened theatrical windows to maximize earnings from at-home streaming, they maintain that many films make most of their box office revenue within the first few weeks of release. However, at the CinemaCon industry event, Sony’s Tom Rothman expressed a willingness to collaborate with theater owners to find flexible solutions for release timing and pricing, though he did not provide specific details.
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