The cinema won: Universal Pictures extends its theatrical exhibition window to 5 weeks

Win the cinema and the exhibitors.

With the new strategy of Universal Picturesthe time that their films will be shown exclusively in theaters will be extended.

The studio is committing to extend its exhibition window to a minimum of five weeks in 2026 with immediate effect, and seven weeks in 2027. Once that period has passed, the film will debut in digital format.

The change in the duration of the display window is a plot twist important:

• It is a direct bet from Universal to movie theaters.
• It arrives in the midst of a crisis in the film industry due to releases on streaming services.
• In addition, it contrasts the strategy used by the same studio during the pandemic, when Universal Pictures negotiated agreements that shortened the theatrical exhibition window to approximately 17 days!, or three weekends. At the end of that time, the film's digital or streaming debut came.

With the latter, it is important to remember that, following the massive closure of theaters during the pandemic, studios tested various release models, including direct release in digital format, PVOD, and streaming, simultaneous release in theaters and streaming, shorter exhibition windows, among others. In some cases it worked, and in others, nothing. This has been called by some in the industry a “failed experiment.”

For those wondering, the current release window for some of the big Hollywood studios is 45 days, before leaving theaters and debuting on digital. Before the COVID pandemic, the showing window was 90 days. By the way, Disney currently has a 60-day deadline.

The romantic drama Reminders of Him It will be the starting engine of the company's new strategy, with a premiere scheduled for this weekend. Other upcoming Universal releases this year include The Super Mario Galaxy Movie, Michaelthe biopic about Michael Jackson, science fiction Disclosure DaySteven Spielberg's return to the genre and alien cinema, the animated sequel Minions & Monstersand the expected The Odissey de Christopher Nolan.

The recently announced Universal's new strategy is a big win for theater chain ownerswho have long argued that the audience is increasingly less willing to pay a movie ticket for a movie that they will be able to see at home in a couple of weeks. This type of commitment is especially significant for the country's movie theater operators, as ticket sales are 20% below pre-pandemic years.

NBCUniversal Entertainment president Donna Langley told the New York Times:

“Our window strategy has always been designed to evolve with the market, but we firmly believe in the primacy of cinematic exclusivity and working closely with our exhibition partners to support a healthy and sustainable cinematic ecosystem“.

The NYTimes was the medium that broke the news about Universal Pictures' change.

SOME INFORMATION:

• Studios often argue that theatrical release is only one component of a film's profitability.
• That's because digital rentals and single-payer deals can offset potential theatrical losses (or, of course, boost profits for top-grossing films).
• Universal's longest theatrical exclusivity guarantee recognizes that a major big screen season ensures a better return on investment.

Another important fact: New Universal Showcase Windows Won't Apply to Focus Featuresthe Universal Pictures subsidiary in charge of producing and distributing style projects arthouse independently.

Focus Features is the company behind the Oscar nominees, Hamnet, Bugoniay Song Sung Blue.