Universal is lengthening the exclusive cinema release period for its 2027 films to 45 days (seven weekends), as confirmed by Deadline. However, this extended window won’t apply to Focus Features movies from Universal, which will maintain a theatrical run of approximately 17 days.
It’s worth noting that Universal already has a precedent of releasing its major studio productions for an exclusive five-weekend theatrical run.
During the COVID-19 pandemic, Universal implemented a distinct strategy: films grossing under $50 million at the box office had a 17-day theatrical exclusive before moving to Premium VOD, while those exceeding $50 million enjoyed a 30-day window before PVOD release. This formed part of a financial “waterfall” approach to maximize revenue, with Peacock acting as the initial paid streaming window, and Amazon following for certain titles.
This morning, Donna Langley, chair of NBCUniversal Entertainment, officially announced these windowing plans to the New York Times.
She stated, “While our windowing strategy is continuously adapted to market changes, we strongly advocate for the importance of exclusive theatrical releases and collaborating with our exhibition partners to foster a robust and enduring cinematic environment.”
Adam Aron, CEO of AMC, who had previously clashed with Langley in the media regarding shortened theatrical windows during the pandemic, expressed his delight on X today: “Momentous news. My utmost commendation goes to NBCUniversal Chairman Donna Langley and her team, Pete Levinsohn and Jim Orr. I cannot overstate my admiration for Donna Langley’s leadership at Universal. She is, first and foremost, an exceptional filmmaker. Beyond that, her grace, business acumen, and courage in making impactful decisions that bolster the entire movie ecosystem are remarkable.” Aron has been a proponent of studios adopting 45-day windows since last year’s CinemaCon.
Langley reiterated to the NYT, “Universal’s commitment to being a theatrical-first studio is evident in our diverse film slate, our dedication to filmmakers, and our continuous investment in the creative community.”
The duration of a film’s exclusive theatrical run is usually based on its box office performance. A movie only undergoes a shorter 17-day exclusive window if it performs poorly or if the studio anticipates limited revenue potential.
Theatrical releases continue to serve as a vital marketing tool, enhancing a title’s visibility across subsequent distribution windows. This became particularly clear during and after the COVID-19 pandemic, when Universal, Warner Bros., and other studios began exploring simultaneous theatrical and streaming releases. Universal pioneered this dynamic model with Trolls World Tour, which generated over $100 million in home entertainment revenue. Other Universal titles that launched day-and-date in cinemas and on Peacock included the two most recent Halloween films and Five Nights at Freddy’s, which achieved the highest opening for a same-day theatrical and streaming release, earning $80 million domestically over three days. However, its sequel was released exclusively in theaters in December.
Universal’s announcement regarding extended theatrical windows comes amidst industry concerns that Netflix co-CEO Ted Sarandos might further shorten them, especially given the streamer’s past bid for Warner Bros. Historically, Sarandos publicly expressed skepticism about traditional theatrical runs, favoring event films directly on streaming. Yet, during Netflix’s pursuit of Warner Bros., his stance shifted, ultimately advocating for a 45-day theatrical window. (It should be noted, however, that Netflix has not yet demonstrated this distribution model for any of its titles in a widespread release across 2,000-4,000 locations).
Perhaps, with high-profile event films like Greta Gerwig’s Narnia (already slated for IMAX release at Thanksgiving) and the Brad Pitt Once Upon a Time in Hollywood sequel, The Adventures of Cliff Booth, Netflix’s approach to theatrical windows might evolve.
Among leading studios, Disney has already implemented a 60-day exclusive theatrical window before PVOD release since the pandemic (and an even longer period, often 90-100+ days, before streaming). Their pandemic-era day-and-date strategy involved an additional charge for Disney+ subscribers to access films like Mulan, Jungle Cruise, Cruella, and Black Widow.
The release of Black Widow notably led to a legal dispute with Marvel star Scarlett Johansson concerning potential earnings lost due to the shortened theatrical window.