Amid a growing gulf between haves (anything Marvel) and have-nots ('West Side Story'), distribution chiefs are making difficult calls on which titles to send to streaming as early as 45 days after a theatrical run begins.
Before the pandemic, theater owners could demand a 74- to 90-day exclusive theatrical window. No more. As the country emerges from the pandemic, the window being adopted by many in Hollywood is 45 days. Moreover, there’s nothing to stop a studio from abandoning ship and sending a title to the home earlier depending upon its performance ; conversely, a big tentpole film could stay in theaters exclusively past 45 days if it is doing well.
“There is no cookie-cutter approach anymore,” opines one studio exec. “I personally believe in the theatrical window, and there are movies that should be day-and-date. Windowing is getting very tricky.” Throughout the various stages of the pandemic, study after study has found that moviegoers over the age of 35, and especially older females, have been the most reluctant to return to theaters., now in theaters, is among a handful of adult-skewing titles that has done relatively well at the box office after drawing younger consumers as well . The film posted a five-day Thanksgiving debut of $22 million, including $14 million for the three day weekend.
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