In a shocking reversal of strategy, Universal Pictures has extended the theatrical run time of its films.
That’s a big change from the pandemic era, when Universal was aggressive in brokering deals and shortening theatrical releases to roughly 17 days, or three weekends. The studio is currently working on long-term releases, promising a minimum of five weekends in 2026 and seven weekends in 2027 before the film makes its way to home entertainment.
This is a big win for movie theater owners. Movie theater owners have long argued that audiences don’t need to pay to see a movie on the big screen when they can wait a few weeks at home to watch it. A long time ago, 90-day periods were the norm, but since the coronavirus box office reset, the industry average has settled to around 45 days. This kind of effort is especially meaningful for the country’s movie theater operators, as ticket sales are about 20% slower than before the pandemic.
“While our window strategy has always been designed to evolve with the market, we strongly believe in the advantages of theatrical exclusivity and working closely with our exhibition partners to support a healthy and sustainable theatrical ecosystem,” NBCUniversal Entertainment Chairman Donna Langley told The New York Times, which broke the news of the company’s transformation.
Studios often claim that theater is only part of a movie’s profitability, especially after big, expensive budgets fail. That’s because digital rentals and Pay 1 transactions can offset potential losses in theaters (or, of course, increase profits for the companies that capture them). However, Universal has guaranteed long-term theatrical exclusivity, recognizing that meaningful big-screen releases ensure a better return on investment. Disney, the largest movie studio in terms of market share, currently boasts a 60-day window.
“Reminder of Him,” a romantic drama based on Colleen Hoover’s novel, opens in theaters Friday and kicks off a new direction for the company. Other films scheduled for release in 2026 from Universal include “Super Mario Galaxy,” Christopher Nolan’s “The Odyssey,” “Despicable Me” sequel “Minions and Monsters,” and Steven Spielberg’s “Disclosure Day.”
However, the five (eventually seven) weekend window does not apply to Focus Features, Universal’s specialty label that has backed such Oscar films as Hamnet, Bougonia and Son Saint Bleu this year. Arthouse films, the backbone of Focus Features, have struggled to find an audience, especially in the years since COVID-19. Moving these types of movies more quickly to premium video-on-demand platforms reduces marketing costs and leads to cost savings.
Theater windows have always been hotly debated throughout Hollywood. In 2011, Universal caused controversy when it tried to release Brett Ratner’s action comedy “Tower Heist” in homes for a $60 rental fee just three weeks after its theatrical release. Under the threat of a boycott, Universal was ultimately forced to abandon the project.
But over the past six years, the conversation has reached a fever pitch as movie studios have used the pandemic to test all kinds of release models, some of which involve date-based debuts on streaming. AMC Theaters CEO Adam Aaron previously called the shortened window a “failed” experiment, arguing that studios and exhibitors alike would make more money with longer periods of exclusivity. (Ironically, AMC was the first company to sign a landmark deal with Universal in summer 2020, which brought the first sledgehammer to theatrical windows).
Aaron praised Universal’s new edict, saying it “strengthens the entire theatrical ecosystem.”
“AMC Theaters respects Universal Pictures’ belief in the strength and future of theatrical production,” he said in a statement. “Universal’s continued commitment to theatrical exhibition will be of great benefit to AMC and strengthen the entire theatrical ecosystem.”
