<\/p>\n
Universal Pictures will now keep its new films in theaters for at least five weekends, a reversal from the studio\u2019s previous policy of at least 17 days that was set during the pandemic.<\/p>\n
The change takes place immediately, the studio said Thursday. That means it will apply to its newest film, the Colleen Hoover romance \u201cReminders of Him,\u201d which is out in theaters this weekend. Other upcoming films include Christopher Nolan\u2019s \u201cThe Odyssey,\u201d which will be released in July.<\/p>\n
\u201cOur windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem,\u201d Donna Langley, chair of NBCUniversal Entertainment, said in an email to the New York Times, which first reported the news<\/a>.<\/p>\n Focus Features, Universal Pictures\u2019 specialty film arm, will keep its existing theatrical exclusivity policies, which vary on a case-by-case basis. Chloe Zhao\u2019s \u201cHamnet,\u201d for instance, was in theaters for 99 days, while 2024\u2019s \u201cNosferatu\u201d played for 58 days. The minimum is 17 days.<\/p>\n The amount of time films are available exclusively in theaters \u2014 known as \u201cwindowing\u201d in industry jargon \u2014 has become a contentious topic of conversation in Hollywood<\/a>.<\/p>\n That debate ramped up during the pandemic, when some studios shortened theatrical exclusivity periods in order to move films to release for video on demand or streaming.<\/p>\n Prior to the pandemic, those windows could be as long as 90 days. Now, the average is around 30 days.<\/p>\n Theater owners have argued that shorter windows cut into box office profits and train audiences to wait to watch a movie at home. Distributors have countered that a one-size-fits-all approach doesn\u2019t necessarily work for smaller or mid-budget films, which may find a bigger audience via at-home viewing.<\/p>\n At last year\u2019s CinemaCon trade conference, top theater lobbyist Michael O\u2019Leary called on distributors to establish a minimum 45-day window<\/a>, arguing there needed to be a \u201cclear, consistent starting point\u201d to set moviegoers\u2019 expectations and affirm commitment to theatrical exclusivity.<\/p>\n