Cinema Group Pushes for Extended 45-Day Theater Window

Cinema United, formerly the National Association of Theatre Owners, is calling for a minimum 45-day exclusivity period for films in theaters. The organization, led by president and CEO Michael O'Leary, argues that a longer theatrical run will help boost box office revenues, which remain below pre-pandemic levels. This move comes in response to pandemic-driven changes that have shortened the traditional 90-day window, with some films appearing on streaming platforms as early as 17 days after their theatrical debut.

The proposed extension is aimed at stabilizing ticket sales and supporting smaller-budget films, while theater operators also urge studios to refrain from advertising streaming dates during the cinematic window to avoid consumer confusion. Discussions involving major Hollywood studios, including Sony, are underway to align on window durations and pricing. U.S. and Canadian box office receipts for 2024, which stood at $8.6 billion compared to $11.4 billion in 2019, underscore the financial challenges faced by the industry.