While the classic 90-day release window is all but dead, have we reached any kind of consensus on what the ‘new normal’ really is? Blake & Wang P.A. entertainment attorney Los Angeles, Brandon Blake, takes a look at this critical question.
Lessons Learned from 2023
Now the day-and-date release model that the streaming giants were hoping to see overtake the traditional theatrical release has been soundly put to bed as a productive marketing option, we’ve seen a variety of tweaks, changes, and experiments to the traditional theatrical window.
The net result? 2023’s theatrical windows averaged 37 days, widening slightly to 40 days in early summer, with most settling around a 30 to 40-day window. There were notable exceptions, including one of the best-performing films of 2023. Oppenheimer included a massive 122-day window in the deal between Christopher Nolan and Universal. Compare that to the unexpected box office darling, The Super Mario Bros Movie, which had a 41-day exclusive window despite being an objectively bigger hit among crowds.
However, the biggest revelation of all was a frustrating one. There is no ‘new normal’. At least not yet.
Varying by Studio
There is one unifying factor, however. Surprisingly, it is the PVOD window (and expected performance) of the title that is most shaping its theatrical exclusivity. Ironically after its firm conviction around the day-and-date release model, Disney now has one of the longest theatrical periods in the market, averaging around 60 days. A24 and Paramount settled around the 40-day mark, with most other studios falling into the 30 to 40-day band. Amazon/MGM and Universal opted mostly for shorter windows in the high 20s.
Taken altogether, this data suggests we are closing in on an optimal ‘new normal,’ but it remains tied to the film itself as well as its expected later performance on streaming services, especially as revenue-driving PVOD offerings.
Film and Television 