Major exhibitor Cinemark has reached new agreements with the five major studios which would appear to help formalize a shorter theatrical window.
Back in November, Cinemark signed a deal with Universal Pictures that enables the studio to put new movies on Premium VOD platforms 17 days after they open in theaters.
Films that generate at least $50 million in opening weekend ticket sales, however, must play exclusively in theaters for 31 days, or five full weekends. Universal also did the same deal with AMC Theaters a few months prior.
Cinemark now says it has agreements with Warner Bros. Picture Group, The Walt Disney Company, Paramount Pictures and Sony Pictures Entertainment and each deal “has unique attributes specific to the individual studio that mutually benefits both parties.”
Whether the others are signed to the same terms as Universal is unclear. Each studio is adopting a different strategy at present.
Paramount Pictures for example has now said films will debut on its streaming service Paramount+ 45 days after their theatrical release. Warner Bros. Pictures made a deal with Regal Cinemas so that in 2022, films will have a 45-day theatrical window should they open to a mutually agreed box office threshold.