Day-and-Date Release
Releasing a film simultaneously across multiple platforms, such as theaters and streaming, on the same date.
Definition
Day-and-date release refers to making a film available across different distribution channels simultaneously—most commonly theatrical and streaming or video-on-demand release on the same day. This approach challenges traditional windowed distribution.
The strategy gained prominence during the pandemic when theatrical closures forced studios to find alternative revenue streams, but has remained controversial as the industry debates its long-term viability.
Why It Matters
Day-and-date releases represent a fundamental shift in distribution philosophy with implications for every sector of the entertainment industry. The approach affects theatrical viability, talent compensation structures, and audience viewing habits.
Marketing for day-and-date releases must drive awareness across platforms simultaneously, requiring different messaging strategies than traditional theatrical campaigns.
Examples in Practice
Warner Bros.' 2021 day-and-date strategy for its entire slate including "Dune" and "The Matrix Resurrections" sparked talent lawsuits and exhibitor backlash. Apple TV+ has used day-and-date releases for films like "Killers of the Flower Moon" with limited theatrical runs.
The strategy's success varies significantly by film type—event movies may suffer from split audiences while smaller films benefit from immediate streaming availability.