Distribution Window
Specific time periods for each format of a film's release, from theatrical to streaming.
Definition
Distribution windows are the sequential time periods during which a film is available on different platforms. Traditionally, films moved from theatrical to home video to pay TV to free TV, with each window lasting months. The streaming era has compressed and disrupted these windows significantly.
Window strategies balance maximizing revenue from each platform against audience expectations for convenient access. Shorter windows can boost streaming subscriptions while longer windows protect theatrical revenue.
Why It Matters
Window strategies directly impact revenue and audience reach. The ongoing negotiation between theaters, streamers, and studios over window length shapes how audiences access content.
Understanding windows helps marketers plan campaigns and helps audiences know when and where they can watch films.
Examples in Practice
A blockbuster maintaining a 45-day theatrical window before moving to the studio's streaming platform.
Simultaneous theatrical and streaming releases during pandemic conditions permanently shifting window expectations.
Premium VOD offerings providing home access during theatrical runs at higher price points.