Theatrical Window
Period of exclusive theatrical exhibition before other release formats.
Definition
The Theatrical Window is the period of exclusive exhibition in movie theaters before a film becomes available on other platforms like streaming, video-on-demand, or physical media. Traditional windows lasted 90 days, but streaming services and COVID-19 have compressed windows significantly.
Window terms are negotiated between distributors and exhibitors. Premium VOD, simultaneous theatrical/streaming releases, and shortened windows have transformed traditional distribution models.
Why It Matters
Theatrical windows protect box office revenue by preventing audiences from waiting for cheaper home viewing options. Theaters demand windows to ensure exclusive access to new releases and maximize per-screen revenue.
Distributors balance theatrical revenue potential against faster returns from home video. Streaming-first releases sacrifice theatrical revenue for subscriber acquisition and lower marketing costs.
Examples in Practice
Major studio releases traditionally had 90-day theatrical windows. During COVID-19, Universal negotiated 17-day windows with theaters for premium VOD. Some films now release simultaneously in theaters and on streaming services.
Independent films might skip theatrical entirely, premiering on streaming platforms, while event films like Avatar maintain long theatrical windows to maximize premium format (IMAX, 3D) revenue.