Windowing Strategy
The deliberate sequencing of release platforms (theatrical, streaming, VOD) to maximize revenue across all distribution channels.
Definition
Windowing strategy determines when content becomes available on each distribution platform. Traditional windows gave theatrical runs exclusivity before home video, then premium cable, then broadcast. Streaming has disrupted these windows, with some content going directly to platforms while others maintain extended theatrical exclusives.
Strategic windowing balances revenue maximization against audience expectations and competitive pressures.
Why It Matters
Window decisions dramatically affect revenue potential. Shortened theatrical windows may boost streaming subscriptions but reduce box office. Extended windows build theatrical revenue but risk piracy.
Content creators must understand windowing to negotiate distribution deals effectively.
Examples in Practice
A major studio maintains 45-day theatrical exclusivity for tentpoles, believing longer runs build cultural moments that benefit streaming launches.
An indie film uses day-and-date releasing (simultaneous theatrical and VOD) to maximize reach without the marketing budget for extended theatrical.
A streaming service purchases films specifically to premiere on their platform, paying premium for exclusive windows that drive subscriptions.