Director Sean Baker’s recent wins at the Directors and Producers guild awards have sparked discussions about theatrical release windows for films. Baker has been advocating for a 90-day window for all theatrically released films to give them a longer run in cinemas.
According to data reported by IndieWire, in 2024, the average theatrical window for 85 wide-release films was 32 days, a significant drop from the previous year’s average of 37 days. The top 10 films in the U.S./Canada had a slightly longer average window of 46 days in 2024 compared to 58 days in 2023.
Notable films like “Inside Out 2” and “Deadpool & Wolverine” had theatrical windows of over 100 days in 2024, while the longest window for the year was 67 days for these films, which were also the top-grossing films of the year.
The decrease in theatrical windows has led to an increase in PVOD rentals and streaming options for films. This shift in viewing behavior indicates that early in-home access may offset any potential losses in box office revenue.
One film that serves as an interesting case study is “Anora,” directed by Baker, which had a limited release in theaters before transitioning to PVOD within 60 days. Despite its short theatrical run, the film has seen success in the VOD market, indicating that home revenue can be critical for certain titles.
While the average theatrical windows are decreasing, some blockbuster films like Disney’s “Inside Out 2” and “Deadpool & Wolverine” still opt for longer exclusivity in theaters. Studios, like Universal, are experimenting with shorter windows for lower-grossing titles to maximize returns.
The correlation between initial theatrical exclusivity and at-home success suggests that longer windows can benefit both theaters and studios. However, the debate over the ideal theatrical release window continues, with the potential for a 90-day norm to entice more moviegoers back to theaters.
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