Katarzyna Petru
One of the most important questions regarding Netflix's acquisition of Warner Bros. has finally been answered. Although just recently there were rumours about drastically reducing the presence of hits in cinemas, Netflix's co-CEO, Ted Sarandos, dispelled the doubts: the traditional 45-day cinema window will be maintained.
End of speculation: 45 days remain
In recent weeks, the film industry has been abuzz with reports that Netflix plans to reduce the theatrical exclusivity for Warner Bros. films to just 17 days. This would allow for the rapid transfer of major productions straight to the streaming platform. However, in his first interview since the announcement of the deal, given to The New York Times, Ted Sarandos made the situation clear.
“When this transaction is finalised, we will have a phenomenal theatrical distribution mechanism that generates billions of dollars in revenue. We don't want to put that at risk” – declared Sarandos. The head of the streaming giant provided a specific number, assuring that the business will largely continue as it has, maintaining 45 days of exclusivity for cinemas.
Fight for Box Office and Billions of Dollars
Netflix's declaration is a strategic turnaround. Until now, the company has treated cinemas more as a necessary stop for selected titles (often just to qualify them for the Oscars). However, by acquiring such a powerful studio as Warner Bros., Netflix aims to become a fully-fledged player in the world of big screens. Sarandos emphasised that Netflix has a "competitive streak" and intends to fight for victories on opening weekends and dominance in Box Office rankings. This means that upcoming hits, such as Tom Cruise's new film titled Digger or the refreshed classics in 4K scheduled for 2026 (including Gravity and Ben-Hur), are guaranteed a full theatrical run before heading to the comfort of home.
What about premieres on other VOD and streaming platforms?
Although 45 days in cinemas is already certain, there remains the question of what will happen after that time. Currently, Warner Bros. uses a model in which, after the theatrical window, films first go to paid VOD services (like Apple TV or Amazon), where they can be rented or purchased in a premium version. Only after about 70–90 days from the premiere do they land in the HBO Max subscription. Netflix has not yet clarified whether, after the expiration of theatrical exclusivity, films will go straight to the service's library or if they will also go through the paid VOD stage. Moreover, at this moment, the promise of 45 days applies only to productions from the acquired studio Warner Bros. – original films produced directly by Netflix (Netflix Originals) can still appear in cinemas for much shorter periods.
When will Netflix take over Warner Bros.?
The entire merger process of Netflix with Warner Bros. and HBO is extremely complicated and closely monitored by regulatory bodies. It is estimated that the transaction will be finalised no earlier than the end of 2026. Until then, both companies formally remain separate entities, although Sarandos' statements are already reassuring cinema owners who feared that the entry of the streaming giant would destroy the traditional distribution model.
Sources: The New York Times (NYT), FlatpanelsHD, Own elaboration.
