Katarzyna Petru
After acquiring the Warner Bros film studio, Netflix aims to radically shorten the so-called theatrical window – the period of exclusive distribution in cinemas – from the current 45 days to just 17 days. Such information is provided by Deadline, citing its sources familiar with the company's internal plans. Officially, Netflix assures that it intends to continue theatrical releases of Warner Bros films. However, in the case of acquisitions of this scale, similar statements often aim to appease antitrust authorities and do not necessarily reflect a long-term strategy.
In mid-December, Ted Sarandos and Greg Peters, co-CEOs of Netflix, wrote in an open letter:
– “There has been a lot of speculation around theatrical distribution, so we want to be clear: we are 100% committed to the theatrical releases of Warner Bros films with market-standard distribution windows. While this has not been part of our business model until now, we look forward to leveraging Warner Bros' experience within Netflix.”
17 days instead of 45
Behind the scenes, however, the situation seems to be different. According to Deadline, Netflix has long supported a 17-day theatrical window, which would significantly shorten the exclusivity period for cinemas.
– “Sources tell Deadline that Netflix is in favour of a 17-day window, which could push the cinema business to the margins. Networks such as AMC, on the other hand, believe the limit should remain around 45 days” – writes Deadline.
After 17 days, Warner Bros films could still be screened in cinemas, but at the same time, they would be available for streaming. This would mean direct competition between the cinema and home viewing.
Cinemas fear viewer loss
Cinema owners are not hiding their concerns. Many viewers might choose a significantly cheaper and more convenient option of watching at home – often in 4K HDR – instead of paying high ticket prices for a screening on the big screen, the image quality of which is increasingly being criticised. Any potential changes, however, will not occur quickly. The release schedule for 2026 is already set, so a new strategy could come into effect at the earliest in 2027.
Interestingly, Netflix recently tested theatrical distribution itself. The finale of the series Stranger Things was screened in cinemas in the USA for two days during the New Year period. According to Deadline, in this short time, the finale of Stranger Things generated more box office revenue than Avatar: Fire and Ash. This is another sign that Netflix is increasingly boldly experimenting with traditional distribution – on its own terms.
