Katarzyna Petru
One of the most important questions regarding Netflix's acquisition of Warner Bros. has finally been answered. Although there was recently speculation about drastically shortening the presence of hits in cinemas, Netflix co-CEO Ted Sarandos has dispelled doubts: the traditional 45-day theatrical window will be maintained.
The end of speculation: 45 days remains
In recent weeks, the film industry has been electrified by reports that Netflix plans to shorten 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 announcing the deal, given to The New York Times, Ted Sarandos made the matter clear.
“When this transaction is finalised, we will gain a phenomenal theatrical distribution mechanism that generates billions of dollars in revenue. We do not want to put that at risk” – declared Sarandos. The head of the streaming giant provided a specific number, assuring that the business would largely operate as it had before, maintaining 45 days of exclusivity for cinemas.
The Battle for the Box Office and Billions of Dollars
Netflix's declaration marks a strategic shift. Until now, the company treated cinemas primarily 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 the big screen. Sarandos emphasised that Netflix has a "competitive spirit" and intends to fight for victories on opening weekends and dominance in the Box Office rankings. This means that upcoming hits, such as Tom Cruise's new film titled Digger or the refreshed classics in 4K set for 2026 (including Gravity and Ben-Hur), are guaranteed a full cinema showing period before heading to the comforts of home.
What about premieres on other VOD and streaming platforms?
Although 45 days in cinemas is already certain, the question remains what will happen after this period. Currently, Warner Bros. employs a model where 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. It is only after about 70–90 days from the premiere that they land in the HBO Max subscription. Netflix has not yet clarified whether, after the expiration of the theatrical exclusivity, films will go straight to the library of the service, or if they will also pass through a paid VOD stage. Furthermore, at this moment, the promise of 45 days pertains solely to productions acquired by Warner Bros. – original films produced directly by Netflix (Netflix Originals) may still appear in cinemas for a significantly shorter duration.
When will Netflix take over Warner Bros.?
The entire merger process between Netflix, Warner Bros., and HBO is extremely complex 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's 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 study.
