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 cases of acquisitions of this scale, similar declarations often aim to calm antitrust authorities and do not necessarily reflect 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. Although this has not yet been part of our business model, we look forward to leveraging Warner Bros' expertise within Netflix.”
17 days instead of 45
Behind the scenes, the situation looks different. According to Deadline, Netflix has long advocated for 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. Chains such as AMC believe, however, that the limit should remain around 45 days” – writes Deadline.
After 17 days, Warner Bros films could still be shown in cinemas, but they would simultaneously be available for streaming. This would mean direct competition between the cinema and the home viewing experience.
Cinemas are worried about losing viewers
Cinema owners do not hide their concerns. Many viewers could 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 today. However, any changes will not happen quickly. The release schedule for 2026 is already closed, so a new strategy could come into effect at the earliest in 2027.
Interestingly, Netflix has recently tested cinema distribution itself. The finale of the series Stranger Things was shown in cinemas in the USA for two days during the New Year period. According to Deadline, during this short time, the finale of Stranger Things generated more box office revenue than Avatar: Fire and Ash. This is yet another sign that Netflix is increasingly boldly experimenting with traditional distribution – on its own terms.
