Katarzyna Petru
One of the most important questions regarding Netflix's acquisition of Warner Bros. has finally been answered. Although just recently there were rumors about a drastic shortening of the time hits remain in theaters, Netflix co-CEO Ted Sarandos cleared up the doubts: the traditional 45-day theatrical window will be maintained.
End of speculation: 45 days remain
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 directly to the streaming platform. However, in his first interview since announcing the deal, given to The New York Times, Ted Sarandos made it clear.
“When this transaction is finalized, we will gain a phenomenal theatrical distribution mechanism that generates billions of dollars in revenue. We don't want to jeopardize that” – declared Sarandos. The head of the streaming giant provided a specific number, assuring that the business will be conducted largely as before, maintaining a 45-day exclusivity for theaters.
The Battle for Box Office and Billions of Dollars
Netflix's declaration is a strategic shift. Until now, the company viewed theaters primarily as a necessary stop for selected titles (often just to qualify for the Oscars). However, by acquiring a powerful studio like Warner Bros., Netflix aims to become a fully-fledged player in the world of the big screen. Sarandos emphasized 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 they reach the comfort of home.
What about premieres on other VOD and streaming platforms?
Although 45 days in theaters is already certain, the question remains about what will happen after that time. 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. Only after about 70–90 days from the premiere do they land in the HBO Max subscription. Netflix has not yet specified whether, after the expiration of the theatrical exclusivity, films will go directly to the library of the service or will also go through the paid VOD stage. Moreover, at this moment, the 45-day promise only applies to productions from the acquired Warner Bros. studio – original films produced directly by Netflix (Netflix Originals) may still appear in theaters for significantly shorter periods.
When will Netflix take over Warner Bros.?
The entire process of the merger between Netflix and Warner Bros. and HBO is extremely complicated and closely monitored by regulatory bodies. It is estimated that the transaction will be finalized at the earliest by the end of 2026. Until then, both companies formally remain separate entities, although Sarandos' statements are already reassuring theater 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.
