Katarzyna Petru
After acquiring the Warner Bros film studio, Netflix would seek to radically shorten the so-called theatrical window – that is, the period of exclusive distribution in theaters – from the current 45 days to just 17 days. This information is reported by Deadline, citing sources familiar with the company's internal plans. Officially, Netflix assures that it intends to continue the theatrical premieres of Warner Bros films. However, in cases of acquisitions of this scale, similar declarations often aim to reassure 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 premieres of Warner Bros films with market-standard distribution windows. Although this has not been part of our business model so far, we look forward to utilizing Warner Bros' expertise within Netflix.”
17 days instead of 45
Behind the scenes, the situation is said to be different. According to Deadline, Netflix has long advocated for a 17-day theatrical window, which would significantly shorten the exclusivity period for theaters.
– “Sources tell Deadline that Netflix supports a 17-day window, which could push the theater business to the margins. Chains like AMC, on the other hand, believe that the limit should remain around 45 days” – writes Deadline.
After 17 days, Warner Bros films could still be shown in theaters, but at the same time, they would also hit streaming. This would mean direct competition between the cinema and home viewing.
Theaters Fear Audience Drain
The owners of theaters do not hide their concerns. Many viewers might choose a much 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 criticized today. However, any changes will not happen quickly. The release schedule for 2026 is already closed, so a new strategy could come into effect no earlier than 2027.
Interestingly, Netflix recently tested theatrical distribution itself. The finale of the series Stranger Things was screened in theaters 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 signal that Netflix is increasingly boldly experimenting with traditional distribution – on its own terms.
