Baffled but Hopeful: The Case for the Theatrical Window
Can we take a moment to reflect on one of Hollywood’s greatest mysteries? Why did we ever let the good old “theatrical window” fade into obscurity? It’s baffling to think studios voluntarily walked away from weeks (or months!) of theatrical revenue, only to rush films onto streaming platforms. The result? They lost not just box office dollars but the excitement, cultural conversations, and marketing momentum that theatrical releases naturally generate.
Fast forward to today, and it seems we’re slowly rediscovering what we always knew: movies shine brighter when they first hit the big screen. Case in point: Amazon’s “Red One”. Despite a modest box office run, its theatrical debut helped propel it to record-breaking streaming success. Turns out, that expansive marketing push and word of mouth still matter.
And then we have “Gladiator 2”, “Moana 2”, and “Wicked”, which have grossed $1.65B to date….not exactly chump change!! And as we roll into the holidays, with more releases (“A Complete Unknown”, Mufasa”, “Nosferatu “ and “Sonic the Hedge Hog” – something for everyone ) and more $$$ to be made!
This shift back to prioritizing theaters could also allow streaming platforms to focus on what they do best: delivering compelling scripted series and binge-worthy unscripted content (and get people back to work). It’s a win-win scenario—movies thrive in theaters, and streamers retain their edge with programming designed for their platforms.
Maybe it’s time we embrace a return to how things used to be. Let’s keep dreaming big (literally, on the big screen) and let streaming and theatrical complement each other rather than compete. After all, isn’t discovering movies in a darkened theater part of the magic?
What do you think—can the theatrical window make a full comeback?
https://www.nytimes.com/2024/12/17/business/media/streaming-movies-theaters.html