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\n Universal<\/a> will be extending the exclusive theatrical window for its 2027 movie releases to 45 days (seven weekends), Deadline has confirmed. This theatrical window will not extend to Uni\u2019s Focus Features titles, which will remain around 17 days.<\/p>\n \n Note, Uni playing movies at five weekends exclusively is not new news; the studio already been doing this for some time on its big studio fare.<\/p>\n \n During Covid, the studio laid out a very specific play of 17 days in theaters for those titles opening to less than $50 million before going to Premium VOD, and 30 days for movies opening north of $50M before heading to PVOD. It was all part of a financial waterfall strategy of downstream revenues, with Peacock serving as a pay-1 window followed by Amazon in the subsequent window for some titles.<\/p>\n \n Donna Langley<\/a>, chair of NBCUniversal Entertainment, made the window plans official to the New York Times <\/em>this morning.<\/p>\n \n \u201cOur windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem,\u201d she said.<\/p>\n \n AMC circuit boss Adam Aron, who often tussled with Langley in the headlines over window-crunching during Covid, beamed on X today, \u201cBig news. The highest praise for NBCUniversal Chairman Donna Langley and her team Pete Levinsohn and Jim Orr. I cannot say enough good things about Donna Langley\u2019s leadership of Universal. First and foremost, she is a superb film maker. Add to that her grace, business acumen and courage in making important decisions that have real ramifications supporting the entire movie ecosystem.\u201d Aron, coming out of last year\u2019s CinemaCon, has been championing studios to go to 45 days on windows.<\/p>\n \n \u201cUniversal remains a theatrical-first studio,\u201d Langley told the NYT.<\/em> \u201cThat\u2019s proven by the breadth of our slate, our commitment to our filmmakers and the ongoing investments we make in the creative community.\u201d<\/p>\n \n Window length is typically determined by the success of a movie. It\u2019s only in cases when it\u2019s tanking, or a studio knows that limited cash is available in regards to gross, does a movie go through a 17-day exclusive window cycle<\/p>\n \n Theatrical remains a marketing tool to boost a title\u2019s profile throughout subsequent windows. That was clearly realized during Covid and coming out after Universal, Warner Bros and others began experimenting with a theatrical day-and-date window. Uni was the first to get its feet wet with the dynamic model on Trolls World Tour<\/em>, which made over $100M in the home entertainment window. Other day-and-date Universal titles followed in theaters on Peacock including the last two Halloween <\/em>movies and Five Night\u2019s at Freddy\u2019s<\/em>, which posted the best opening for a theatrical title with a same-day streaming day and date launch (a three-day total of $80M domestic). The sequel wound up going purely theatrical in December.<\/p>\n \n Universal\u2019s news about extending the theatrical window follows in the wake of the industry\u2019s worry that it was bound to get crunched by Netflix co-CEO Ted Sarandos in the streamer\u2019s bid for Warner Bros. Sarandos, in his public messaging, had been typically sour on theatrical and bullish about event films on streaming. However, during Netflix\u2019s pursuit of Warners, Sarandos changed his messaging, ultimately championing a 45-day theatrical window (though Netflix has yet to actually demonstrate that type of distribution with any of their titles in a 2,000-4,000 location play pattern).<\/p>\n \n Perhaps, with big event movies such as Greta Gerwig\u2019s Narnia <\/em>(which already has Imax theaters at Thanksgiving) and the Brad Pitt Once Upon a Time in Hollywood<\/em> sequel The Adventures of Cliff Booth<\/em>, Netflix\u2019s tune will change.<\/p>\n \n Among the major studios, Disney is already leading the charge post-Covid with an exclusive theatrical window of 60 days to PVOD (and even longer to streaming, sometimes 90-100-plus days). Its version of day-and-date during the pandemic was levying a surcharge to Disney+ subscribers for movies such as Mulan, Jungle Cruise<\/em>, Cruella<\/em> and Black Widow<\/em> to name a few.<\/p>\n \n The latter title got them into a legal squabble with Marvel star Scarlett Johansson about potential lost monies in a theatrical window crunch.<\/p>\n<\/div>\n Universal will be extending the exclusive theatrical window for its 2027 movie releases to 45 days (seven weekends), Deadline has confirmed. This theatrical window will not extend to Uni\u2019s Focus Features titles, which will remain around 17 days. Note, Uni playing movies at five weekends exclusively is not new news; the studio already been doing … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":23911,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-23910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.jubi24.com\/wp-content\/uploads\/2026\/03\/Universal-Extends-Exclusive-Theatrical-Window-To-45-Days-In-2027.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/23910","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=23910"}],"version-history":[{"count":1,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/23910\/revisions"}],"predecessor-version":[{"id":23912,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/posts\/23910\/revisions\/23912"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=\/wp\/v2\/media\/23911"}],"wp:attachment":[{"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=23910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=23910"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jubi24.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=23910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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