At last week’s CinemaCon in Las Vegas, no ovation matched the one received by Steven Spielberg. The legendary director not only celebrated Universal for its bold move to extend its theatrical window but also issued a bold challenge to the industry.
“This is a development that reinforces their reputation as a company that will support the best possible version of the moviegoing experience,” Spielberg said. “But today I gotta be greedy: Do I hear 60 days? 90 days? 120 days? Those days have got to come back!”
Universal’s policy shift replaces its previous practice of making films available on premium on-demand as early as 17 days after theatrical release. Starting in 2027, the studio will enforce a 45-day window—a significant change from the industry’s recent norms.
From Reluctance to Commitment: The Industry’s Turnaround
Just 12 months ago, the idea of a 45-day window seemed unlikely. At CinemaCon 2025, Michael O’Leary, CEO of Cinema United, urged studios to adopt this standard, but resistance was palpable. Theater owners privately expressed frustration, fearing films would flop quickly and leave them with limited screenings for weeks.
Kevin Wilson, domestic distribution chief at Amazon MGM, highlighted the dilemma: “The last thing we want is for a title to go into theaters, and then we’re out of a significant number of theaters after three weekends, and now our movie is sitting on the shelf for however long is left in the window.” He emphasized the need for a balanced approach: “I think there’s a middle ground that’s going to work for both studio and exhibitor. And over the next several months we’re going to try to find out what that is.”
Every Studio Now Backs 45-Day Windows
By CinemaCon 2026, the tide had turned. Every major studio—including Universal—committed to theatrical windows of at least 45 days. Theater owners told TheWrap that this shift will bolster the box office in 2026 and 2027, even as smaller theaters adapt by optimizing showtimes to accommodate both blockbusters and indie family films.
Daniel Loria, SVP and editorial director at The Boxoffice Company, called the change a breakthrough: “Windows aren’t a point of contention anymore, and I think that is a major development in the relationship between studios and exhibition.”
Amazon MGM’s Success Story
Amazon MGM’s biggest box office hit to date, Project Hail Mary, continues to perform well in theaters, grossing $285 million domestically and still playing in select locations. While the studio retains flexibility to adjust window lengths per film, insiders confirm a growing preference for longer exclusivity periods.
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