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3w ago

Cinema United Advocates for 45-Day Theatrical Window to Revitalize Industry

Michael O’Leary emphasizes the importance of stability in theatrical windows and enhanced marketing to support the recovery of the exhibition sector.

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The annual CinemaCon summit is a key chance for Hollywood studios to present their upcoming films to theater owners from around the world
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Overview

  • Michael O’Leary, CEO of Cinema United, is calling for a standardized 45-day theatrical window to provide clarity and stability for audiences and the industry.
  • Shorter windows are seen as particularly harmful to smaller and mid-sized films, which rely on word-of-mouth and extended theatrical runs to succeed.
  • Adam Aron, CEO of AMC Entertainment, supports the 45-day window and has suggested returning to pre-pandemic durations of up to 74 days for some films.
  • O’Leary highlights the need for robust marketing strategies to maximize the impact of theatrical releases and drive audience engagement.
  • The industry is exploring innovations like premium formats, enhanced amenities, and entertainment options to attract audiences and compete with streaming platforms.