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3w ago

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

Michael O’Leary calls for standardized exclusivity, improved marketing collaboration, and balanced investments to address post-pandemic challenges in the movie industry.

An exterior shot of cinemas in Times Square in New York, October 18, 2006. REUTERS/Brendan Mcdermid/File Photo
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Michael O’Leary, president and CEO of Cinema United, has called for movies to be kept in cinemas for at least 45 days as streaming cuts into box office profits

Overview

  • Cinema United CEO Michael O’Leary has urged studios to commit to a 45-day exclusive theatrical window, emphasizing its importance for long-term industry stability and revenue growth.
  • Shortened theatrical windows have disproportionately harmed smaller and mid-sized films, with box office revenue for these titles dropping by 32% post-pandemic.
  • O’Leary stressed the need for marketing campaigns highlighting 'Only in Theatres' to rebuild audience engagement and discourage premature promotion of at-home viewing options.
  • He warned against over-prioritizing premium large format screens, advocating for balanced investments to sustain the broader theater ecosystem.
  • O’Leary also called for better scheduling practices and closer collaboration between studios and exhibitors to enhance audience experiences and marketing effectiveness.