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

The trade organization advocates for longer exclusivity, improved marketing, and enhanced theater experiences to counter declining box office revenues.

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 is lobbying for a minimum 45-day exclusive theatrical window, arguing it is essential for industry recovery and sustainability.
  • Shortened windows have disproportionately harmed smaller and mid-budget films, with revenue declines significantly outpacing those of major blockbusters.
  • The organization emphasizes the need for studios to stop advertising streaming release dates during theatrical runs to reduce consumer confusion.
  • Countries with longer theatrical windows, such as France, have seen stronger box office recoveries, providing a potential model for North America.
  • Cinema United is calling on theaters to invest in improved facilities and better scheduling to enhance the overall moviegoing experience.