Universal and AMC announced a joint plan to shorten the theatrical window of feature films.
Noting pressures from restrictions imposed by the coronavirus and a noticeable shift in the way movies are distributed via streaming services, the companies announced on Tuesday that movies will only play for 17 days, including three weekends, instead of the usual 90-day screening window. Universal Filmed Entertainment Group Chairwoman Donna Langley said the move would preserve the theatrical experience while looking realistically at how the industry has shifted in recent years.
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“The theatrical experience continues to be the cornerstone of our business,” Langley wrote in the statement. “The partnership we’ve forged with AMC is driven by our collective desire to ensure a thriving future for the film distribution ecosystem and to meet consumer demand with flexibility and optionality.”
The agreement will only affect AMC theaters in the United States, and the movie theater chain said it expects to sign similar deals with other major production studios.
AMC CEO Adam Aron said he expects the agreement will expand the movie market and that he anticipates moviegoers will flock back into theaters once the coronavirus outbreak is controlled.
“Focusing on the long-term health of our industry, we would note that just as restaurants have thrived even though every home has a kitchen, AMC is highly confident that moviegoers will come to our theatres in huge numbers in a post-pandemic world,” Aron added.
