The new strategy from Universal that will help the survival of movie theaters

Movie theaters continue to face a complicated landscape due to changes in consumption habits driven by the pandemic. Despite the difficulties, Universal Pictures has decided to extend the exclusivity period in theaters for its releases, which represents a ray of hope for the film industry. Starting in 2026, some movies, such as ‘The Odyssey’ and ‘The Day of Revelation’, will have an exclusivity period of five weekends, which translates to 31 days before being available on digital platforms. More time to watch on the big screen This change […]

Cinemas continue to face a complicated landscape due to changes in consumption habits driven by the pandemic. Despite the difficulties, Universal Pictures has decided to extend the exclusivity period in theaters for its releases, which represents a ray of hope for the film industry. Starting in 2026, some movies, such as ‘The Odyssey’ and ‘The Day of Revelation’, will have an exclusivity period of five weekends, which translates to 31 days before being available on digital platforms.

More time to watch on the big screen

This change comes after the drastic reduction of the exclusivity window, which during the pandemic was shortened to just 17 days, and to 30 days for productions that managed to gross more than 50 million dollars in their opening weekend. With the new strategy, Universal aligns itself more with current industry practices, especially starting in 2027, when a 45-day exclusivity will be established for its releases. This decision also responds to the demand from several cinema chains, including the largest chain in the world, which recently requested longer times for exclusives in theaters.

The situation becomes more intriguing when considering Leonardo DiCaprio’s recent statement, in which he expressed doubts about the future of movie theaters, suggesting they could become silos like jazz clubs. His comments reflect the growing concern among filmmakers and actors about the revitalization of cinema in the streaming era and changes in content consumption. According to experts, Universal seems to have taken note of these issues by adjusting its release policies, seeking a balance that benefits both theaters and studios.

Additionally, Universal’s decision aligns with previous commitments from platforms like Netflix, which could set a trend towards stabilizing exclusivity periods in the industry. This situation is a clear indication that, although movie theaters are still in a phase of adaptation, hope and strategy are finding their way.

More than half of Americans went to the movies last year, but just barely

The Academy Awards, which are held annually to recognize the best films of the year, are approaching at a time when film consumption is evolving. A recent survey conducted by the Pew Research Center reveals that only 53% of Americans reported having attended a movie theater in the past year, which could indicate a shift in entertainment habits among the population. Half of the cinema, is it? The survey, conducted in the summer of 2025, reflects not only the preference for consumption […]

The Academy Awards, held annually to recognize the best films of the year, are approaching at a time when movie consumption is evolving. A recent survey conducted by the Pew Research Center reveals that only 53% of Americans reported having attended a movie theater in the past year, which could indicate a shift in entertainment habits among the population.

Is half of cinema, ci?

The survey, conducted in the summer of 2025, reflects not only the preference for consuming content on digital platforms but also a potential challenge for the film industry facing competition from streaming services and a wide variety of home entertainment options. The trend of declining cinema attendance could influence how award events are developed, including the Oscars, which have historically relied on box office performance and visibility on big screens.

Despite the decline in cinema attendance, it is important to highlight that the love for cinema remains present in American culture. This fact underscores the significance of the Academy Awards as a celebration not only of the films that have hit the screens but also of the artistic achievement and talent that those productions bring with them. However, perhaps the industry should reconsider its approach to attract an audience that seeks different experiences and is increasingly inclined to enjoy cinema from the comfort of their home.

With the Oscars ceremony on the horizon, industry observers and film enthusiasts will be watching how productions adapt to the new dynamics of audiovisual consumption. The challenges are clear, but so are the opportunities that arise in this evolution of the cinematic landscape.

Netflix and Apple are going to release their movies in theaters: Is streaming changing or is it just a test?

It is unfair to say that Netflix has always consciously ignored cinemas. In fact, even its first original film, Beasts of No Nation, from 2015, had a limited theatrical release that did not go further: as more and more films were made, they completely abandoned the traditional box office route to focus on gaining subscribers to support them financially. For years, titles of varying significance have filled Netflix’s catalog, with many people lamenting not being able to access them in a more enjoyable format. However, things are […]

It is unfair to say that Netflix has always consciously ignored theaters. In fact, even its first original film, Beasts of No Nation, from 2015, had a limited theatrical release that did not go further: as more and more films were made, they completely abandoned the traditional box office route to focus on gaining subscribers to financially support them. For years, titles of varying significance have filled Netflix’s catalog, with many of us lamenting not being able to access them in a more enjoyable format. However, things are slowly changing, and it is possible that K-Pop Warriors are to blame.

Coming soon, on your streaming…

The idea of theatrical releases from the giant has always been the same: a screening of the most important films for two weeks to build momentum and then their inevitable arrival on the platform. Roma, The Snow Society, The Irishman… All films eligible for the Oscars end up being screened in a theater, because otherwise they couldn’t be nominated. It has never been a financial decision, but a strategic one. If they release, for example, My First Kiss 3 in theaters, they could alienate the native audience of the app, but if they do it with a prestigious film, they can attract new targets to Netflix. It’s a complex balance, but it works for them. It really works for them.

However, The K-Pop Warriors has been a turning point: in addition to being the most viewed in history on the platform, its subsequent release in theaters grossed 19.2 million during the only two days it was screened, on a trajectory surpassing other American animated films of the year. It’s worth considering. Although Ted Sarandos has always said that theaters are a relic of the past, the truth is that he always makes room for them in releases like Knives Out: From the Dead or Frankenstein, which will have their two weeks of rigor before arriving on the platform. Little by little, more and more are doing it. After all, it’s extra income that also adds cachet to the brand and builds hype at almost no cost. What more could you ask for?

On the opposite side, we have Apple, which spends outrageous amounts on its movies for its streaming service, Apple TV+, only to be surprised that no one is watching them. So, of course, they have no choice but to try to release them in theaters to gain notoriety. The difference is that, despite some bumps at the box office, this year they have triumphed with F1, which has already grossed 620 million and has shown that perhaps the salvation for the audiovisual department of modern Apple lies precisely in the “old-fashioned” theaters. They just need to refine their aim better.

It is true that in 2024 they didn’t hit a single one: Napoleon and Argylle, their big bets, didn’t even earn back what they cost, just like Killers of the Flower Moon (although this one compensated thanks to the Oscar buzz). In the future, they have already planned the new Jonah Hill (Outcome), the return of McG (Way of the Warrior Kid), a new Snoopy movie, a murder mystery produced by A24 and Jennifer Lawrence, the new one from Martin Scorsese and Leonardo DiCaprio… Without a doubt, their catalog is the most interesting. The question is whether being interesting alone will be enough for them to survive.

F1 has opened a window for Apple and given a breath of fresh air: perhaps the secret to succeeding in streaming was… to move away from streaming. To do the anti-Netflix: movies designed for theaters that end up exclusively on your app, instead of the other way around. Who knows. Perhaps the “outdated” theaters are the answer to surviving the “modern” streaming, and they are simply still realizing it.