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A Declaration of Movie Window War

At CinemaCon, the fight for the 45-day theatrical window was all anyone could talk about. So I assembled a team of industry players to survey the battlefield and attempt to find a solution.

Joseph Kosinski, Eduardo Acuna Tom Quinn
Premium video on demand has since emerged as a window that can deliver as much as $100 million in added revenue on a studio hit like Wicked, but how much of that effectively comes from the pockets of theater owners? Photo: Alberto E. Rodriguez/Getty Images for CinemaCon
Matthew Belloni
April 4, 2025

Hollywood studios famously leveraged the Covid pandemic to reduce theatrical windows from the once-standard 90 days to 45 days and, in many cases, much less. Premium video on demand has since emerged as a window that can deliver as much as $100 million in added revenue on a studio hit like Wicked, but how much of that effectively comes from the pockets of theater owners?