Bringing audiences back to theaters.

Faced with the reality that online platforms are gradually capturing an increasingly large share of the audience, film studios are striving to bring audiences back to theaters through various solutions.

In March 2026, Universal Pictures decided to extend the theatrical release period for its films. Accordingly, new Universal Pictures films will have a minimum of five weekend theatrical exclusives, instead of the three weekends that were in effect during the COVID-19 pandemic. Then, starting in January 2027, Universal Pictures will transition to guaranteeing a minimum of seven weekend exclusives.

Universal Pictures' strategy is one of its efforts to increase the value of theatrical releases. With current consumer trends, films are not only shown in theaters but also on various other digital services, including streaming services. Extending the theatrical run of films maximizes their value and generates more profit. Meanwhile, viewers watching online often assume the films are free because they are included in their monthly or annual subscription packages.

Donna Langley, President of NBCUniversal Entertainment, the parent company of Universal Pictures, stated: “This release strategy leverages the advantages of theater exclusivity and close collaboration with distribution partners to support the development of a sustainable theater ecosystem.” AMC Entertainment, the largest theater chain operator in the U.S., views Universal Pictures' strategy as beneficial to theaters.

In fact, the theater chains are facing significant financial difficulties. AMC Entertainment alone reported a net loss of approximately $632 million in 2025. Meanwhile, the iPic theater chain filed for bankruptcy protection last February, citing the growing popularity of streaming services as the main reason for its disruption to the theater business, making it difficult for the company to generate the necessary revenue to survive.

Over the past year, the duration of exclusive theatrical releases has been a subject of debate in Hollywood, especially as Netflix and Paramount Skydance have been vying to acquire Warner Bros. in recent months. This is because both companies' negotiating agreements include a commitment to provide Warner Bros. films to theaters for exclusive screenings for 45 days, or seven weekends.

For a long time, Hollywood has lacked a consensus on minimum and maximum limits for the duration of a film's exclusive theatrical release, especially since the COVID-19 pandemic. For example, Paramount allowed “Mission: Impossible - The Final Reckoning” (pictured) an 88-day exclusive theatrical release, but limited eight other films to 24-31 days. Universal Pictures, on the other hand, allowed 17 days (based on a three-weekend basis), and Disney allowed 60 days or more for theatrical release.

Before the COVID-19 pandemic, the conventional period for exclusive theatrical release was approximately 70 days. However, this order was broken by film studios themselves due to the shift in operating models influenced by the pandemic and the expansion of online services. This resulted in audiences losing their habit of going to theaters, seriously impacting revenue for theaters and film distributors and producers. Therefore, film studios are striving to extend the exclusive theatrical release period. According to film expert David A. Gross, studios need a synchronized policy to be effective and to attract viewers back.

BAO LAM (Compiled)

Source: https://baocantho.com.vn/keo-khan-gia-tro-lai-rap-a200822.html