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COVID-19 has produced a change in the world order as we know it. We don't have to say that the economic downturn has pushed major powers into recession or that tech companies have to delay their launches. Another of the sectors that has suffered the most has been the cinema. The strict confinement and the closure of cinemas has meant a loss of economic performance for many companies, producers and many opted for the online service to try to alleviate the blow. Universal and AMC Entertainment have reached an agreement in order of offer the movies to iTunes 17 days after their theatrical release, instead of the 75 days that were stipulated until now.
The descent of the 'Theatrical Window' agreed by Universal and AMC Theaters
Universal was one of the most controversial movie studios during the COVID-19 lockdown. When in some states of the USA they dictated total confinement and closure of cinemas, began offering movies that were still in theaters online. This provoked the anger of big cinemas like AMC Theaters. However, Universal understood that in order to survive and make those premieres profitable they had to do it that way.
However, the straw that broke the camel's back for the big cinemas and theaters was the launch exclusive online from 'Trolls World Tour'. The premiere was a complete success with more than 100 million dollars raised in less than three weeks. This caused a paradigm shift not only at Universal but also at other studios that began releasing some of their movies online.
Months later we have known that Universal Pictures and AMC Theaters have reached an agreement. In this agreement what is modified is the Theatrical Window, that is, the time it takes for a movie to sell or be able to view it online from its premiere in theaters. Currently, the window is at 75 days. However, these two companies have agreed to reduce the window to 17 days. This will allow AMC to be able to offer Universal premieres for 17 days and, later, to offer them on iTunes and other platforms to obtain benefits in the online field.