An industry analyst says that the time it takes for a film to hit on-demand services after a theatrical release may shorten post-pandemic.
Since the global health crisis hit, numerous films have been coming to on-demand services much sooner than expected – sometimes skipping theatrical release completely (see Trolls World Tour and Scoob!, for examples). This change in procedure has likely shown a lot of studios the increasing viability of digital platforms as a release mechanism.
Right now, the usual window between theatrical and on-demand release is 90 days but according to industry analyst Robert Fishman (via Deadline), this could be set to change as “the standard 90-day ‘dark period’ between theatrical release and home video is an inefficient period that studios can no longer afford.”
Due to the changing landscape where theatres are likely going to continue to struggle for some time, things might look quite different in the future. Fishman says: “This time is different in that all of the major studios… are likely to be more aggressive with windowing strategies. As long as multiple studios push forward with PVOD or some other form of window changes, the balance of power in favor of studios shifts even more in their favor and reduces the leverage the exhibitors have as they would be unlikely to boycott multiple studios’ upcoming releases.”
Cinemas obviously won’t be happy about these changes, as audiences might just choose to sit out the theatrical release all together if the on-demand release is just around the corner.
Hopefully, cinemas can overcome the present obstacle and win back audiences who are wary of mass gatherings and who have grown accustomed to the home viewing experience. What are your thoughts? Let us know in the comments below or on our social channels @FlickeringMyth…