By Gavin Boyle
Universal announced that its theatrical release window will be 45 days starting in 2027, extending the 17 to 30 day window the company currently follows.
“Our windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem,” said Donna Langley, chair of NBCUniversal Entertainment.
Theatrical windows were drastically cut during the pandemic, with some studios offering movies on streaming as early as the same day they premiered in theaters. Since theaters began to reopen, studios and theaters have struggled to restore the window to the standard length before COVID.
Related: AMC and Universal Reach Deal on Theatrical Window and PVOD Release
Theaters have largely blamed short theatrical windows for the box office’s long-term difficulty in recovering from the pandemic, as consumers have become used to viewing movies in the comfort of their home and are willing to wait a few weekends after its theatrical premiere.
Audiences, however, have started to return to theaters, with younger moviegoers leading the charge in 2025.
“Movie fans, led by Gen Z, in particular, love coming to the movies and theatre owners are responding by spending over $1.5 billion upgrading their theatres over the past year in North America alone,” Michael O’Leary, President and CEO of Cinema United said. “The number of people who saw six or more movies grew a staggering 8% last year, and with the amazing slate of 2026 movies on the horizon, that trend has a chance to continue. Time and time again, consumers show that when investment and innovation combine with a great movie to create a special experience, the theatrical business thrives. That time-tested foundation of our industry remains strong, and we are excited to build upon it toward greater success in the coming year.”
The start of 2026 has been mainly good news for the theater industry. Not only has Universal committed to a longer theatrical window, but the theaters also no longer have to worry about Netflix shortening the window on Warner Bros. movies.
“Netflix’s stated business model does not support theatrical exhibition. In fact, it is the opposite,” O’Leary said of the now canceled deal between Netflix and WB. “Regulators must look closely at the specifics of this proposed transaction and understand the negative impact it will have on consumers, exhibition and the entertainment industry.”
Theaters remain the backbone of the movie industry, and the performance at the box office largely determines whether a movie is considered as a success or a failure. It is encouraging to see Universal recommit itself to theaters and give them stronger support in their endeavor to reconnect with audiences around the world.
Read Next: Theaters Fear Warner Bros. Merger Will Cause Ecosystem to ‘Crumble’
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