In a vibrant keynote address that echoed through the packed halls of CinemaCon, Michal O’Leary, president of Cinema United, delivered a passionate plea for Hollywood studios to commit to a 45-day theatrical window for all films. This isn’t just another industry request; it is a lifeline aimed at reviving the theatrical experience and ensuring that the diverse cinematic landscape continues to thrive. In an era where streaming has grabbed a significant share of viewership, the importance of carefully considering how films are released cannot be overstated. O’Leary’s insight comes at a critical juncture as cinemas emerge from the shadows of the pandemic, and he calls for unity among stakeholders to sustain the future of the movie-going experience.
The statistical reality is striking: cinema attendance has dramatically shifted, and relying solely on short windows— a mere 20 days— jeopardizes independent films and smaller releases. O’Leary made a compelling case that for films to truly resonate with audiences and achieve box office potential, a 45-day exclusivity period is essential. He argues that success cannot be assessed prematurely, and shorter windows only increase competition between blockbusters and niche films. This is a sentiment that resonates deeply, emphasizing that all films deserve a fighting chance at success, rather than being prematurely sidelined by corporate calculations focusing solely on immediate returns.
Impact of Short Windows on Independent Movies
One of the most alarming aspects of the current landscape is how shorter theatrical windows disproportionately affect independent films. O’Leary’s assertion that if we continue down this path, we risk showcasing only the big blockbusters, effectively starving lesser-known but equally valuable films, is critical. What good is a thriving cinematic economy if it neglects the diversity that keeps it innovative and engaging?
Independent theaters are often the bedrock of local culture and community engagement, showcasing films that might never make it into the glitzy multiplexes. Yet, with the growing mania for premium large formats and a singular focus on blockbusters, we risk sidelining the very essence of cinema. The 45-day window isn’t just a number—it stands for a balance between commercial viability and artistic integrity, allowing smaller films the time needed to find their audiences.
The Marketing Dilemma: Reinforcing the “Only in Theatres” Message
The push for marketing that solidly emphasizes “only in theatres” is equally noteworthy, as it addresses a widespread problem—the diluting of the theatrical experience by at-home viewing options. O’Leary rightly highlighted that streaming should not remain the default option when films are actively in theaters. This diminishes the theatrical experience and makes it harder for cinephiles to justify the ticket price for a night out.
Reinvigorating audiences’ desire to go to theatres demands strategic marketing that eschews conflicting messages. If marketing emphasizes a film’s availability on streaming platforms while it’s still in theaters, it not only undercuts sales but also diminishes the urgency that cinema deserves. The good news is that there’s still an opportunity to reignite excitement around the in-theatre experience, utilizing tailored marketing that truly captivates to drive ticket sales.
Redefining the Theatrical Experience: It’s More Than Just Screen Size
O’Leary’s remarks around premium large-format screens (PLFS) bring forward another essential aspect of today’s cinematic experience. While it’s essential to invest in upgrades, we should tread carefully to prevent a scenario where large screens overshadow the standard viewings. There’s a balance to be struck—one that ensures that theaters remain vibrant and appealing without alienating audiences who primarily want to enjoy the movie experience in its traditional format.
Consumers crave comfort and cleanliness in a cinema. They desire a pleasant atmosphere where every detail—from scheduling to the overall patron experience—adds to the cinematic allure. It shouldn’t come as a surprise that people may hesitate to attend theaters that forget they are, above all, entertainment venues aimed at family-friendly audiences. Ensuring that a family movie isn’t scheduled at unrealistic times provides a tangible opportunity for theaters to become interactive community hubs where movies are just a part of a broader social experience.
Operational Flexibility for Independent Theatres
Finally, when it comes to creating an inclusive environment for independent theaters, O’Leary’s call for more scheduling autonomy is not just a request, but a necessity. If independent operators are granted the means to showcase films they are passionate about, and early commitments to schedule them appropriately, a vibrant ecosystem remains intact—one where audiences have more options and theaters can truly curate their offerings.
In taking action now and championing a 45-day theatrical window, the industry can create a win-win situation that fosters creativity, sustains independent theaters, and revives the magic of cinema for future generations. The stakes are high, and the time to act is now.