How Long Do Movies Stay In Theaters? It’s More Complicated Than You Think

As someone who has spent countless hours in the dimly lit, popcorn-scented sanctuary of movie theaters, I can’t help but feel a pang of sorrow at the current state of our beloved cinemas. The big screen is more than just a place to watch movies; it’s an experience, a communal event where we laugh, cry, and gasp together. But in today’s streaming-dominated world, that experience seems to be slipping away from us.

Have you ever come across a movie trailer recently that seemed intriguing enough for a theater visit, but it vanished from cinemas before you could catch it? If your answer is yes, you’re not the only one. The film industry has experienced significant transformations in recent times, and perhaps the most noticeable shift has been the restricted theatrical releases of all films, even blockbusters like “Joker: Folie à Deux” and “Transformers One.

It’s quite astonishing that these films are barely playing in theaters and are instead appearing on streaming platforms or video-on-demand much faster than they did before. For instance, “The Fall Guy” from 2024 premiered in cinemas nationwide on May 3 and was available digitally as early as May 21 – just two and a half weeks later. By the end of July 2024, it was also released on physical media. This is quite a change compared to director David Leitch’s “Hobbs & Shaw” in 2019, which didn’t reach video-on-demand until mid-October, even though it had been shown in theaters since early August of that year.

Of course, the movie theater industry is always subject to change, as evidenced by the closing of most drive-in movie theaters. There are many relevant factors at play forcing movies to leave theaters early, so let’s take a look at some of the biggest and most concerning ones.

Streaming services are forcing theaters to rethink their appeal

In recent times, the most significant transformation experienced by the cinema industry is the surge and widespread appeal of streaming platforms. These services have evolved beyond being mere homes for movies post-theater release, now functioning as producers of original content. This shift has significantly impacted nearly all sectors of the industry, yet none more noticeably than traditional movie theaters. Even prior to the 2020 COVID-19 pandemic, box office sales were declining due to filmmakers such as Martin Scorsese striking exclusive agreements to premiere their latest works on streaming giants like Netflix.

Indeed, streaming platforms aren’t the first innovation predicted to threaten the traditional movie theater business. Throughout its history, the industry has faced numerous potential threats, such as television, politics, and even the rise of superhero films. Yet, none of these challenges have presented the competitive pressure that streaming services have, providing viewers with a more economical option compared to cinema visits.

According to David Herrin, who used to lead research at U.T.A., theaters aren’t just facing difficulties due to the pandemic, but because of a significant shift in generations influenced by the rise of streaming platforms and other entertainment options. As he put it, people might have occasionally gone to movies before, overlooking their flaws. Now, when you factor in safety concerns along with this shift, many former moviegoers are no longer attending theaters. Given how dramatically our media consumption habits have changed, it’s not surprising that new films don’t stay in theaters for long.

Because of COVID-19, films now go to streaming quicker

It’s clear that the COVID-19 pandemic significantly impacted many aspects of daily life, however, movie theaters suffered a significant blow due to the shutdown. Instead of releasing their films as planned, some studios decided to postpone them indefinitely, while others missed out on the theatrical releases they should have had. For instance, Disney’s live-action “Mulan” remake was made available to Disney+ subscribers for an additional fee, while popular movies like “Palm Springs” and “The King of Staten Island” became exclusive to streaming platforms.

One significant transformation COVID-19 has brought about in the film industry is an accelerated shift towards streaming and video-on-demand platforms for theatrical releases. In contrast to the 100 days that used to elapse between a film’s theatrical run and its home media release back in 2012, by 2017 this duration had already dropped below the century mark. Post-COVID, studios like Paramount Pictures are now making their films available on their own streaming platforms within just 45 days of release, while Universal has entered a deal with AMC to keep their films exclusive in theaters for less than three weeks.

It’s surprising to note that these changes have actually led to issues for studios themselves. In a twist, Scarlett Johansson, the main actor in “Black Widow”, sued the company due to their choice to release the movie in cinemas and on Disney+ at the same time. She argued that this simultaneous release undermined the film’s box office success, as she was initially promised an exclusive theatrical release for the project.

Controversial movies have always been pulled from theaters early

The problems with certain films having shortened theatrical runs aren’t just limited to the effects of COVID-19 or the overabundance of streaming services. There have been plenty of situations throughout film history in which films were pulled from cinemas prematurely, either due to controversy or just simply for bombing that hard. A notable example of the former was “Monty Python’s Life of Brian,” which faced significant protest from religious groups and was even banned in certain countries, but still managed to gross $20 million against a budget of $4 million.

The movie “Life of Brian” is in excellent company, as it shares a commonality with other films that faced similar challenges. For instance, Stanley Kubrick’s groundbreaking film “A Clockwork Orange,” initially released in 1971, was voluntarily withdrawn from British distribution by its director after a string of violent incidents linked to the movie occurred throughout the U.K. Likewise, the 2014 comedy “The Interview,” featuring Seth Rogen and James Franco, experienced a different kind of challenge when its theatrical release was cancelled completely following the hacking of Sony Pictures by the hacker group Guardians of Peace from North Korea.

Conversely, there are numerous films so poorly received that they were withdrawn from cinemas. For instance, the infamous romantic-comedy “Gigli,” released in 2003, which brought Ben Affleck and Jennifer Lopez together as a romantic pair off-screen, but lasted merely a few weeks in theaters after receiving extremely negative reviews. There was no debate about audiences wanting to watch this film due to its poor reception.

Blockbusters drew big crowds back to theaters in 2023

Impossible — Dead Reckoning Part One” and “Elemental” not meeting expectations.

One notable aspect shared by both movies in 2023 was their extended stays in cinemas compared to most other films released that year. “Barbie” initially left theaters for a Video on Demand (VOD) release approximately 45 days post-premiere, but it returned to IMAX screens in September 2023 for a week-long special showing. Conversely, “Oppenheimer” continued its run on 70mm screens until the end of August 2023 and also made an exclusive one-week comeback in IMAX theaters during November.

It’s fortunate that “Oppenheimer” had the support of director Christopher Nolan, who has been outspoken about shielding films from streaming platforms. Unlike “Barbie,” which premiered in December 2023, “Oppenheimer” didn’t get a home video release until November and wasn’t accessible on any streaming service until February 2024. Notably, “Oppenheimer” had an extended theatrical run of 90 days, with Universal Pictures CEO Donna Langley stating to The Information, “I’m placing Chris Nolan in a category of one, or perhaps three.” She further explained, “Without going into specifics, I believe release windows will be shorter… It simply makes practical sense.

The decline of DVDs has also affected studio expectations on theaters

Although home video versions of movies are still produced, the movie industry’s focus on this sector has significantly diminished compared to several decades ago. As Matt Damon shared during his “Hot Ones” interview, the decline of DVDs as a significant part of a film’s release strategy has led to substantial changes within the studio landscape. In essence, studios no longer heavily rely on theater revenue because they used to have the DVD sales coming in later, which would essentially re-launch the movie six months after its initial release.

As DVDs are increasingly replaced by streaming services, movie theaters now face increased pressure to deliver substantial box office returns, as suggested by film studios. If a Universal Pictures release fails to generate over $50 million in ticket sales within its first three weekends at major theater chains, the studio can choose to withdraw the film. This practice has raised concerns because it sometimes leads studios to make questionable decisions based on arbitrary data, such as Warner Bros.’s decision to scrap “Batgirl” and “Coyote vs. Acme,” viewing them as more beneficial as tax deductions rather than potential blockbusters. Such studio actions have significant implications for the box office, contributing to a concerning cycle in which the industry prioritizes financial success at the expense of theaters, ultimately weakening the overall health of cinema. Films like “Furiosa: A Mad Max Story” and “Indiana Jones and the Dial of Destiny” serve as examples of this troubling trend.

The Hollywood strikes in 2023 raised questions about the value of streaming

2023 saw Hollywood endure a double whammy in addition to the challenges posed by COVID-19, as disputes between the WGA and SAG-AFTRA unfolded. This was the first occasion since 1960 that both unions went on strike simultaneously, causing many film productions to stall for approximately six months. Consequently, studios postponed the premieres of highly anticipated films such as “Dune: Part Two” and “Challengers.” Delving deeper into these strikes of 2023 reveals their impact on current theater issues.

Apart from facing losses due to delays and actors not being able to publicize their work, the ongoing dispute between traditional theater releases and streaming platforms created tension for both unions. Traditionally, writers and actors would receive residuals from DVD or television broadcasts of movies. However, issues surrounding TV residuals have persisted since the 2008 writers’ strike, with streaming services adding another layer of complexity to this problem.

From a theater perspective, studios have strong motivation to avoid prolonging the duration of theatrical releases because it means more funds going to scriptwriters and performers. Yet, with the chaotic landscape of streaming platforms, writers and actors were often overlooked while studios made substantial profits by lending out streaming rights for films or TV shows.

Younger generations are harder to captivate with movies

The issues surrounding theaters aren’t all industry-related. Some struggles are simply down to the attention span of Gen Z and Gen Alpha kids. With the increase of technology’s omnipresence and kid-centric media apps like TikTok and YouTube, getting your toddler to sit still and pay attention to a film for over an hour in a dark room is a lot more challenging than it used to be. As Daniel D’Addario noted in an article for Variety, “If we can’t get kids to sit through a 90-minute movie — if they’re so accustomed to personalizing every element of their entertainment experience — what other communal experiences are they missing out on?”

Certainly, it’s important to note that there have been instances where the usual patterns have been broken in the past year of movie releases. For example, Pixar’s “Inside Out 2” had a unique 100-day stint in cinemas, raking in over $1 billion at the international box office before becoming available on Disney+. This approach was also used for the release of “Elemental,” which started slowly at the box office but ultimately grossed $500 million. Even new intellectual properties like Universal’s “The Wild Robot” were exceptions to broader box office trends.

It’s possible that the younger generation may discover a fondness for attending live performances at the theater, but compared to those who lived before the pandemic, their appreciation might not be as deeply rooted in nostalgia related to purchasing popcorn and sharing a cinematic experience with others.

Theaters have begun prioritizing re-releases

It’s interesting to note that modern blockbusters and long Oscar contenders aren’t necessarily the main attraction for moviegoers. Instead, many people are revisiting cinemas to watch timeless classics, whether they’re celebrating significant anniversaries or experiencing a cult favorite with a lively audience. In fact, numerous theaters around the globe host “Ghibli Fest,” an annual event showcasing the finest Studio Ghibli films, such as “My Neighbor Totoro” and “Spirited Away,” from late April to early December.

Studio Ghibli isn’t unique when it comes to successful re-releases of their theatrical productions. In 2023, A24’s distribution of the Talking Heads concert film “Stop Making Sense” earned over $5 million, surpassing its initial box office take in 1984. As Jeremy Boviard, general manager of New York’s Moviehouse, stated to The Columbian, “There are approximately 20-30% fewer films receiving major distribution now compared to five years ago. Weekends that were once filled with a variety of films now have noticeable gaps.

Smaller, autonomous movie theaters often serve as venues for late-night showings of cult classics like “The Rocky Horror Picture Show” and “The Room,” which attract large numbers of fans each year. During less busy periods in the film industry, these local re-runs have become essential for theaters to stay afloat, particularly when directors or actors make appearances for a live question-and-answer session.

Streaming companies aren’t even bothering with theatrical releases

Unfortunately, it’s not just movies leaving cinemas ahead of schedule that’s problematic; an increasing trend is films missing out on the big screen entirely. This has become more prevalent since the pandemic in the movie industry. Notably, Netflix is often criticized for bypassing theaters, as demonstrated by “Glass Onion,” the sequel to Rian Johnson’s popular 2019 mystery “Knives Out.” In 2022, it only had a one-week exclusive run in theaters before being streamed a month later.

Ted Sarandos, Netflix CEO, boasted about their strategy to Deadline, stating that they generated a lot of excitement with the theatrical releases. He emphasized that their main goal is producing movies for Netflix viewers and everything else serves to boost interest in those films. However, this method has sparked significant debate since many regions lack access to theatrical screenings of Netflix originals like “The Killer” directed by David Fincher or even “May December.

As a gamer, I’ve got to say it’s not just Netflix keeping the good stuff for themselves. The Zack Snyder cut of “Justice League” only made its way to screens in big cities like New York and LA for charity events. Meanwhile, in 2024, Pixar films like “Soul,” “Turning Red,” and “Luca”, which truly deserved a wider audience, were initially exclusive to Disney+. Compared to the box office letdown of “Lightyear”, these movies should have had a theatrical release.

There may be hope for indie films, thanks to Taylor Swift

2023 brought up many doubts about the longevity of movie theaters, but one figure boldly forged a new path: Taylor Swift. Coming off the first leg of her expansive Eras Tour, Swift negotiated a deal with AMC directly to debut her concert film, choosing an unusual strategy by bypassing a distributor. In an interview with TIME Magazine, Swift expressed, “I’ve found myself making this decision more and more lately: betting on myself.” This risky move certainly proved rewarding, as “Taylor Swift: The Eras Tour” earned over $250 million at the box office during its brief screening.

Swift’s movie demonstrated that independent production could thrive without major studios, which might pave the way for businesses like AMC to step into distribution roles. Notably, filmmakers such as Christopher Nolan praised Swift for this initiative, viewing it as a beneficial change for the future of cinemas. Moreover, the movie was only shown from Thursday to Sunday to ensure full houses, and it wasn’t released on Disney+ until March 2024.

It’s clear that Swift being able to self-produce her work is significant, as demonstrated by Beyoncé doing the same with “Renaissance: A Film by Beyonce” about her 2023 tour, which made $44 million at the box office without a video-on-demand release. It’s unclear what exactly AMC’s new VP for distribution in 2024 is planning, but it could be a strategy to compete with studios when they don’t offer sufficient support.

Once and for all: how long do movies stay in theaters?

It can be disappointing for cinephiles when outstanding movies struggle to make an impact in cinemas and quickly move to streaming platforms like Netflix or Hulu. In essence, nothing compares to the immersive feeling of watching a film in a theater, free from distractions such as phone usage, pausing, or interruptions. Nevertheless, viewers are observing a significant transformation sweeping through every facet of the entertainment world, with traditional movie theaters taking the brunt of these changes.

As a gamer, I’d say there are numerous elements that affect a movie’s lasting impact in cinemas: ticket sales, audience interest, studio meddling, competition, and even the number of screens per theater. Just like how New York City’s Angelika Film Center puts it on their blog, “The usual theatrical release window has historically varied from several weeks to several months … This exclusive period is tactically managed to boost box office earnings and motivate viewers to enjoy movies on the big screen.

If you’re a movie enthusiast, don’t delay watching your favorite films. Instead, make an active point to frequent your local cinema to catch the newest releases, or search for an independent theater showcasing indie flicks and cult favorites. Just like any other film-related field, the control lies with the viewers, not studio bosses or streaming platforms.

2024-12-19 10:31