Universal Extending Theatrical Release Windows

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Universal Pictures is helping movie theaters by announcing a change in how long its films will stay in cinemas. The COVID-19 pandemic, which began over six years ago, forced theaters to close and led studios to release films directly through streaming services. When theaters reopened, Universal Pictures and others started releasing movies in theaters for a much shorter time—sometimes after just 17 days—before making them available to rent online. Now, Universal Pictures is changing this approach and will keep films in theaters for a longer period.

Starting in 2026 with the movie Reminders of Him, Universal Pictures will release all of its films in theaters for at least five weeks, according to The New York Times. Their 2026 lineup includes films like The Super Mario Galaxy Movie, a new Christopher Nolan film called The Odyssey, Steven Spielberg’s Disclosure Day, Minions and Mayhem, Fockers-in-Law, and Violent Night 2. In 2027, Universal will increase that theatrical window to seven weeks. This change doesn’t affect Focus Features, a part of Universal that releases different kinds of films, such as Hamnet, Bugonia, and Song Sung Blues.

Regarding the change, Universal Pictures executive Donna Langeley said:

We’ve always adapted our release plans to what works best for audiences, but we remain committed to releasing movies in theaters first. We believe this is essential for a thriving cinema experience and we’ll continue to work closely with movie theaters to make that happen.


Universal Pictures

It’s notable that Universal Pictures is now advocating for a return to longer theatrical release windows, considering they were among the first to shorten them during the early days of the COVID-19 pandemic. Their decision to release Trolls World Tour directly for digital rental instead of postponing it caused significant conflict with movie theaters, leading AMC to initially stop showing Universal films. Eventually, after two months, they reached an agreement allowing Universal to offer their movies for digital rental just 17 days after release, usually reserved for films that didn’t perform well in their opening weekend (under $50 million).

Warner Bros. began a new strategy in 2021, releasing all of its movies in theaters and on HBO Max at the same time. This 17-day theatrical release was part of what they called ‘Project Popcorn,’ but it proved controversial and led to director Christopher Nolan moving his next film, Oppenheimer, to Universal Pictures. In 2022, Warner Bros. shortened its standard theatrical window to 45 days, a decrease from the pre-pandemic length of 90 days. Disney generally keeps its films in theaters for 60 days. Recently, Universal reached a new agreement, and AMC CEO Adam Aron commented:

AMC Theatres appreciates Universal Pictures’ confidence in the continued success of movie theaters. Universal’s ongoing support of theatrical releases is a huge benefit to AMC and helps the entire moviegoing experience thrive.

Movie theater owners believe that shortening the time movies are shown in theaters has changed audience habits, leading more people to wait and watch at home. A recent study showed that only about half of American adults went to the movies in 2025, although younger audiences (Gen Z) are still showing interest. Box office numbers haven’t recovered to pre-pandemic levels, and some worry they may not. Despite this, encouraging people to go to theaters remains crucial, especially considering the possible merger between Warner Bros. and Paramount Skydance, which could result in fewer movies being produced.

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2026-03-12 20:09