Universal’s Sudden Windowing Shift Shows Exhibitors Are Making Their Voices Heard | Analysis With movie theaters struggling to maintain profitability amid ongoing challenges and the box office showing signs of recovery, industry stakeholders have consistently urged Hollywood to extend and standardize theatrical windows. On Thursday, Universal Pictures responded to this demand by announcing a significant adjustment to its release strategy. The studio will replace its previously agreed 17-day minimum theatrical window, established during the pandemic, with a 31-day minimum for all films in its 2026 slate. This change takes effect immediately, beginning with the release of Colleen Hoover’s adaptation “Reminders of Him” this weekend. The shift marks a notable departure from earlier practices, reflecting the growing influence of exhibitors in shaping studio distribution strategies. The extended window aims to provide theaters with more time to recoup investments, particularly in a market where competition from streaming platforms and shifting audience habits have intensified. Universal’s decision aligns with broader industry trends as studios seek to balance the interests of theaters with the demands of digital platforms. The 31-day window will be further expanded to 45 days for the 2027 slate, which includes major titles such as DreamWorks’ “Shrek 5” and “Cocomelon: The Movie,” as well as Mike Flanagan’s adaptation of “The Exorcist.” This adjustment underscores the evolving dynamics between studios and exhibitors, with theaters increasingly leveraging their bargaining power to secure favorable terms. The move has been welcomed by industry observers, who view it as a positive step toward stabilizing the theatrical landscape.#colleen_hoover #reminders_of_him #universal_pictures #dreamworks #shrek_5
