After angering some people (especially exhibitors) with its HBO Max day-and-date approach, Warner Bros. Pictures has now made a major deal that re-ups its support for theatrical exhibition.
In a new deal with the largest U.S. cinema chain AMC Theatres, Warners has agreed to an exclusive 45-day theatrical window in 2022.
AMC CEO Adam Aron unveiled the pact Monday during an earnings call, saying: “We’re especially pleased Warner Bros. has decided to move away from day-and-date. We are in active dialogue with every major studio.”
Before the pandemic, the traditional theatrical window was as long as 90 days. Since then however, all sorts of variable windows have been tried with a 45-day exclusive theatrical window now being the new maximum length for a theatrical run’s exclusivity.
Over the weekend, Warner Bros. Pictures and DC’s “The Suicide Squad” opened to a quite disappointing $27.6 million as consumer confidence is dropping because of a surge in COVID cases thanks to the rapidly spreading Delta variant.
AMC Theatres also plans to pick up at least six new theaters in Los Angeles, Chicago and Atlanta, along with up to four more locations. It also will accept Bitcoin as payment in its cinemas by year’s end.
Source: THR
