![]() And again, this new term will extend to Universal’s separate contract with AMC. ![]() Now, under the Cinemark deal, there’s an important new caveat: any movie that earns more than $50 million in opening weekend ticket sales must automatically remain in theaters for at least 31 days (or five weekends). Originally, the AMC deal was completely open-ended with no specific restrictions on what movies Universal could or could not pull after 17 days. It’s simply allowing for flexibility in a market that will remain uncertain for quite some time. The shorter window is a voluntary option for Universal it is not required or a fait accompli for every film. The core of the agreement remains the same: Cinemark agrees to the new, shorter 17-day window in return for shared VOD profits. North America’s 3rd largest theater chain has agreed to a nearly-identical partnership with Universal that AMC struck – but they’ve also improved the terms, ones that will also now be extended to AMC as well. But now, Cinemark has reversed course entirely. ( I wrote about why that was a positive evolution in the film distribution model, which you can read here.)Īt the time, the deal received a huge industry backlash (which you can read about here) from other studios and theater chains, including Cinemark. In return, Universal would share Video On Demand / Digital profits with AMC. ![]() In July’s landmark agreement, AMC agreed to slash that to 17 days for Universal films. Previously, the industry standard for a movie’s exclusive theatrical run has averaged between 75-to-90 days before being made available on at-home formats. This past summer, AMC and Universal Pictures struck a deal to shorten the theatrical window for Universal films.
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