AMC Theatres, Universal collapsing theatrical window to 17 days in unprecedented pact

The Hollywood Reporter:

In a stunning reversal, AMC Theatres has struck a historic agreement with Universal that will allow the studio’s movies to be made available on premium video-on-demand after just 17 days of play in cinemas, including three weekends, the two companies announced Tuesday.

The deal — which presently only covers AMC’s U.S. locations — shatters the traditional theatrical window, a longstanding policy that has required studios to play their films on the big screen for nearly three months before making films available in the home.

Key to this deal is that AMC will get revenue from the video on demand showings. In effect, AMC’s theaters will be paid to let someone else show movies.

Will we see a return to normal movie-going behavior once COVID-19 is in the rear view mirror? Or are we seeing a behavior changing milestone in the model of going to a theater to see a movie? I suspect the latter, given the incredible wealth of quality content available on all our excellent screens, available without requiring us to leave our homes.