NBCUniversal Removes Theatrical Window, Plans Day-And-Date For Upcoming Titles

Media conglomerate NBCUniversal plans day-and-date strategy in wake of coronavirus pandemic

With increasing coronavirus closures, NBCUniversal is making sure its films don’t get cancelled.

The media conglomerate says some of its slate will be available on-demand the same day they bow in still-open theaters. This includes the upcoming family tentpole Trolls World Tour from DreamWorks Animation, which is set to bow April 10. However, other Universal films currently in wide release—such as Blumhouse’s The Invisible Man and The Hunt, and Focus Features’ Emma—will also start appearing on VOD services, possibly as soon as Friday, March 20.

No specifics are available yet, but these films will likely retail at $19.99 for a 48-hour rental period. If accurate, this will be more money for a shorter timespan when compared to typical VOD rentals, which tend to be anywhere from $1-10 for 30 days. The trade-off here, of course, is convenient access to Hollywood’s latest and greatest during the turbulence of COVID-19.

Company’s word

“Given the rapidly evolving and unprecedented changes to consumers’ daily lives during this difficult time, the company felt that now was the right time to provide this option in the home as well as in theaters,” the company said in a press release.

NBCUniversal’s CEO, Jeff Shell, echoed the sentiment.

Universal Pictures has a broad and diverse range of movies with 2020 being no exception. Rather than delaying these films or releasing them into a challenged distribution landscape, we wanted to provide an option for people to view these titles in the home that is both accessible and affordable. We hope and believe that people will still go to the movies in theaters where available, but we understand that for people in different areas of the world that is increasingly becoming less possible.

Harbinger of change?

This won’t, however, be a blanket policy for NBCUniversal from here on out. According to The Hollywood Reporter this is a temporary situation that will adjust accordingly as the pandemic continues to unfold. This is even evident in the company’s postponement of F9 from its original May 22 date to April 2, 2021, as well as No Time To Die’s delay until November 25 (Universal is the film’s international distributor).

THR’s Pamela McClintock suggests that this will serve as a test of the film industry’s relationship with cinema owners. Distributors have long pushed for smaller theatrical windows but many exhibitors are adamant about not shrinking it any further. However, depending on how long the coronavirus pandemic lasts, this could lead to a gigantic shake-up in the cinematic landscape.

But this decision also functions as a sobering perspective: health always takes precedence over movies. Take care of yourselves before you meander to the multiplex. Movies will always be there, in one form or another.

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