Netflix Is Pushing for a 17-Day Theatrical Window After Warner Bros. Deal, and Theaters Aren’t Happy

Late last year, the entertainment industry was rocked by the news that Netflix had officially acquired Warner Bros. Discovery in a deal reportedly valued at $82.7 billion. It was the kind of seismic shift that instantly sparked anxiety across Hollywood, especially among movie theater owners who saw the writing on the wall the moment the announcement dropped.

Exhibitors wasted no time responding. Cinema United issued a strongly worded statement shortly after the deal went public, laying out why the merger felt like an existential threat to theaters worldwide.

“The proposed acquisition of Warner Bros. by Netflix poses an unprecedented threat to the global exhibition business. Cinema United stands ready to support industry changes that lead to increased movie production and give consumers more opportunities to enjoy a day at the local theatre. But Netflix’s stated business model does not support theatrical exhibition. In fact, it is the opposite.

“Regulators must look closely at the specifics of this proposed transaction and understand the negative impact it will have on consumers, exhibition and the entertainment industry.

“This mega-deal between Netflix and Warner Bros. would risk removing 25% of the annual domestic box office if films that are traditionally given a robust theatrical release by Warner Bros. disappear from theaters. Netflix currently grants only a handful of their films a token theatrical release and the overwhelming.”

Netflix’s reputation for prioritizing streaming over cinemas has been earned over years of short runs and limited releases. Still, Netflix CEO Ted Sarandos pushed back on the idea that theaters are about to be left behind.

“We’ve released about 30 films into theaters this year, so it’s not like we have this opposition to movies in theaters,” he said during a call with Wall Street. “My pushback has been mostly in the fact of the long, exclusive windows, which we don’t really think are that consumer friendly.”

That comment cuts straight to the heart of the issue. Traditional 30- or 45-day theatrical windows were already weakened by the pandemic, but major chains have been working hard to bring them back as box office numbers slowly climb. Sarandos made it clear he doesn’t see Netflix shifting course so much as continuing its long-standing philosophy.

“I wouldn’t look at this as a change in approach for Netflix movies or Warner movies, for that matter," Sarandos went on. "I think over time the windows will evolve to be much more consumer friendly … to meet the audience where they are … all those things we’d like to do.

“But I’d say that right now you should count on everything that has planned on going to the theaters through Warner Bros. will continue to go to the theaters through Warner Bros. And Netflix movies will take the same [path] as they have — which is some of them do have a short run in the theater beforehand.”

According to sources cited by Deadline, Netflix has been advocating internally for a 17-day theatrical window. The report claims that such a move would “steamroll the theatrical business,” especially as chains like AMC continue to argue that the line needs to be held closer to 45 days.

From a purely financial standpoint, Netflix’s position isn’t hard to understand. Most movies earn the bulk of their box office revenue in the first two to three weeks. But theaters don’t rely on longer windows just to squeeze out extra dollars from a single title. That exclusivity helps sell the idea that seeing a movie in a theater is an event worth leaving the house for.

It’s also worth noting that the report doesn’t suggest a 17-day window is a done deal. It sounds more like an option on the table rather than a locked-in policy. Even if Netflix does push for shorter runs, it’s tough to imagine the company yanking a major blockbuster from theaters if it’s still pulling in serious money.

For now, the future of theatrical windows under Netflix’s ownership of Warner Bros. remains unsettled. This conversation is far from over, and how it shakes out could redefine what “going to the movies” looks like for years to come.