The growing influence of OTT platforms has raised concerns among theatre owners about the shrinking theatrical window for films.
In recent years, many movies have moved to streaming platforms just a few weeks after their theatrical release. This trend has affected theatre revenues and audience turnout.
Several South Indian film exhibitors have already demanded a longer gap between theatrical and OTT releases. Many theatre owners have suggested an eight week window to protect cinema business.
Amid these discussions, Universal Pictures has announced a major change in its release strategy.
The Hollywood studio has decided to extend the theatrical window for its films. Starting from 2026, the studio plans to ensure a minimum five week theatrical run before films move to digital platforms.
From 2027, the waiting period may be extended further to around seven weeks before films become available on OTT services.
The decision is expected to benefit cinema halls by allowing films to stay longer in theatres. A longer run could improve ticket sales and theatre occupancy.
Theatre owners have often argued that quick OTT releases reduce the motivation for audiences to watch films on the big screen.
If viewers know that a film will appear on streaming platforms within a few weeks, many prefer waiting to watch it at home.
By extending the theatrical window, Universal Pictures aims to strengthen the cinema exhibition business.
Industry observers are now watching closely to see whether major Bollywood studios will adopt a similar strategy in the future.
