Cinema United’s Call for a 45-Day Window: Emphasizing “Only in Theatres” Marketing
In a compelling keynote address delivered at the prestigious CinemaCon, Michal O’Leary, president of Cinema United, made a passionate plea for Hollywood studios to adopt a 45-day window for all theatrical releases. O’Leary’s advocacy for a focused marketing strategy that highlights films as “only in theatres” signals a significant shift in the cinematic landscape, aiming to elevate the overall movie-going experience.
The Importance of a 45-Day Release Window
O’Leary emphasized that a 45-day theatrical window should serve as the baseline for all film releases, marking a “clear, consistent starting point.” He firmly believes that determining the true box office potential of a film requires this critical timeframe. After all, a compelling movie can perform equally, if not better, on Premium Video on Demand (PVOD) after 45 days compared to a mere 20 days.
He articulated that, “A clear, consistent period of exclusivity, supported by meaningful nationwide marketing, from both distribution and exhibition, is essential for all theatrically released films to be successful.” This perspective aligns with his goal: to foster long-term health and prosperity for the film industry, rather than a short-sighted pursuit of immediate financial gain.
The Risks of Shortened Windows
As the industry navigates a fragile recovery post-COVID-19, O’Leary cautioned against the trend of shortening release windows. He argued that such a shift disproportionately impacts smaller films, creating an environment where only blockbusters thrive. “If we continue to shorten windows, and crowd out the small and medium-sized movies, creating the impression that the only reason to go to the theatre are the big blockbusters, then eventually, the very network needed to make those blockbusters successful, will atrophy.”
A New Marketing Approach
A significant portion of O’Leary’s address centered on the need for an aggressive marketing strategy that recommits to emphasizing “Only in Theatres.” He pointed out that by promoting at-home viewing options during a film’s theatrical run, studios inadvertently undermine ticket sales and compromise the marketing efforts surrounding each release.
The former Fox executive elaborated on his vision for a more engaging theater marketing experience: “Imagine if the preshow was tailored and the trailers were kept to 90 seconds in length, with screenings carefully scheduled.” This approach, he suggested, could enhance both marketing effectiveness and the overall guest experience.
The Challenge of Premium Large Format Screens
O’Leary also addressed the growing trend of premium large format screens (PLFS), cautioning that while they are essential for enhancing cinema experiences, investing in such formats should not come at the expense of traditional auditoriums. “If we lead movie lovers to believe that the only reason to go to the theatre is for large screen formats, we are destroying the very heart of our business.” Ensuring that theaters remain clean, vibrant, and comfortable is crucial for attracting diverse audiences.
Scheduling and Indie Theater Support
Proper scheduling and showing films at suitable times for family audiences is crucial. O’Leary criticized current practices that see G or PG-rated films scheduled at 10:15 p.m. on school nights, which neglects the needs of families.
In support of independent theaters, O’Leary urged that hold requirements should not extend beyond the time a movie is exclusively in theaters. He suggested that local operators passionate about showcasing specific films should have a fair opportunity to market them, leveling the playing field against larger competitors.
Conclusion: A Call for Change
As O’Leary concluded his address, it became clear that the film industry faces immense challenges as it reallocates itself in today’s evolving marketplace. “Everyone feels the pressures of today’s marketplace – from the biggest studios to the one-screen independents,” he noted, emphasizing the necessity for a collective recalibration of strategies. Clinging to outdated norms or temporary adjustments made during the pandemic threatens the viability of this treasured industry. By embracing a 45-day window and renewing their commitment to theatrical releases, studios can help secure a vibrant future for movie theaters everywhere.
For more insights on the current state of the film industry, check out this article.
