The largest Canadian cinema exhibitor, Cineplex, has become the third major movie chain in North America to sign on to Universal Pictures’ premium video-on-demand window deal that it first made with AMC and more recently with Cinemark.
The multiyear agreement sets a 17-day exclusive theatrical window for small and midrange titles and a 31-day window for larger event pics (i.e., any film opening to $50 million or more domestically). After that, Universal is free to offer its movies on PVOD which will likely be $19.99 for a 48-hour rental and which exhibitors get a share of.
Prior to the coronavirus pandemic, most cinema circuits refused to play any movie that didn’t strictly adhere to the traditional theatrical window of 74-90 days. The deal gives Universal more leverage against the few remaining exhibitors who have not yet signed on, most notably Regal Cinemas in the United States.
Source: THR