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Most movies earn most of their revenue within a few weeks of their release. By reducing the theatrical window to just 45 days, Disney will still make a profit at the box office, but new movies won’t lose their hype when they arrive on Disney +. The move should help Disney maximize the box office and streaming profits, or at the very least, give Disney + customers a reason to stay while they wait for a popular theatrical release on streaming services.
But Disney isn’t alone. Several companies, including Warner Bros (HBO Max), Paramount (Paramount +), and NBCUniversal (Peacock), have announced plans to trim the theatrical window for upcoming movies. Most of these theatrical windows last 30 to 45 days, but some NBCUniversal movies open for less than $ 50 million will leave theaters after just 17 days.
It appears that these companies, who rushed to enter the streaming game while theaters were closed, are now forced to juggle the box office and their respective streaming platforms. Disney + reported lower-than-expected subscriber numbers during its Q2 earnings call earlier this week, a sign that Disney (and the companies following the game plan) may need to rethink their approach to streaming.
Source: Disney via The Verge