Greg Marcus, chairman and CEO of Marcus Corp., has called on film studios to refrain from promoting home video releases during a film’s exclusive theatrical run. Marcus emphasized that while the length of theatrical windows has evolved, the timing of marketing messages plays a crucial role in encouraging moviegoing.
Timing of Promotions Key to Box Office Success
In a statement, Marcus articulated his view that the practice of advertising premium video on demand (PVOD) or transactional video on demand (TVOD) releases while a movie is still exclusively in theaters can diminish attendance at cinemas. He acknowledged that theatrical windows are currently longer than in recent years, but argued that the period between a film’s theatrical debut and its availability for home viewing is a critical juncture where consistent messaging can bolster ticket sales.
The executive’s remarks highlight ongoing tensions between exhibition and distribution as the industry navigates post-pandemic recovery and evolving consumer habits. While studios aim to maximize revenue across various platforms, cinema operators like Marcus Theatres are focused on preserving the theatrical experience as a primary driver of film consumption and revenue.
Marcus believes that a sustained focus on the theatrical offering, without the immediate distraction of home availability promotions, is essential for fostering a robust moviegoing culture. The specific timing of when a film is presented as a home entertainment option, and how that is communicated to the public, can significantly influence consumer decisions about where and when to watch new releases.
The discussion around theatrical windows has been a prominent topic in the film industry for years, accelerating with the rise of streaming services and the disruption caused by the COVID-19 pandemic. Studios experimented with shortened windows, simultaneous releases, and direct-to-streaming premieres, leading to uncertainty and at times, friction with cinema chains.
More recently, there has been a trend towards extending theatrical exclusivity, with many major releases adhering to 45-day or even longer windows before becoming available on digital platforms or physical media. However, Marcus’s appeal suggests that the industry may need to consider not just the duration of these windows, but also the strategic marketing practices employed during them to ensure the continued health of the theatrical market.
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The Chenab Times News Desk
