Universal Pictures Extends Theatrical Windows Beginning in 2026

Universal Pictures has announced plans to lengthen the exclusive theatrical run for its films, marking a sharp departure from policies introduced during the pandemic. The studio confirmed that starting in 2026, its movies will remain exclusively in theaters for at least five weekends before becoming available on home entertainment platforms. By 2027, that window will expand to at least seven weekends.

The move reverses a pandemic-era approach when the studio negotiated deals that reduced theatrical exclusivity to about 17 days, roughly three weekends, before films could move to premium video-on-demand. The longer commitment is being welcomed by theater owners who have long argued that shorter windows discourage audiences from buying tickets when a home viewing option is just weeks away.

“Our windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem.”

Donna Langley, chairman of NBCUniversal Entertainment, emphasized the company’s belief in the importance of theatrical releases, saying, “Our windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem.”

The decision comes as the cinema industry continues to recover from the pandemic’s impact. While moviegoing has rebounded in recent years, ticket sales remain about 20% below pre-pandemic levels. Before COVID-19 reshaped release strategies, the industry standard for theatrical exclusivity was typically around 90 days. Today, most studios operate with an average window of about 45 days, while some major studios, such as The Walt Disney Company, maintain a 60-day theatrical window.

Universal’s revised policy will debut with the upcoming film adaptation of Reminders of Him by Colleen Hoover. The romantic drama is scheduled to arrive in theaters on Friday and will be the first release under the studio’s extended theatrical commitment.

Several high-profile projects on Universal’s upcoming slate will also benefit from the longer window, including The Super Mario Galaxy Movie, The Odyssey from director Christopher Nolan, the animated sequel Minions & Monsters from the Despicable Me franchise, and Disclosure Day directed by Steven Spielberg.

The extended theatrical policy will not apply to films released by Focus Features, Universal’s specialty division known for prestige and arthouse titles. Films from that label, such as Hamnet, Bugonia, and Song Sung Blue, often rely on shorter theatrical runs before moving to premium video-on-demand.

Adam Aron, head of AMC Theatres, praised Universal’s decision, calling it a positive development for the industry.

“AMC Theatres values Universal Pictures’ belief in the strength and future of theatrical exhibition,” Aron said in a statement. “Universal’s continued commitment to theatrical exhibition is extraordinarily beneficial to AMC and strengthens the entire theatrical ecosystem.”