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Universal closes another deal with major theater chain

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Another major movie theater chain has struck a deal with Universal Pictures to allow shorter exclusive movie windows

Another major movie theater chain has made a deal with Universal Pictures to allow shorter, exclusive movie windows. Canadas Cineplex has entered into a dynamic multi-year window agreement, the film operator and Universal Filmed Entertainment Group said on Friday.

Like the deal with Cinemark earlier this week and AMC Theaters before it, Universal and Focus Features films will have at least three weeks of movie exclusivity before they get premium video on demand services. Titles that have an opening weekend of $ 50 million or more in North American theaters will be guaranteed at least five weeks in theaters.

However, the $ 50 million mark is only theoretical at this stage. Under normal circumstances, a $ 50 million launch is not uncommon for Universal’s biggest franchises like Fast & Furious and Jurassic World. “But no movie did that sort of thing during the pandemic.

With audience fragmentation accelerating due to the rise of digital, streaming and cord cutting, as well as the unprecedented challenges our industry is currently facing, our relationship with exhibition has had to evolve. and adapt to the changing landscape of distribution, said Donna Langley, president of Universal Filmed Entertainment Group. It is more important than ever to give consumers the ability to view content on their terms to help expand film distribution.

Movie theater owners have long adhered to a strict 90-day theatrical exclusivity window, but the devastating effects of the pandemic on the film industry have forced many people to adapt and compromise.

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