The house lights dim, the screen flickers to life, and the promise of Gotham hangs in the air. But something feels different. It’s the quiet satisfaction of knowing this experience—the shared gasps, the collective holding of breath—won’t vanish in a streaming flash after a couple of weeks. Thank Netflix and its newfound appreciation for the magic only a movie theater can conjure.
Netflix co-CEO Ted Sarandos, in a recent interview with The New York Times, revealed a commitment to giving future Warner Bros. films a 45-day theatrical window. This means movies like The Batman Part II and other tentpole DC projects will grace the big screen exclusively for over a month before potentially hitting your small screen. Sarandos sounds pretty bullish about box office.
“When this deal closes, we will own a theatrical distribution engine that is phenomenal and produces billions of dollars of theatrical revenue that we don’t want to put at risk,” Sarandos told the Times. “We will run that business largely like it is today, with 45-day windows… If we’re going to be in the theatrical business, and we are, we’re competitive people—we want to win. I want to win opening weekend. I want to win box office.”
Sarandos had previously committed to keeping Warner Bros. movies in theaters, but not for any specific length of time. His change of heart seems directly tied to Netflix’s deeper understanding of Warner Bros.’ business model after digging into their books. “The opportunity to get into the books and understand the business model better… what we saw there was that there’s a real there there for us,” he said. “The general economics of the theatrical business were more positive than we had seen and we had modeled for ourselves. It’s a healthy, profitable business for them.”
It’s a bit like discovering buried treasure – the kind that makes you rethink your entire strategy.
Netflix Acknowledges Theatrical is Not the Enemy
Think back to the last time you saw a truly great movie in a theater. Did you immediately swear off all other films forever? Unlikely. Sarandos gets this. “I would say one of the other myths about all this is that we thought of going to the theaters as competition for Netflix. It absolutely is not,” Sarandos said. “When you go out to see a movie in the theater, if it was a good movie, when you come home, the first thing you want to do is watch another movie. If anything, I think it helps encourage the love of films.”
“You have to give them something to watch,” he added. “And I think we’ve got to take ownership of the idea that when people are excited to go out and see something, they go. You’ve seen it in some really nice upside at the box office this year. You’ve seen it in our Stranger Things finale experience. You saw it in our KPop Demon Hunters experience with people. You give people a reason to leave the house, they will gladly leave the house.”
Will Netflix release their own movies in theaters?
Sarandos is hinting at a future where theatrical releases are not just for established franchises, but for Netflix Originals, too. Netflix is beginning to view theaters as a marketing tool and a cultural event driver, not a threat. Consider it a flywheel effect: A great theatrical experience fuels streaming subscriptions, and vice versa. The trick, of course, is giving people a reason to get out of their pajamas.
Warner Bros. Discovery’s Reset: Is 45 Days Enough?
David Zaslav, CEO of Warner Bros. Discovery (WBD), has been frank about cleaning up the balance sheets by any means necessary. The pre-Zaslav era saw some questionable theatrical decisions, and the new regime wants to change that. This new commitment from Netflix to honor the theatrical window for Warner Bros. releases will provide much-needed financial stability. It’s a chess move, and 45 days is the opening gambit.
What’s the average theatrical window?
Before the pandemic, a theatrical window of 75-90 days was considered standard. Then, everything changed. While 45 days is a step in the right direction, it’s still shorter than many cinema purists (and theater owners) would prefer. Some studios have experimented with even shorter windows, but audiences haven’t been thrilled about paying premium prices for what feels like a fleeting exclusive.
The success of Christopher Nolan’s Oppenheimer, with its long theatrical run, demonstrates that audiences will show up for quality films if given the time. This isn’t just about squeezing every last dollar (€0.93) out of a film; it’s about creating a cultural moment. Theatrical exclusivity is the first ingredient.
How will this affect other streaming services?
Netflix’s commitment could influence other streaming services. If audiences embrace the 45-day window, other studios might be forced to reconsider their release strategies. This could lead to a more balanced ecosystem where theatrical releases are valued, and streaming services don’t cannibalize the box office. Think of it as a course correction for an industry that briefly lost its way.
These are encouraging words from the Netflix co-CEO. While 45 days is shorter than many would prefer, at least it’s progress. Does this commitment make you more likely to see a Warner Bros. movie in theaters, knowing it will have a decent run before hitting streaming?
Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who.