Universal Pictures will release their slate of films to Peacock 45 days after their theatrical release. Before the pandemic, the theatrical window for movies tended to be about 90 days before they would become available on VOD, however, in the wake of theaters shutting down, studios started shortening the amount of time a film is in theaters. On top of that, many of the various studios launched streaming services to compete with Netflix and were in desperate need of material to draw in subscribers.
Universal Pictures was one of the first studios to adapt to the pandemic landscape, as they sent their then-theatrical releases like The Invisible Man to VOD while also bypassing theaters entirely for the release of Trolls: World Tour. The decision angered many theater owners, and AMC even banned all films from Universal Pictures for a short time, but the two sides eventually came to an arrangement where the studio could release films to VOD after 45 days in theaters. Meanwhile, Universal's parent company, Comcast, launched its own streaming service, Peacock, in July 2020 to compete with the other major studios and experimented with releasing major films, as the studio chose to release Halloween Kills in theaters and made it available to stream on the service the very same day.
NBCUniversal confirmed that the studio will be releasing a majority of their films onto Peacock as early as 45 days after their theatrical release. The films will come from various subsidiaries including Universal Pictures, Illumination Entertainment, DreamWorks Animation, and Focus Features, and will begin with the studio’s 2022 film slate. They will also maintain the studio's existing PVOD deals. Peacock President Kelly Campbell and Vice Chairman/Chief Distribution Officer of Universal Filmed Entertainment Group, Peter Levinsohn, released a press statement regarding the news:
Kelly Campbell: “As we continue investing in the most valued and sought-after content for Peacock, films are essential to that mix. The team at Universal Filmed Entertainment Group are fantastic partners and we are excited to bring their amazing slate of blockbuster films and beloved franchises to Peacock as early as 45 days after their theatrical release, and provide a steady stream of fresh, original films exclusively for Peacock customers throughout the year.”
Peter Levinsohn: “Prioritizing the theatrical experience and eventizing our world class content remains the cornerstone of our business. By ensuring our upcoming slate has both a theatrical window and timely Peacock debut, we satisfy the needs and expectations for key stakeholders across the spectrum, from our filmmakers and producing partners, to cinemagoers and Peacock subscribers.”
Interestingly, it notes that this will be for most Universal Films and not all, likely because of the deal they struck with Christopher Nolan on Oppenheimer, which was guaranteed a 90-day theatrical window. The 45-day window seems to be the new industry standard, as Warner Bros. announced their entire 2022 film slate would stick to the theatrical window after their 2021 slate had a hybrid release schedule in theaters and on HBO Max. ViacomCBS confirmed that Paramount films would go to their streaming service, Paramount+, 30 to 45 days after theaters. Every major studio with a streaming service appears to be using the shortened theatrical window to help boost subscriptions.
The 2022 slate of films for Universal Pictures, Focus Features, Illumination, and DreamWorks Animation could certainly be what it takes to incentivize people to sign up for the streaming service. Despite Peacock offering the entire series of The Office and Parks and Recreation, along with coverage of the Olympics and WWE, it has struggled to compete with the other major studios. With the releases of Jurassic World: Dominion, Minions: The Rise of Gru, Downton Abbey: A New Era, and the upcoming Mario movie, there will be plenty of high profile titles that audiences can watch, and with the 45-day window, the studio is hoping it won't impact the respective films' box office.
Source: NBCUniversal