In mid-March 2020, many U.S. movie theaters closed as governments and public health officials responded to COVID-19. Studios suddenly could not rely on normal nationwide theatrical releases, putting pressure on long-standing “exclusive theatrical windows” (the period when a movie plays only in theaters). This disruption set the stage for experiments with day-and-date releases.
Universal released Trolls World Tour as a premium video-on-demand (PVOD) title while theaters were largely closed. The move showed that studios could sell first-run access directly to homes, not just after a long theatrical run. It became an early proof-of-concept for faster or simultaneous home availability.
AMC, the largest theater chain, said it would no longer play Universal films after Universal signaled interest in more direct-to-home releases. The public conflict highlighted how day-and-date or rapid-to-digital strategies could shift bargaining power between studios and exhibitors. It also made clear that any new model would likely require new revenue-sharing deals.
AMC and Universal reached a U.S. agreement allowing some Universal films to move to PVOD after just three weekends (17 days) in theaters. This replaced the traditional roughly 90-day exclusivity norm with a much shorter, negotiated window. The deal became a key template for “windowing” changes during the pandemic era.
Disney released the live-action Mulan on Disney+ using “Premier Access,” a paid add-on for subscribers, while also using limited theatrical release where Disney+ was not available. This was not identical to a full U.S. day-and-date theatrical launch, but it showed a major studio using a streaming platform to replace much of the box office. The experiment became a reference point for later hybrid releases.
Disney announced Soul would debut on Disney+ on December 25, 2020, without an extra Premier Access fee in most Disney+ markets. The decision showed a second approach: streaming-first distribution aimed at family audiences during a holiday period. Together with Premier Access, it broadened the menu of pandemic-era release strategies beyond theaters.
Warner Bros. announced its entire 2021 film slate would release simultaneously in theaters and on HBO Max in the U.S., with each film available on HBO Max for a limited time. The move was framed as a response to ongoing COVID-19 uncertainty and disrupted theater attendance. It was one of the most sweeping day-and-date policies by a major studio.
Warner Bros. released Wonder Woman 1984 in U.S. theaters and on HBO Max on the same date, with no extra charge beyond the subscription. This high-profile day-and-date launch showed a studio using streaming to reach audiences during limited theater capacity. It also previewed a broader shift Warner Bros. would formalize days later.
Disney released Raya and the Last Dragon in U.S. theaters and simultaneously on Disney+ with Premier Access. This extended the Premier Access + theaters approach beyond Mulan into 2021, signaling that hybrid releases were becoming a repeatable strategy, not a one-time test. It also highlighted different pricing models: subscription-only (some titles) versus paid add-on (others).
Paramount released A Quiet Place Part II exclusively in theaters, then brought it to Paramount+ 45 days later. The approach aimed to protect theatrical revenue while still speeding up streaming availability compared with pre-pandemic windows. It became a widely discussed example of a “shortened window” alternative to day-and-date.
Disney released Black Widow in theaters and on Disney+ with Premier Access, a high-stakes test for a blockbuster franchise film. Later, star Scarlett Johansson sued Disney, arguing the streaming release broke an agreement tied to theatrical performance bonuses. The dispute showed how day-and-date strategies could reshape (and strain) Hollywood compensation and contract norms.
Warner Bros. released Dune in theaters while also making it available on HBO Max as part of the studio’s 2021 plan. The title drew heavy attention because filmmakers argued big-screen viewing was central to the movie’s impact, while the pandemic-era strategy prioritized access and flexibility. By late 2021, the industry was already moving toward clearer post-2021 rules, such as standardized shortened windows rather than full day-and-date for most films.
Day-and-date release strategies during COVID-19 (2020–2021)