With many theaters closed due to COVID-19, Universal pivoted Trolls World Tour to premium VOD, intensifying exhibitor-studio conflict over bypassing traditional theatrical exclusivity windows.
AMC Theatres and Universal announced a multi-year U.S. deal allowing Universal to move titles to PVOD after as little as 17 days (three weekends), with AMC receiving a share of PVOD revenue—an early template for shortened windows.
Warner Bros. said its entire 2021 theatrical slate would debut simultaneously in theaters and on HBO Max for a limited period (one month), escalating “hybrid release” from one-off experiments to a full-year strategy.
Wonder Woman 1984 premiered with a U.S. hybrid model: theatrical release alongside simultaneous availability on HBO Max (U.S.), signaling a studio-scale willingness to trade exclusivity for streaming reach.
Ahead of Paramount+’s launch, ViacomCBS announced select Paramount films would move to Paramount+ after a shortened theatrical window (often framed as ~45 days), formalizing a “short window then streaming” approach.
Disney announced that Raya and the Last Dragon would release simultaneously in theaters and on Disney+ via Premier Access, extending the day-and-date concept to a major family title.
Universal and Peacock announced The Boss Baby: Family Business would debut day-and-date in theaters and on Peacock Premium, broadening hybrid release experimentation beyond PVOD into a studio-owned streamer.
Marvel’s Black Widow opened simultaneously in theaters and on Disney+ via Premier Access, a high-profile hybrid release that underscored the strategic value—and controversy—of shortened exclusivity.
After an exclusive theatrical launch, Paramount brought A Quiet Place Part II to Paramount+ 45 days later—an influential proof point for the “shortened window to owned streamer” model.
Universal announced Halloween Kills would release simultaneously in theaters and on Peacock (Premium tiers), extending hybrid distribution into a major franchise title during the ongoing pandemic recovery.
The Matrix Resurrections was described as the final Warner Bros. film under the studio’s 2021 HBO Max same-day theatrical/streaming initiative, marking the wind-down of that specific large-scale hybrid program.
The National Association of Theatre Owners (NATO) rebranded as Cinema United, reflecting ongoing exhibitor efforts to advocate for theatrical exclusivity norms in an era of shortened windows and streaming-first competition.
Shortened theatrical windows and hybrid release experiments (2019–2023)
