Universal Pictures has announced it will extend the exclusive theatrical run for its films to a minimum of five weekends in 2026, up from 17 days during the pandemic era. The studio plans to increase this to seven weekends in 2027. This shift aims to support cinema operators amid ongoing debates over streaming versus theatrical releases.
Universal Pictures, a major Hollywood studio, revealed a significant change in its release strategy on March 12, 2026. Previously, during the COVID-19 pandemic, the company pioneered shorter theatrical windows of about 17 days or three weekends, allowing films to quickly move to home entertainment. Now, Universal is committing to longer exclusive runs: five weekends in 2026 and seven in 2027.
This reversal comes as the film industry grapples with declining ticket sales, which remain around 20% below pre-pandemic levels. The traditional 90-day window has largely given way to a 45-day average since the disruptions of 2020. Universal's move is seen as a boost for theater owners, who have advocated for extended exclusivity to encourage cinema attendance over waiting for streaming options.
NBCUniversal Entertainment chair Donna Langley explained the decision in a statement to the New York Times: “Our windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem.”
The policy will apply to major releases starting with the romantic drama “Reminders of Him,” an adaptation of Colleen Hoover's novel, set for theaters on Friday. Upcoming 2026 films under the new window include “The Super Mario Galaxy Movie,” Christopher Nolan’s “The Odyssey,” the “Despicable Me” sequel “Minions & Monsters,” and Steven Spielberg’s “Disclosure Day.” However, it excludes Universal's specialty label Focus Features, which handles arthouse titles like “Hamnet,” “Bugonia,” and “Song Sung Blue,” allowing those to shift faster to premium video-on-demand to manage costs.
AMC Theatres CEO Adam Aron praised the announcement, stating: “AMC Theatres values Universal Pictures’ belief in the strength and future of theatrical exhibition. Universal’s continued commitment to theatrical exhibition is extraordinarily beneficial to AMC and strengthens the entire theatrical ecosystem.”
This comes amid broader industry shifts, such as the planned Paramount-Warner Bros. merger, which includes a commitment to 45-day windows and 30 theatrical films annually. Universal's pivot may reflect influences like Nolan's emphasis on the cinema experience.