AMC and Universal put their feud to an end.

The world was already changing pretty quickly. Streaming services were taking up a good chunk of the entertainment market share. As the years have gone on, we’ve seen the theatrical window continue to shrink. I remember growing up, it could be a year or more between when a film hits theater and VHS. Pre-COVID, we saw that window shrink to a few short months. Now, in the time of COVID, things are changing.

As you may recall, a couple of months back, Universal made an unprecedented move when it released Trolls World Tour day-and-date on VOD and in theaters. This news hit AMC hard and the theater chain threatened not to show Universal’s films that don’t obey what is typically around a three-month window. However, now it looks like they are changing their tune.

A report from THR states that history has essentially been made. The theatrical window has been reduced to 17 days. Prior to this, the window was closer to 70 days, so this is a huge step in the other direction. Obviously, this is just one studio and one theater chain, but the floodgates are now open. It’s only a matter of time before other studios and chains create a similar deal in attempts to adapt to these difficult times.

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One interesting expectation in this new deal is that AMC will share in the revenue from PVOD. This will undoubtedly help soften the blow when a film exits theaters, but I can’t help but wonder how much this will negatively affect the bottom line for studios. That being said, it’s not like AMC was in much of a position to bargain. As the months have gone on, it’s become clearer and clear that some good faith from consumers and the industry as a whole would be needed to keep theaters running as they have been.

What do you think of this new deal between AMC and Universal? Is this a good move for consumers and do you see this ever reversing when the world turns back to some semblance of normal? Let us know your thoughts down below!

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SOURCE: THR