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<span id="openzim-page-title" class="mw-page-title-main"><span class="mw-page-title-main">Simultaneous release</span></span>
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<p>
A <b>simultaneous release</b>, also known as a <b>day-and-date release</b>, is the <a href="Film_distribution" title="Film distribution">release</a> of a <a href="Film" title="Film">film</a> on multiple platforms—most commonly <a href="Movie_theater" title="Movie theater">theatrical</a>, <a href="Home_video" title="Home video">home video</a> and <a href="Video_on_demand" title="Video on demand">video on demand (VOD)</a>—on the exact same day, or in very close proximity to each other. This is in contrast to the industry standard of having a window of exclusivity (usually 90 days) between the theatrical and home video releases.
</p><p>The concept was used by several <a href="Independent_film" title="Independent film">independent films</a> released in the 2000s. In the mid-2010s, the subscription <a href="Streaming_service" class="mw-redirect" title="Streaming service">streaming service</a> <a href="Netflix" title="Netflix">Netflix</a> began to perform simultaneous releases of its feature films, by means of a <a href="Limited_theatrical_release" title="Limited theatrical release">limited theatrical release</a>, accompanied by international availability on the Netflix service. As of <i><a href="Roma_(2018_film)" title="Roma (2018 film)">Roma</a></i> in 2018, Netflix began a practice of giving its films a three-week limited release before they become available on the service, which is still shorter than standard.
</p><p>Due to their <a href="Disruptive_innovation" title="Disruptive innovation">disruptive</a> nature, simultaneous releases have faced mixed reactions from the industry. Advocates have considered them a means of catering to <a href="Consumer_choice" title="Consumer choice">consumer choice</a> and improving the accessibility of film, and critics arguing that they dilute <a href="Box_office" title="Box office">box office</a> revenue by requiring cinemas to compete with premature availability of a film on home video, and are detrimental to the traditional movie-going experience. Most major cinema chains require films to have an exclusive theatrical window of a minimum length (which in some countries is also enforced by law), so films that pursue a simultaneous release or shorter window are typically screened at independent and art house cinemas only.
</p><p>Until 2020, the only film that had been released in such a manner by a <a href="Major_film_studio" class="mw-redirect" title="Major film studio">major film studio</a> was <i><a href="The_Interview" title="The Interview">The Interview</a></i>, which resorted to simultaneous releases via cinemas and digital rentals due to unforeseen circumstances inhibiting a wide theatrical release. The <a href="COVID-19_pandemic" title="COVID-19 pandemic">COVID-19 pandemic</a> led to a wider number of simultaneous releases among major studios (either via digital rentals, or availability on a parent company's subscription streaming service) for a period from mid-2020 through mid-2021, due to cinemas not operating in all jurisdictions. With the reopening of cinemas, as well as contractual agreements with exhibitors mandating theatrical exclusivity, most major film distributors ended most of their simultaneous releases by mid-2021, with some exceptions (including several family films in late-2021 due to <a href="COVID-19_vaccine" title="COVID-19 vaccine">COVID-19 vaccines</a> not yet being approved for children in the United States).
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<div class="mw-heading mw-heading2"><h2 id="Justification">Justification</h2></div>
<p>Typically, the release of a film is governed by staggered exclusivity "windows" of specific lengths, to prevent releases of a film at different outlets from having to compete directly with each other.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:4_2-0" class="reference"><a href="#cite_note-:4-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_3-0" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Release windows are enforced primarily by major cinema chains, which usually requires distributors to agree to a 74-day window before a film is offered via <a href="Electronic_sell-through" title="Electronic sell-through">electronic sell-through</a>. There is usually a 90-day window between the theatrical and home video releases.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_3-1" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:2_5-0" class="reference"><a href="#cite_note-:2-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup>
</p><p>By the 2000s, improving <a href="Home_cinema" title="Home cinema">home cinema</a> technology such as <a href="DVD" title="DVD">DVD</a>, and the growth of <a href="Film_piracy" class="mw-redirect" title="Film piracy">piracy</a>, gave studios an incentive to release films on home video sooner. In 2005, <a href="The_Walt_Disney_Company" title="The Walt Disney Company">Disney</a> CEO <a href="Bob_Iger" title="Bob Iger">Bob Iger</a> suggested that simultaneous releases of films at theaters and on DVD could help to counter piracy, going as far as suggesting that DVDs could be sold directly at the theater (providing an additional source of revenue to their owners).<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_3-2" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> In the late-1980's, the average length of time between theatrical and home video releases was usually six months, but some <a href="Blockbuster_(entertainment)" title="Blockbuster (entertainment)">blockbuster</a> films enjoyed windows of nine to twelve months.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_3-3" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> By 2012, the average window before a home release was 112 days, which decreased to 85 by 2017.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup>
</p><p>A simultaneous release only requires a single <a href="Film_promotion" title="Film promotion">marketing campaign</a>, which can be beneficial for studios with lower budgets.<sup id="cite_ref-:3_12-0" class="reference"><a href="#cite_note-:3-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup>
</p>
<div class="mw-heading mw-heading2"><h2 id="Notable_examples">Notable examples</h2></div>
<ul><li>In 2005, British distributor <a href="Dogwoof" title="Dogwoof">Dogwoof</a> experimented with the concept for its July 25 release <i>EMR</i>, with a theatrical release, a DVD, and digital purchase in partnership with British ISP <a href="TalkTalk_Group" title="TalkTalk Group">Tiscali</a>.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup></li>
<li>The January 2006 release of <a href="Steven_Soderbergh" title="Steven Soderbergh">Steven Soderbergh</a>'s <i><a href="Bubble_(2005_film)" title="Bubble (2005 film)">Bubble</a></i> was one of the first high-profile examples of a simultaneous and "<a href="Vertical_integration" title="Vertical integration">end-to-end</a>" film release. <i>Bubble</i> was financed by <a href="Mark_Cuban" title="Mark Cuban">Mark Cuban</a> and <a href="Todd_Wagner" title="Todd Wagner">Todd Wagner</a> through their studio <a href="2929_Productions" class="mw-redirect" title="2929 Productions">2929 Productions</a>, which screened the film via their art house chain <a href="Landmark_Theatres" title="Landmark Theatres">Landmark Theatres</a>, and distributed the film on DVD. The film was also given airings on Cuban's <a href="HDNet" class="mw-redirect" title="HDNet">HDNet</a> and <a href="HDNet_Movies" title="HDNet Movies">HDNet Movies</a> cable networks. 2929 offered a 1% cut of revenue from DVD sales to cinemas who wanted to screen the film. Due to <a href="#Reception">resistance</a> over the model, major chains declined to screen <i>Bubble</i>.<sup id="cite_ref-:3_12-1" class="reference"><a href="#cite_note-:3-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup></li>
<li>In March 2006, <i><a href="The_Road_to_Guant%C3%A1namo" title="The Road to Guantánamo">The Road to Guantánamo</a></i> premiered on the British television network <a href="Channel_4" title="Channel 4">Channel 4</a> (who commissioned the film), and was released in selected theaters and on home media the following day. <a href="Andrew_Eaton" title="Andrew Eaton">Andrew Eaton</a>, co-founder of the film's distributor <a href="Revolution_Films" title="Revolution Films">Revolution Films</a>, explained that "with a film like this that's starting with what would traditionally be the last outlet—a television broadcast—we thought it would be better to go with everything else at once."<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup></li>
<li>In 2014, the wide release of the film <i><a href="The_Interview" title="The Interview">The Interview</a></i> —a film that satirizes the <a href="Workers'_Party_of_Korea" title="Workers' Party of Korea">North Korean regime</a>—was cancelled by <a href="Sony_Pictures" title="Sony Pictures">Sony Pictures</a>, after multiple chains pulled the film due to terrorist threats by a group that had also <a href="Sony_Pictures_hack" class="mw-redirect" title="Sony Pictures hack">hacked Sony Pictures' internal servers</a>, and was believed to have ties to <a href="North_Korea" title="North Korea">North Korea</a>.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Sony elected to instead offer the film for digital purchase on December 24, coupled with a <a href="Limited_theatrical_release" title="Limited theatrical release">limited theatrical release</a> the next day, and streaming online for a limited time.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-deadline-limitedrelease_17-0" class="reference"><a href="#cite_note-deadline-limitedrelease-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-dp20141223_18-0" class="reference"><a href="#cite_note-dp20141223-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup></li>
<li>In 2015, the subscription <a href="Streaming_services" class="mw-redirect" title="Streaming services">streaming service</a> <a href="Netflix" title="Netflix">Netflix</a> began to acquire feature films, such as <i><a href="Beasts_of_No_Nation_(film)" title="Beasts of No Nation (film)">Beasts of No Nation</a></i>. The film was distributed by <a href="Bleecker_Street_(company)" title="Bleecker Street (company)">Bleecker Street</a> in a limited release to ensure award eligibility (the <a href="Academy_Awards" title="Academy Awards">Academy Awards</a> require films to have been screened in <a href="Los_Angeles" title="Los Angeles">Los Angeles</a> for a week with at least three showings per-day, in order to be eligible for nomination. They do not mandate theatrical exclusivity or bar simultaneous releases),<sup id="cite_ref-:12_19-0" class="reference"><a href="#cite_note-:12-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> and released on Netflix's streaming service internationally day-and-date with the theatrical release.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Since <i><a href="Roma_(2018_film)" title="Roma (2018 film)">Roma</a></i> in 2018, Netflix has given its feature films a limited, three-week release prior to their debut on the service.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:03_23-0" class="reference"><a href="#cite_note-:03-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></li></ul>
<div class="mw-heading mw-heading3"><h3 id="Use_during_the_COVID-19_pandemic">Use during the COVID-19 pandemic</h3></div>
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</style><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="Impact_of_the_COVID-19_pandemic_on_cinema" title="Impact of the COVID-19 pandemic on cinema">Impact of the COVID-19 pandemic on cinema</a></div>
<p>The 2020 onset of the <a href="COVID-19_pandemic" title="COVID-19 pandemic">COVID-19 pandemic</a> led to the mandated closure of cinemas worldwide in order to prevent large public gatherings.<sup id="cite_ref-atlantic_delay_24-0" class="reference"><a href="#cite_note-atlantic_delay-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> On March 16, <a href="DreamWorks_Animation" title="DreamWorks Animation">DreamWorks Animation</a> announced that its film <i><a href="Trolls_World_Tour" title="Trolls World Tour">Trolls World Tour</a></i> would be given a simultaneous release as a digital rental on April 10, as part of a larger announcement that parent company <a href="Universal_Pictures" title="Universal Pictures">Universal Pictures</a> would also offer early rentals for several recent films still in theaters (including <i><a href="Emma_(2020_film)" title="Emma (2020 film)">Emma</a></i>, <i><a href="The_Hunt_(2020_film)" title="The Hunt (2020 film)">The Hunt</a></i>, and <i><a href="The_Invisible_Man_(2020_film)" title="The Invisible Man (2020 film)">The Invisible Man</a></i>).<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> As promotional campaigns and tie-ins for the film (including <a href="Corporate_synergy" title="Corporate synergy">corporate synergy</a> across the properties of Universal parent company <a href="NBCUniversal" title="NBCUniversal">NBCUniversal</a>) were already in progress, it would have been difficult to cleanly postpone its release.<sup id="cite_ref-:6_28-0" class="reference"><a href="#cite_note-:6-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> The film itself had already been moved up to an <a href="Easter" title="Easter">Easter</a> weekend release, replacing the <a href="Portrayal_of_James_Bond_in_film" title="Portrayal of James Bond in film">James Bond film</a> <i><a href="No_Time_to_Die" title="No Time to Die">No Time to Die</a></i> (which was deferred to November 2020 due to the pandemic, but ultimately delayed to October 2021)<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> on Universal's schedule.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup>
</p><p><i>Trolls World Tour</i> did receive theatrical screenings at around 25 <a href="Drive-in_theater" title="Drive-in theater">drive-in theaters</a> in the United States; <i><a href="Deadline_Hollywood" title="Deadline Hollywood">Deadline Hollywood</a></i> estimated that these screenings grossed $60,000 on its opening weekend (full <a href="Box_office" title="Box office">box office</a> numbers are not available, as Universal Pictures and <a href="Comscore" title="Comscore">Comscore</a> suspended their reports of figures beginning March 19 and 20).<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> Universal announced on April 13 that <i>Trolls World Tour</i> was its largest-ever debut for a digital release (surpassing <i><a href="Jurassic_World%3A_Fallen_Kingdom" title="Jurassic World: Fallen Kingdom">Jurassic World: Fallen Kingdom</a></i> ten-fold), with exact figures pending because they are not reported in the same manner as conventional box office figures.<sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> It became the top rental on a variety of VOD services (including <a href="FandangoNow" class="mw-redirect" title="FandangoNow">FandangoNow</a>, <a href="ITunes_Store" title="ITunes Store">iTunes Store</a>, <a href="Google_Play_Movies" class="mw-redirect" title="Google Play Movies">Google Play Movies</a>/<a href="YouTube" title="YouTube">YouTube</a>, and <a href="Vudu" class="mw-redirect" title="Vudu">Vudu</a>) over its opening weekend, with FandangoNow (majority-owned by Universal parent <a href="Comcast" title="Comcast">Comcast</a>) announcing that the film was its most pre-ordered rental of all-time, its most-ordered rental within the first day of availability, and its most-ordered rental within the first three days of availability.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:6_28-1" class="reference"><a href="#cite_note-:6-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> <i><a href="Deadline_Hollywood" title="Deadline Hollywood">Deadline Hollywood</a></i> estimated that based on its budget, the film could <a href="Break-even" title="Break-even">break-even</a> with around $200 million in revenue if between 9–12 million rentals were purchased.<sup id="cite_ref-DeadlineProfit_35-0" class="reference"><a href="#cite_note-DeadlineProfit-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup>
</p><p>On April 28, NBCUniversal CEO <a href="Jeff_Shell" title="Jeff Shell">Jeff Shell</a> reported to <i>The Wall Street Journal</i> that <i>Trolls</i> had reached around 5 million rentals and nearly $100 million in revenue, and stated that the company planned to release films "on both formats" as soon as cinemas reopen.<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup>
</p><p>On November 18, 2020, Warner Bros. announced that <i><a href="Wonder_Woman_1984" title="Wonder Woman 1984">Wonder Woman 1984</a></i> would be released in U.S. cinemas on December 25 and become available day-and-date on <a href="HBO_Max" title="HBO Max">HBO Max</a> for one month after its release.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> On December 3, Warner Bros. subsequently announced that this model would be extended to all of the studio's 2021 releases.<sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> The announcement was met with backlash across the industry, showing concerns that this would further erode the cinema industry, and that the move had been performed unilaterally without forewarning.<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> Disney pursued a similar strategy for selected films, with day-and-date rentals available to <a href="Disney%2B" title="Disney+">Disney+</a> subscribers ("Premier Access") for films such as <i><a href="Mulan_(2020_film)" title="Mulan (2020 film)">Mulan</a></i>, <i><a href="Raya_and_the_Last_Dragon" title="Raya and the Last Dragon">Raya and the Last Dragon</a></i>,<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> <i><a href="Cruella_(film)" title="Cruella (film)">Cruella</a></i>, and <i><a href="Black_Widow_(2021_film)" title="Black Widow (2021 film)">Black Widow</a></i>.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup>
</p><p>Restrictions began to ease in key markets such as the United States and United Kingdom over 2021. The major studios began to phase out these strategies pursuant to agreements with exhibitors; in March 2021, Warner Bros. confirmed an agreement with <a href="Cineworld" title="Cineworld">Cineworld</a> that requires a 45-day exclusivity window for its releases beginning in 2022, while Universal agreed to 17-day windows with multiple chains (including shares of rental revenue).<sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">[</span>47<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:1_48-0" class="reference"><a href="#cite_note-:1-48"><span class="cite-bracket">[</span>48<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:22_49-0" class="reference"><a href="#cite_note-:22-49"><span class="cite-bracket">[</span>49<span class="cite-bracket">]</span></a></sup> In September 2021, Disney announced that it would switch back to theatrical-only releases for the remainder of its 2021 slate, citing the successful performance of <i><a href="Shang-Chi_and_the_Legend_of_the_Ten_Rings" title="Shang-Chi and the Legend of the Ten Rings">Shang-Chi and the Legend of the Ten Rings</a></i>.<sup id="cite_ref-50" class="reference"><a href="#cite_note-50"><span class="cite-bracket">[</span>50<span class="cite-bracket">]</span></a></sup>
</p><p>Concerns over <a href="Variants_of_SARS-CoV-2" title="Variants of SARS-CoV-2">SARS-CoV-2 variants</a> and the lack of approved <a href="COVID-19_vaccine" title="COVID-19 vaccine">COVID-19 vaccines</a> for children at the time led to delays and simultaneous releases for several family films, such as <a href="Clifford_the_Big_Red_Dog_(film)" title="Clifford the Big Red Dog (film)"><i>Clifford the Big Red Dog</i></a> (theaters and <a href="Paramount%2B" title="Paramount+">Paramount+</a>), <i><a href="The_Addams_Family_2" title="The Addams Family 2">The Addams Family 2</a></i> (theaters and digital rental),<sup id="cite_ref-:7_51-0" class="reference"><a href="#cite_note-:7-51"><span class="cite-bracket">[</span>51<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-52" class="reference"><a href="#cite_note-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> and <i><a href="Turning_Red" title="Turning Red">Turning Red</a></i> (Disney+, theaters in regions where Disney+ had not yet launched, as well as limited runs at selected cinemas in the U.S. and UK).<sup id="cite_ref-deadline1_53-0" class="reference"><a href="#cite_note-deadline1-53"><span class="cite-bracket">[</span>53<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-54" class="reference"><a href="#cite_note-54"><span class="cite-bracket">[</span>54<span class="cite-bracket">]</span></a></sup> In 2022, Universal shifted several of its films to simultaneous releases on NBCUniversal's streaming service <a href="Peacock_(streaming_service)" title="Peacock (streaming service)">Peacock</a>, such as <i><a href="Marry_Me_(2022_film)" title="Marry Me (2022 film)">Marry Me</a></i>, <i><a href="Firestarter_(2022_film)" title="Firestarter (2022 film)">Firestarter</a></i>, <i><a href="Halloween_Ends" title="Halloween Ends">Halloween Ends</a></i>, and <i><a href="Honk_for_Jesus._Save_Your_Soul." title="Honk for Jesus. Save Your Soul.">Honk for Jesus. Save Your Soul</a></i>.<sup id="cite_ref-55" class="reference"><a href="#cite_note-55"><span class="cite-bracket">[</span>55<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-56" class="reference"><a href="#cite_note-56"><span class="cite-bracket">[</span>56<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-57" class="reference"><a href="#cite_note-57"><span class="cite-bracket">[</span>57<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-58" class="reference"><a href="#cite_note-58"><span class="cite-bracket">[</span>58<span class="cite-bracket">]</span></a></sup>
</p>
<div class="mw-heading mw-heading2"><h2 id="Reception_and_responses">Reception and responses</h2></div>
<p>Advocates of simultaneous releases argue that they promote <a href="Consumer_choice" title="Consumer choice">consumer choice</a>, by allowing viewers to choose how and when they want to watch a film, especially if they do not have access to a cinema.<sup id="cite_ref-:2_5-1" class="reference"><a href="#cite_note-:2-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:03_23-1" class="reference"><a href="#cite_note-:03-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> Netflix stated its model "[provides] access for people who can't always afford, or live in towns without, theaters. Letting everyone, everywhere enjoy releases at the same time. Giving filmmakers more ways to share art. These things are not mutually exclusive."<sup id="cite_ref-:03_23-2" class="reference"><a href="#cite_note-:03-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> In April 2019, <a href="Steven_Spielberg" title="Steven Spielberg">Steven Spielberg</a> similarly stated that "everyone should have access to great stories", and that they should be able to "find their entertainment in any form or fashion that suits them".<sup id="cite_ref-59" class="reference"><a href="#cite_note-59"><span class="cite-bracket">[</span>59<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-60" class="reference"><a href="#cite_note-60"><span class="cite-bracket">[</span>60<span class="cite-bracket">]</span></a></sup>
</p><p>Film industry figures have argued that simultaneous releases can dilute <a href="Box_office" title="Box office">box office</a> revenue, and detract from the communal experience of movie-going.<sup id="cite_ref-:4_2-1" class="reference"><a href="#cite_note-:4-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_3-4" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-61" class="reference"><a href="#cite_note-61"><span class="cite-bracket">[</span>61<span class="cite-bracket">]</span></a></sup> Following the announcement of <i>Bubble</i><span class="nowrap" style="padding-left:0.1em;">'</span>s simultaneous release, <a href="M._Night_Shyamalan" title="M. Night Shyamalan">M. Night Shyamalan</a> stated that the distributor's plans were "heartless and soulless and disrespectful", and argued that cable and internet companies needed to "wait their turn".<sup id="cite_ref-62" class="reference"><a href="#cite_note-62"><span class="cite-bracket">[</span>62<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-63" class="reference"><a href="#cite_note-63"><span class="cite-bracket">[</span>63<span class="cite-bracket">]</span></a></sup> Major cinema chains often refuse to carry films that do not adhere to an industry-standard exclusivity window, which can reduce a film's ability to reach a wider audience;<sup id="cite_ref-:0_3-5" class="reference"><a href="#cite_note-:0-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:2_5-2" class="reference"><a href="#cite_note-:2-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> <i><a href="IndieWire" title="IndieWire">IndieWire</a></i> acknowledged that a peak of 500 U.S. cinemas reached by <a href="Martin_Scorsese" title="Martin Scorsese">Martin Scorsese</a>'s Netflix-distributed <i><a href="The_Irishman" title="The Irishman">The Irishman</a></i> (relying on independent and <a href="Art_house" class="mw-redirect" title="Art house">art house</a> cinemas) was "close to the maximum number" it could be screened at without involvement from major chains.<sup id="cite_ref-64" class="reference"><a href="#cite_note-64"><span class="cite-bracket">[</span>64<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-65" class="reference"><a href="#cite_note-65"><span class="cite-bracket">[</span>65<span class="cite-bracket">]</span></a></sup>
</p><p>In 2018, the <a href="Cannes_Film_Festival" title="Cannes Film Festival">Cannes Film Festival</a> instituted a rule requiring all films screened to have a scheduled theatrical release in the country. Under French law at the time, theatrically released films were prohibited from being distributed on subscription video on demand services until three years after their original release. At the time, there was a proposal to shorten this to 15 months, if the service agrees to pay levies and perform investments in domestic productions.<sup id="cite_ref-:5_66-0" class="reference"><a href="#cite_note-:5-66"><span class="cite-bracket">[</span>66<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-67" class="reference"><a href="#cite_note-67"><span class="cite-bracket">[</span>67<span class="cite-bracket">]</span></a></sup> The move came following criticism of Netflix's submissions at the <a href="2017_Cannes_Film_Festival" title="2017 Cannes Film Festival">2017 festival</a>, which raised questions over whether it was appropriate to exhibit a film intended for a simultaneous release at a festival devoted to showcasing theatrical film.<sup id="cite_ref-68" class="reference"><a href="#cite_note-68"><span class="cite-bracket">[</span>68<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-69" class="reference"><a href="#cite_note-69"><span class="cite-bracket">[</span>69<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-70" class="reference"><a href="#cite_note-70"><span class="cite-bracket">[</span>70<span class="cite-bracket">]</span></a></sup>
</p><p>Netflix's day-and-date streaming of <i><a href="On_My_Skin_(2018_film)" title="On My Skin (2018 film)">On My Skin</a></i> (2018) upon its theatrical release in Italy was widely criticized by the local film industry, who felt that Netflix's use of the publicly funded <a href="Venice_Film_Festival" title="Venice Film Festival">Venice Film Festival</a> to promote its service and content (including <i>On My Skin</i> and <a href="Golden_Lion" title="Golden Lion">Golden Lion</a> winner <i>Roma</i>) was detrimental to Italian and European film. In November 2018, Italy's Minister of Culture <a href="Alberto_Bonisoli" title="Alberto Bonisoli">Alberto Bonisoli</a> announced that the industry's 105-day window between theatrical and streaming releases of a film (usually enforced via <a href="Gentleman's_agreement" class="mw-redirect" title="Gentleman's agreement">gentleman's agreement</a>) would be enshrined in law.<sup id="cite_ref-71" class="reference"><a href="#cite_note-71"><span class="cite-bracket">[</span>71<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:5_66-1" class="reference"><a href="#cite_note-:5-66"><span class="cite-bracket">[</span>66<span class="cite-bracket">]</span></a></sup>
</p><p>Since 2019, the <a href="Toronto_International_Film_Festival" title="Toronto International Film Festival">Toronto International Film Festival</a> has been restricted from scheduling films submitted by streaming services at the <a href="Scotiabank_Theatre_Toronto" title="Scotiabank Theatre Toronto">Scotiabank Theatre Toronto</a> (the main venue of the event), due to theatrical windowing requirements enforced by its owner <a href="Cineplex_Entertainment" title="Cineplex Entertainment">Cineplex Entertainment</a>.<sup id="cite_ref-72" class="reference"><a href="#cite_note-72"><span class="cite-bracket">[</span>72<span class="cite-bracket">]</span></a></sup>
</p><p><i><a href="The_Verge" title="The Verge">The Verge</a></i> felt that <i>Trolls World Tour</i> "could be a case study for Hollywood's digital future" even after the COVID-19 pandemic, acknowledging that although the vast majority of high-profile blockbuster films were more likely to receive a windowed release as to not erode relationships with the cinema industry (a preference endorsed by the <a href="National_Association_of_Theatre_Owners" class="mw-redirect" title="National Association of Theatre Owners">National Association of Theatre Owners</a>, which has led to such films having their releases repeatedly postponed, such as <i><a href="F9_(film)" title="F9 (film)">F9</a></i> and <i><a href="No_Time_to_Die" title="No Time to Die">No Time to Die</a></i>, rather than a simultaneous or straight-to-digital release), studios may be more likely to explore simultaneous releases on a case-by-case basis, especially for mid-budget films with lower revenue expectations (which could benefit from a wider multi-platform release).<sup id="cite_ref-73" class="reference"><a href="#cite_note-73"><span class="cite-bracket">[</span>73<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-74" class="reference"><a href="#cite_note-74"><span class="cite-bracket">[</span>74<span class="cite-bracket">]</span></a></sup>
</p><p>On April 28, 2020, <a href="AMC_Theatres" title="AMC Theatres">AMC Theatres</a> announced that it will no longer screen Universal Pictures films, in direct retaliation for NBCUniversal CEO Jeff Shell's plan to pursue simultaneous release for all film releases going forward.<sup id="cite_ref-75" class="reference"><a href="#cite_note-75"><span class="cite-bracket">[</span>75<span class="cite-bracket">]</span></a></sup> The studio later agreed to allow AMC a cut of revenue from premium VOD rentals in exchange for a 17-day minimum on the theatrical window.<sup id="cite_ref-76" class="reference"><a href="#cite_note-76"><span class="cite-bracket">[</span>76<span class="cite-bracket">]</span></a></sup>
</p><p>In March 2021, Disney CEO <a href="Bob_Chapek" title="Bob Chapek">Bob Chapek</a> argued that the shifts in distribution models for films would likely become permanent, as consumers had become "impatient" and have "had the luxury of an entire year of getting titles at home pretty much when they want them", but that "we certainly don't want to do anything like cut the legs off a theatrical exhibition run."<sup id="cite_ref-77" class="reference"><a href="#cite_note-77"><span class="cite-bracket">[</span>77<span class="cite-bracket">]</span></a></sup>
</p>
<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>
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