WarnerMedia is Planning to Return to Cinema-First in 2022
Kalin Ned — April 17, 2021 — Pop Culture
References: wbstudiotour & pocket-lint
The cinema-first release model has surely taken a back seat due to the ongoing pandemic. During COVID-19, film companies were forced to shift their distribution model and make movies available online due to the government-imposed health and safety measures that closed down many public spaces and advised individuals to practice physical distancing. WarnerMedia is optimistic about the future, however, and has announced that it will be going back to the cinema-first release model in 2022.
The company's shift in the pandemic allowed HBO Max users to stream brand new films on the same day as they were released in theaters. Starting 2022, however, consumers will be able to stream the latest movies at some point after their official cinema release. This return-to-normal contradicts the accelerated on-demand experiences that have been popularized because of the pandemic.
Image Credit: WarnerBros
The company's shift in the pandemic allowed HBO Max users to stream brand new films on the same day as they were released in theaters. Starting 2022, however, consumers will be able to stream the latest movies at some point after their official cinema release. This return-to-normal contradicts the accelerated on-demand experiences that have been popularized because of the pandemic.
Image Credit: WarnerBros
Trend Themes
1. Return-to-cinema - WarnerMedia's decision to return to cinema-first releases in 2022 presents an opportunity to disrupt the streaming industry and renew enthusiasm for the theatrical experience.
2. Hybrid-release - The hybrid release model, combining theater and streaming releases, presents a disruptive innovation opportunity to attract both moviegoers and at-home viewers for film companies.
3. Flexible-release-windows - Flexible release windows could disrupt traditional movie release schedules and allow film companies to adapt to changing consumer behavior.
Industry Implications
1. Movie-theaters - Movie theaters have an opportunity to capitalize on the return-to-cinema trend and provide compelling and safe experiences for moviegoers.
2. Streaming-services - The shift towards hybrid release models could disrupt the streaming industry and require streaming services to adjust their business models.
3. Film-production - Flexible release windows can allow film production companies to adjust their production and marketing strategies and better adapt to changing consumer behavior.
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