Cinemark CEO says Netflix's two-week IMAX window threatens theatrical ecosystem
Cinemark and Regal will not screen Netflix's "The Further Mis-Adventures of Cliff Booth" because the short theatrical window conflicts with long-term industry interests.
Cinemark announced it will not exhibit Netflix’s upcoming film "The Further Mis-Adventures of Cliff Booth," citing concerns that the two-week IMAX theatrical window before the streaming debut undermines the broader theatrical ecosystem. The decision aligns with the chain’s practice of evaluating each release through a long-term lens.
"We always look at things through a long-term lens and how certain precedents could affect longer-term industry dynamics. In this particular case, we don’t believe the proposed release model is constructive for the broader theatrical ecosystem, and it’s not aligned with the greatest interest of our theaters," said Cinemark CEO Sean Gamble during a post-earnings call.
Cinemark will continue to show other titles, including the upcoming "The Hunger Games: Sunrise on the Reaping," which it expects to run for multiple weeks. Regal issued a similar statement, emphasizing that premium screens are allocated based on distributors’ commitment to theatrical exclusivity.
"Shortened theatrical windows limit the opportunity for audiences to experience films on the big screen. We will continue to prioritize releases that recognize the value of theatrical exclusivity," said Brooks LeBoeuf, senior vice president of U.S. Content at Regal Global Entertainment.
Netflix has recently adopted a more theater-friendly approach, designating several films for limited theatrical runs and box-office reporting, though window lengths vary. Gamble noted that while it is early to draw firm conclusions, Netflix’s increased engagement with cinemas represents a positive step.
"They’ve got six films announced now through November 2027 that will have full theatrical releases with marketing campaigns and reported box-office results. We’ll see how those are executed," Gamble added.
He also compared Netflix’s strategy to other streamers, observing that Amazon is heavily investing in theatrical releases following its MGM acquisition, while Apple is expected to increase its theatrical presence, though specific plans remain unclear.