However, Robbins said, if a film underperforms theatrically, has more leeway to push the film to other platforms.

'The ability for a major theater chain to reap some benefits from PVOD releases could offset some of the loss of a long theatrical window, but the expectation here is that Universal still recognizes the importance of those longer runs for films doing well at the box office.'

'This presents a significant evolution of the exhibitor-studio relationship, but one that seems to acknowledge compromises on both sides in an effort to keep things harmonious,' Shawn Robbins, chief analyst at, said. The National Association of Theatre Owners declined to comment, but in the past, it has been protective of the status quo. It is unclear if other theaters will follow suit and offer these kinds of deals to studios or if studios will seek out a similar deal with AMC. There is huge value in being the only place where moviegoers can catch the latest titles and it's something that up until now has been carefully guarded. The exclusivity of having films go to theaters for a prolonged period of time builds demand and excitement, which translates to ticket sales.

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