"This policy affects any and all Universal movies per se, goes into effect today and as our theatres reopen, and is not some hollow or ill-considered threat. Therefore, effectively immediately AMC will no longer play any Universal movies in any of our theaters in the United States, Europe or the Middle East. "It is disappointing to us, but Jeff’s comments as to Universal’s unilateral actions and intentions have left us with no choice. Universal could then (in theory) expand this approach after theaters reopened, making releases available on PVOD on the same day and date as their theatrical release so that audiences have the option of seeing a brand new movie either in a theater or in the comfort of their own home. Trolls World Tour was made available to rent (not buy) for $19.99 - roughly the cost of two people going to see the movie in a theater. This wasn't simply about making sure Trolls World Tour reached its young fans sooner rather than later it was also an opportunity for Universal to test the efficacy of PVOD releases for major movies. For Trolls World Tour, which had been very close to its originally planned release date of April 10 before the lockdowns, Universal decided to experiment with a PVOD release on the date that the movie would have released theatrically. Movies that had only recently been released in theaters, like Bloodshot, Onward and The Invisible Man, were made available to stream. Many major releases, like No Time To Die and F9, had their release dates pushed back by months. When the coronavirus pandemic led to global movie theater shutdowns starting in March 2020, the film industry had to figure out a way to respond to an unprecedented situation. Here's what happened so far in the feud between AMC and Universal, how it's connected to Trolls World Tour, and what it could mean for future Universal releases. The current trouble between AMC and Universal comes at a tense time for AMC, during a month when the theater chain giant has been threatened with the prospect of bankruptcy. Related: The Irishman: Netflix's Short Theatrical Run Labelled 'A Disgrace' When Netflix attempted to negotiate a theatrical release window of just 45 days for Martin Scorsese's The Irishman last year, AMC and Cineplex instead opted not to show the movie at all. Theater chains are very protective of theatrical release windows, which are traditionally a minimum of 90 days. A crucial factor in that battle is exclusivity when Avengers: Endgame was released in theaters, that was the only place the movie could be seen until its home video release a little over three months later.
With the rise of video streaming services and other entertainment options, movie theaters are facing an ongoing battle to continue attracting audiences.
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