Netflix Says “Theatrical Commitment” | Hollywood Isn’t Buying It

Hollywood loves a carefully worded statement. And right now, no one is parsing words harder than theater owners, studios, and filmmakers watching Netflix’s next move.

With Netflix all but now firmed up with it’s bid for Warner Bros., Netflix co-CEO Ted Sarandos attempted to calm nerves. Speaking to the media, Sarandos has insisted Netflix is “100% committed” to releasing Warner Bros. films in theaters with what he described as “industry standard windows.”

On the surface, that sounds reassuring. In practice, it opens the door to a very uncomfortable debate.

The issue isn’t whether Netflix wants theatrical releases. It’s what Netflix believes “traditional” actually means.

According to Deadline sources, Netflix has long advocated for a 17-day theatrical window. And to be fair, that position isn’t entirely irrational. The bulk of a film’s box office revenue is made within its first two to three weeks in theaters. That’s when demand is highest, marketing is at full burn, and audiences are most engaged. After that point, grosses typically fall sharply, and the studio’s cut of ticket sales shrinks week after week.

So really, from a studio and streaming perspective, the math checks out.

Unfortunately though this is where the logic breaks down.

That drop off period is exactly when theaters need the movie to stay put.

For theater chains, those extra weeks aren’t about maximizing a single film’s profit. They’re about survival. Extended runs help cover massive overhead costs, from staffing and utilities to ongoing upgrades that keep theaters competitive in an era of premium TVs and home sound systems.

Those 30 to 45 day windows are what allow theaters to stabilize income, reinvest in their locations and maintain the experience studios still rely on to launch their biggest films.

Cut that window down to 17 days, and theaters don’t just lose a little revenue. They lose the foundation that keeps the business viable.

That’s why chains like AMC are drawing a hard line at roughly 45 days. Not because they’re clinging to an outdated model, but because they understand something streaming platforms often don’t want to acknowledge… theaters and studios are interdependent.

One cannot meaningfully thrive without the other.

Netflix’s model prioritizes speed, control, and rapid migration to streaming. The theatrical model prioritizes longevity, scale, and cultural impact. When one side tries to dominate the equation, the entire system starts to collapse.

And that’s the real fear underlying Sarandos’ comments.

Netflix can say it’s committed to theatrical releases, but a 17 day window turns cinemas into a brief marketing stop rather than a true revenue partner. Over time, that doesn’t just hurt theaters. It reshapes the industry into something smaller, safer, and far less ambitious.

If this path continues without compromise, the end result is obvious. Fewer theatrical films. More content designed for quick turnover. And eventually, a landscape dominated by TV shows and made for streaming movies pretending to be theatrical events.

There needs to be a happy medium.

That means real, transparent discussions between studios, theaters and distributors.

Not press friendly statements.
Not semantic gymnastics around the word “traditional.”

A system where theatrical windows reflect modern viewing habits without gutting the very infrastructure that made blockbuster cinema possible in the first place.

Because if theaters collapse, streaming doesn’t inherit a stronger industry.

It actually inherits a smaller one.