Cinema United CEO Calls for Mandatory 45-Day Theatrical Release Window

Michael O’Leary, the CEO of Cinema United, which was previously known as the National Association of Theatre Owners (NATO), recently made a bold call for a mandatory 45-day theatrical window for new movie releases. Speaking at the CinemaCon 2025 event in Las Vegas on April 1, O’Leary emphasized the importance of extending the exclusive window for movie theaters to ensure the survival of the box office industry and Hollywood.

In his keynote address, O’Leary highlighted concerns about efforts to shorten the theatrical window to just 17 days for movies with less than $50 million in ticket sales or bypass theaters entirely in favor of streaming platforms. According to O’Leary, these practices are contributing to a decline in box office performance.

Data from 2024 shows that ticket sales for the top 20 box office hits were down by 10% compared to the previous year, with a more significant 32% drop for the following 80 releases. The trend is continuing in 2025, with North American ticket sales down by 7% to $1.34 billion as of March 25, as reported by Comscore.

O’Leary believes that the issue is not the quality of movies but rather a shift in consumer behavior. He noted that audiences are increasingly choosing to wait for movies to appear on streaming services, which undermines the theatrical experience and impacts the frequency of moviegoers visiting theaters. To address these challenges, O’Leary argues that maintaining a 45-day window for theatrical releases is essential.

In conclusion, O’Leary stressed the need for a collaborative approach to supporting the entire industry and ensuring its long-term success. By prioritizing the theatrical experience and preserving the exclusivity of movie releases in theaters, he hopes to revitalize the box office market and meet the evolving demands of movie fans.