Paramount Pictures’ new leadership team has signaled its commitment to robust theatrical releases, doubling down on the importance of a strong presence in cinemas. This approach is a significant departure from the traditional streaming model, where films are made available for consumption at home.
According to Paramount CEO David Ellison and President Jeff Shell, the company will prioritize theatrical windows, which determine how long a new movie runs in theaters before being made available on paid video-on-demand and streaming services. The goal is to maximize value through a combination of theatrical and online releases.
In 2020, Universal Pictures made a landmark deal with theater chains like AMC and Cinemark, allowing their films to move from theaters to PVOD after just 17 days. This shorter window sparked debate about the effectiveness of straight-to-streaming films compared to those supported by traditional marketing campaigns.
Paramount’s new head of streaming, Cindy Holland, has stated that streaming movies are not a priority for her, indicating a shift in focus towards creating a more balanced approach to film distribution. The company will now examine its windows on a case-by-case basis, taking into account the unique value proposition of each movie.
Industry experts have welcomed this move, citing the importance of traditional marketing and theatrical experiences in driving consumer engagement. With Paramount’s new approach, it appears that the studio is finally recognizing the value of combining both online and offline releases to maximize film success.
Source: https://variety.com/2025/film/news/paramount-skydance-theatrical-movies-streaming-ellison-1236488740