What about the window deal’s financial impact on studios? “There is good news here with this PVOD announcement as they can open up a shorter consumer window to more efficiently leverage marketing spending,” Nathanson argued. Of course, the lower box office attendance will also negatively impact high-margin per cap spending on food and beverages.” Increased COVID-19 risks still exist, we worry that the near-term impact on attendance can be more substantial and consumers in the long run will continue to opt to watch more non-blockbuster films in their homes going forward. He added: “If consumers are trained to wait only a few weeks to watch the movie at home, especially while “So if the 17-day option becomes standard across all studios, we expect a higher level of movie attendance cannibalization than if the exhibitors could have held the PVOD window at 30 days,” Nathanson concluded. He said that looking at the top 2019 films in key categories shows that roughly 80 percent-90 percent of total box office was generated within the first four weeks, with the first three weeks accounting for 70 percent-80 percent. What does it mean though for movie going and the like? Nathanson predicted movie attendance would be cannibalized. In a report entitled “The Day the Windows Broke,” MofffettNathanson analyst Michael Nathanson called the development “a groundbreaking moment for the film industry.”

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