Theatricality refers to the cinematic release strategy that a studio takes and seeks to understand which titles would benefit more from a theatrical release as opposed to a streaming release.

Understanding theatricality helps determine whether or not a movie will bring audiences to a theater or not.

A movie with high theatricality means it's likely to be a blockbuster across all windows of distribution. A low theatricality score suggests the movie should skip the theaters and go straight to an alternative distribution like streaming.

With Movie Demand in DEMAND360, you can see which theatrical releases have high demand in each market and on a global scale.

Filter by theatrical release type to narrow your search results.

Movie Demand - Release Type filter

Theatrical releases are defined below:

  • Theatrical - Movies released in theaters.

    • Wide: Movies that have been released in over 600 theaters.

    • Limited: Movies that have been released in less than 600 theaters.

  • Home Entertainment - Movies that have not been released in theaters.

    • Streaming: Movies that skipped theaters and were launched directly on streaming platforms.

  • Day-and-Date - Movies released in theaters and also on streaming platforms within six days of each other.

    • Wide and Streaming: Movies that were released in more than 600 theaters and also on one or more streaming platforms.

    • Limited and Streaming: Movies that were released in less than 600 theaters and also on one or more streaming platforms.

Theatrical release strategy can be combined with other predicted levels of demand across streaming platforms to ascertain key insights including: optimal release time, how a movie is tracking relative to competitors, and how a movie is tracking pre-release in different markets.

You can learn more about this from our latest Movie Demand Whitepaper which discusses the future of theatricality and how movie demand can drive better strategic decision-making.

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