Beyond the big screen: secondary channel releases and their impact on the theatrical market

Danielle Brennan, Kyle D. S. Maclean () and Mercedes Sanchez
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Danielle Brennan: Western University
Kyle D. S. Maclean: Western University
Mercedes Sanchez: EDHEC Business School

Journal of Cultural Economics, 2025, vol. 49, issue 2, No 2, 257-280

Abstract: Abstract Ninety-day exclusive theatrical windows have been threatened by the age of streaming and the COVID-19 pandemic. Some studios have adopted earlier secondary release strategies, leading to conflicts with talent. However, the extent to which this has impacted box office performance remains unclear. Using a two-stage difference-in-difference analysis, we show that when a film is made available on a secondary channel, it is shown in fewer theatres and has a lower theatrical gross. An event study suggests that the impact increases, the longer the film remains available on a secondary channel. We discuss the implications for both distributors and exhibitors.

Keywords: Film; Distribution channel; Empirical; Difference in difference; C33; D40; Z11 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10824-024-09522-0

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