Streaming vs cinemas: studios test a 45-day window

Three studios are testing a fixed 45-day gap in a pilot, a fictional trade body said.

Under the pilot, three major releases will play only in cinemas for 45 days. Cinema owners say a fixed window gives families a reason to buy tickets; platforms say flexible windows win subscribers.

The test runs until March. The trade body will publish the results in April.

This is a demo story: every name, place, organisation and figure in it is fictional.