Last month’s lockdown may have forever challenged the sacrosanct theatrical film exhibition 90-day window.

The film that led the charge? Trolls: World Tour!

Scott Mendelson writes in Forbes that Universal is reporting that Trolls: World Tour has earned around $100 million in the first three weeks of domestic “premium VOD” or PVOD (which costs $20 for 48 hours.)

After further analysis, he concludes:

“I think that the coronavirus-related closures and unease will hasten an inevitable process whereby movie theaters become the place where only the biggest would-be mega-budget blockbusters (or genre-specific tentpole releases) play on the big screen while almost everything else goes to VOD, DVD and/or streaming.”

Indie Wire quotes the WSJ that Universal Studios CEO Jeff Shell says: “As soon as theaters reopen, we expect to release movies on both formats.”

In protest, the AP reports that AMC (the world’s largest theatre chain) counters:

“Going forward, AMC will not license any Universal movies in any of our 1,000 theatres globally on these terms. Accordingly, we want to be absolutely clear, so that there is no ambiguity of any kind. AMC believes that with this proposed action to go to the home and theatres simultaneously, Universal is breaking the business model and dealings between our two companies.”

Stay tuned.

My take: in the current environment, this is inevitable. How else can the audience see new movies? However, as things relax, will the traditional window prevail? The studios may be quite content to continue releasing on PVOD, especially if a sizable chunk of viewers prefer to stay in the comfort of their homes and avoid sticky theatres. If the DOJ rescinds the Paramount Consent Degrees, I wonder how long it will be before theatre chains either buy studios or go into production for themselves?