As studios finally start to see the damage of the short theatrical windows are making long term,
#Universal is changing their strategy and will keep
#universal released titles exclusively in Theatres for at least 45 days, regardless of performance at US
#BoxOffice.
Currently, movies which underperform or gross less than 50M are kept for just 17 days exclusively in theatres before heading to digital, and even big titles such as the
#Wicked films hit digital after just 39 days. From now onwards, 45 days become the very minimum.