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

Author

Listed:
  • Danielle Brennan

    (Western University)

  • Kyle D. S. Maclean

    (Western University)

  • Mercedes Sanchez

    (EDHEC Business School)

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.

Suggested Citation

  • Danielle Brennan & Kyle D. S. Maclean & Mercedes Sanchez, 2025. "Beyond the big screen: secondary channel releases and their impact on the theatrical market," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 49(2), pages 257-280, June.
    • Handle: RePEc:kap:jculte:v:49:y:2025:i:2:d:10.1007_s10824-024-09522-0
    DOI: 10.1007/s10824-024-09522-0
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    References listed on IDEAS

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    1. Ravid, S Abraham, 1999. "Information, Blockbusters, and Stars: A Study of the Film Industry," The Journal of Business, University of Chicago Press, vol. 72(4), pages 463-492, October.
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    Cited by:

    1. Ricard Gil & S. Abraham Ravid & Olav Sorenson, 2025. "Talent and technology in creative industries: introduction to the special issue," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 49(2), pages 241-255, June.

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