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"When analyzing title after title it becomes very clear that spikes in piracy are most drastic when a movie is first available to watch in the home: It doesn't matter if its available via premium video on demand or subscription video on demand," said Fithian. "No Way Home" generated around $1.9 billion at the global box office during its run in theaters. In fact, the president of Sony's Motion Picture Group, Josh Greenstein, touted that "Spider-Man: No Way Home," which was released in December, remained in theaters for 88 days before becoming available to the public through other platforms. While some studios have opted to occasionally implement day-and-date releases - usually movies with low-to-mid-tier budgets or ones that cater to a demographic of moviegoers that has been slow to return - most studios have committed to showing their films for at least 45 days before releasing them to the home market. That's why Disney moved to schedule the 2019 release of "Avengers: Endgame" to coincide in China and North America on the same date to ensure that the majority of potential audiences could see the film in theaters before it was pirated online. Studios and industry executives are keenly aware how powerful a dedicated box office window can be for a film and how devastating piracy can be to potential earnings. Theater owners are optimistic that crowds will keep coming back, particularly after the lucrative box office performance of "Spider-Man: No Way Home," "The Batman" and "Sonic the Hedgehog 2." However, as more consumers have returned to movie theaters, the need for this practice has waned. Throughout the Covid pandemic, day-and-date releases became a necessary part of the box office recovery process. "And with the right efforts to build awareness with consumers, lawmakers, and the media, we can continue to build a culture that recognizes piracy for what it is - theft, pure and simple, and a direct threat to creators, the creative workforce and the creative community everywhere."
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"On average pre-release piracy can take away as much as 20% of box office revenue - your revenue," Rivkin told theater owners Tuesday. "When a pristine copy of a movie makes its way online and spreads, it has a very damaging impact on our industry."įithian's remarks at CinemaCon, which is hosted by the movie theater group, followed a lengthy speech by Charles Rivkin, CEO of the Motion Picture Association, about the dangers of digital piracy and how the MPA is working to combat illegal uploads and downloads of cinematic content. "I am pleased to announce that simultaneous release is dead as a serious business model, and piracy is what killed it," Fithian said Tuesday in his annual address at CinemaCon.