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make it through the pandemic but the initial rush to the box office also indicates that the film industry is resilient and that perhaps the new, more flexible theatrical windowing isn’t so bad after all. Because of the forced closures, theaters around the globe find themselves with an embarrassment of rich film content that was developed, produced and put in cold storage in 2019 and the first half of 2020. As video projects cautiously start up again, there are strong indications that 2021/22 could be excellent for studios and streamers. Both parties will have to be flexible and realistic about the value of the content. Lots of people are showing that it’s important to get out, go to the movie and laugh, cry with strangers. But there are an equal/greater number who dismissed going to the movie pre-pandemic and the eight months staying home and watching new content on their screen(s) has become a better alternative. Disney, Universal, Paramount and yes even Warner have to come to grips with the facts that there are subtle differences between viewers in each country and content value should be based on the consumers’ perception, not the studio or the budget spend. “Before the pandemic, studios were reluctant to challenge the cinema industry’s theatrical release first window,” McLennan observed--especially if it was a mid-tier or tentpole film. “But with theaters closed and a dim view of what tomorrow might hold, studios held all of the cards so they could experiment with alternatives,” he said. “Universal went DTC with Trolls, generating upwards of $150M in online sales and proved the viability of selectively going to the consumer first. That encouraged AMC to readjust the unbreakable theatrical window going forward. “Disney, on the other hand, used their content to brilliantly build its subscriber base with a commitment to release its productions again in theaters when they reopened,” he added. “It worked for the two studios and we believe in the long run, the new flexibility will be best for everyone.” As Ampere recently pointed out, the shortened window could prove to be beneficial to both parties. Cinemas will have the blockbusters first, maximizing