From theatrical exclusivity to platform immediacy: Changing windowing strategies in U.S. cinema

The sequencing of release windows has traditionally structured film distribution around theatrical exclusivity. In recent decades, however, the rise of digital platforms has challenged this temporal logic, prioritizing immediacy over delay. This article examines how windowing strategies in U.S. cinema have changed between 1990 and 2023, focusing on the progressive reconfiguration of the time intervals separating theatrical, physical, digital, and television releases. Drawing on a longitudinal analysis of the top grossing U.S. films, the study identifies a sustained contraction of release windows, culminating in near-simultaneous, platform-oriented distribution during the 2020s. Rather than treating windowing as a purely economic optimization problem, the article conceptualizes it as a shifting temporal regime shaped by platformization, changing consumption practices, and industrial coordination. By tracing the transition from theatrical exclusivity to platform immediacy, the study contributes to ongoing debates on convergence, distribution, and the transformation of cinematic circulation in the digital era.