Movie theaters have become less popular after the COVID-19 pandemic, which caused many of them across the U.S. to close. As a result, many films have had lower box office results at theaters; however, some movies have gained much media attention and stellar box office revenue.
Nearly two summers ago, Christopher Nolan’s “Oppenheimer” (2023) and Greta Gerwig’s “Barbie” (2023) took the world by storm because of the excellent “Barbenheimer” marketing campaign and the creative minds behind each film’s development. The period was a good time for cinema lovers.
Many films have risen from the ashes of failed blockbusters since then. Production companies such as A24, Neon and Searchlight Pictures are a few saving graces for unknown filmmakers to get their voices heard, and their work seen by the masses.
However, many filmmakers are starting to learn that their films are not staying in theaters for very long.
Bong Joon Ho’s “Mickey 17” (2025) was released theatrically March 7 in the U.S. The film will begin streaming on premium video-on-demand platforms Tuesday, just 32 days after its theatrical release. Similarly, Drew Hancock’s thriller “Companion” (2025) was released in theaters January 31 and was in theaters for 18 days before it was released for digital purchase February 18.
Here are a handful of reasons why these smaller films have such short theatrical lifespans:
Underperforming box office numbers
Perhaps the biggest reason why certain films are pulled from theaters so soon is because the films fail financially. The budget for “Mickey 17” was $118 million, but it has grossed approximately $121 million worldwide. The film is considered a box office bomb because it needed to earn more to break even on marketing and distribution costs.
However, “Companion” did reasonably well. It had a $10 million budget and it grossed an astonishing $36.7 million worldwide, making it a profitable film.
Maximizing streaming
If a film is not meeting a studio’s expectations in terms of how it is received by the public, studios are more willing to release films on streaming and VOD sooner to further maximize the potential streaming has to offer.
An earlier release on VOD and streaming could possibly help gather a new audience, such as people who prefer to buy, rent and watch films at home rather than going to a theater.
Studios such as Warner Bros. and Paramount Pictures have individual streaming services. The studios need consistent content to provide for its subscribers, so many studios resort to further making streaming and VOD a popular demand.
Popularity in product
Neither “Mickey 17” nor “Companion” are as popular as the more mainstream franchises like Marvel and Star Wars that fuel the current cinematic landscape.
Films similar on scale to “Mickey 17” and “Companion” might have a smaller chance of coming on top without being buried in the sea of countless other films and television shows on a streaming platform.
