- CinemaCon 2025 revealed industry-wide tensions over theatrical windows.
- AMC CEO Adam Aron pushed for a 60-day exclusive theater window.
- Amazon MGM promised 15 major theatrical releases annually by 2027.
- Star power at CinemaCon appeared to fizzle, except for Tom Cruise.
- Studios and exhibitors aim for box office recovery by 2026.
CinemaCon 2025: A Turning Point for the Movie Industry
CinemaCon, the annual gathering of movie industry professionals in Las Vegas, is traditionally a celebration of the cinematic experience. However, the 2025 edition was marked by tensions between studios and exhibitors, reflecting the challenges faced by the movie theater business in recent years. From debates over theatrical windows to Amazon MGM’s ambitious promises, the event offered a glimpse into the industry’s uncertain future.
Debates Over Theatrical Windows
One of the most contentious topics at CinemaCon 2025 was the theatrical window—the period during which films remain exclusively in theaters before moving to streaming or home entertainment platforms. AMC Theatres CEO Adam Aron led the charge, advocating for a 60-day exclusive window. Aron argued that the pandemic-era concessions, which allowed films to be released on-demand within 17 days of their theatrical debut, have hurt the theater business.
Michael O’Leary, head of Cinema United, supported Aron’s stance, proposing a 45-day window as a compromise. He presented data showing that while blockbusters continue to perform well, smaller films have seen a significant drop in grosses compared to pre-pandemic levels. Studios, however, remain divided on the issue. Disney, for instance, received applause for its commitment to longer theatrical runs, with distribution chief Andrew Cripps stating, “We believe in the theatrical experience.”
Amazon MGM’s Bold Promises
Amazon MGM made waves at CinemaCon with its first-ever presentation, promising to release 15 major cinematic films annually by 2027. Mike Hopkins, the studio’s chief, revealed that 14 titles are already lined up for 2026, including sci-fi, fantasy, action-adventures, and family-friendly films. This announcement was a welcome development for exhibitors, who have long complained about the lack of new content to screen.
The promise from Amazon MGM could fill the void left by 20th Century Fox, which was absorbed by Disney in 2019. However, the success of this initiative will depend on whether audiences show up to theaters for these releases.
Fizzling Star Power
Star power, traditionally a key attraction at CinemaCon, seemed to lose its luster this year. Big names like Leonardo DiCaprio and Scarlett Johansson received muted responses from attendees. The exceptions were Tom Cruise, who earned applause for honoring his late “Top Gun” co-star Val Kilmer, and the “Wicked” duo Cynthia Erivo and Ariana Grande.
This lukewarm reception raises questions about the role of celebrity endorsements in driving box office success, especially as audiences increasingly prioritize content over star appeal.
Box Office Recovery: Eyes on 2026
The industry’s rallying cry has shifted from “Survive till 25” to “Survive till 26,” reflecting the slow pace of box office recovery. The year 2026 is expected to bring sequels to major franchises like “Avengers,” “Spider-Man,” “Minions,” and “Toy Story,” as well as new films from Christopher Nolan and Steven Spielberg. These releases offer hope for a spectacular rebound, at least on paper.
Until then, studios and exhibitors must navigate the challenges of declining revenues, shifting audience preferences, and the ongoing debate over theatrical windows.
CinemaCon 2025 highlighted the existential crisis facing the movie industry. While debates over theatrical windows and the role of star power revealed deep divisions, Amazon MGM’s ambitious plans offered a glimmer of hope. As studios and exhibitors look ahead to 2026, the question remains: can the industry recapture the magic of the big screen?
Sources: Variety