AMC, Universal window deal explained, implications for movie theaters - Business Insider

, Universal Pictures and AMC Theatres, the largest theatrical chain in the world, have reached a deal that could have major ramifications for the future of the movie business.

The agreement doesn't mean that consumers could wait 17 days and get a standard-priced rental instead of going to a theater, however. PVOD digital rentals at services like iTunes and Amazon are typically priced at $20 a pop for new releases. Because of this, AMC is likely not as worried about a huge chunk of customers seeing PVOD as a deal relative to theaters, assuming the public health crisis of the coronavirus pandemic eventually dissipates.

"Universal and AMC's deal basically forces the hand of the other studios and exhibitors to play a similar game, which could result in the most dynamic change the movie industry has seen since its inception," Bock said.

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