Since April of 2020, NBCUniversal says more than 42 million people have signed up for Peacock. The hybrid release model for “The Boss Baby 2” isn’t expected to be Universal’s new way of doing business, but rather a boost for Peacock ahead of the Olympics in late July. It later put the DreamWorks pic “The Croods: A New Age” on demand shortly after it debuted in theaters, where the kids’ film became a pandemic-era hit with $168 million in worldwide ticket sales. So far, that method has proved to be lucrative for Universal. Yet shortly after the “Trolls World Tour” debacle, the studio made nice with theaters and forged a historic agreement to put new movies on premium video-on-demand platforms after 17 days. At that time, all indoor theaters were shuttered to help stop the spread of COVID-19.
In what feels like a lifetime ago, theater owners threatened to boycott Universal’s movies last year after the studio decided to put “Trolls World Tour” in cinemas and on demand on the same day. Though the box office has begun to shown signs of life, film exhibitors are still reeling from prolonged theater closures and the onslaught of release date delays that followed. However, they aren’t in much of a position to refuse new movies. Theater operators, of course, have the option of whether or not to play the movie.
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