Marcus Theatres CEO Greg Marcus Urges Studios to Delay Home Release Promos During Theatrical Window

Greg Marcus, chairman and CEO of Marcus Corp., is calling on Hollywood studios to hold off on marketing a film as available to watch at home while it is still in its exclusive theatrical run. Speaking as the head of the fourth-largest U.S. theater circuit, Marcus acknowledged that theatrical windows have grown longer, but stressed that the timing of messaging is just as critical as the window itself in boosting moviegoing. He pointed to premium video on demand (PVOD) and transactional video on demand (TVOD) as release strategies that follow theatrical, but argued that promoting those options too early can undermine the big-screen experience. Marcus Theatres operates over 1,000 screens across 17 states, making its leader's perspective influential among exhibitors. The push comes as studios and cinemas continue to negotiate windowing models in a post-pandemic landscape, with some films moving to home platforms in as little as 17 days. Marcus's comments highlight a growing concern that even if windows are respected, early home-entertainment advertising can confuse audiences and dampen ticket sales. The industry will be watching whether studios adjust their marketing timelines in response to exhibitor pressure.