Five Years Later, Has The Movie Industry Recovered from the Warner Bros. ‘Project Popcorn’ Misadventure?
Warner Bros.' 2021 'Project Popcorn' initiative released films simultaneously in theaters and on HBO Max during the pandemic, aiming to boost streaming subscriptions while supporting theaters. While the strategy initially increased HBO Max viewership, it drew criticism from filmmakers, talent, and exhibitors concerned about lost box office revenue. Five years later, the film industry has largely returned to traditional release windows, though the long-term impact on studio distribution strategies remains debated.
- ▪Project Popcorn was Warner Bros.' 2021 strategy to release all its films simultaneously in theaters and on HBO Max.
- ▪The initiative was led by then WarnerMedia CEO Jason Kilar as a response to pandemic-related theater closures.
- ▪Mortal Kombat (2021) became the most successful film launched on HBO Max under this model despite a quick theatrical drop-off.
- ▪The strategy faced backlash from filmmakers, actors, and theater chains over concerns about revenue and artistic value.
- ▪By 2026, most studios had reverted to traditional theatrical release windows, signaling a partial industry recovery.
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