As theatres re-open and moviegoing returns, exhibitors and studios appear to be moving towards a common set of rules for exclusive theatrical windows. This week, Universal Studios and Cineworld announced that they had concluded an agreement for new Universal films to have a 17-day exclusive window to play at Cineworld’s Regal Cinemas locations in the U.S., with the period expanding to 31 days for movies that gross more than $50M in the U.S. during their opening weekend. When the exclusive period has run out, Universal movies would then be made available to consumers online, as Premium Video on Demand rentals and through other streaming services. This mirrors other, similar agreements that studios and exhibitors have struck recently, and it could become a new standard in the industry. It recognizes that the large majority of the box office for a new release comes in during its first several weeks in theatres. Some speculate that shorter theatrical windows may lead to an increase in the number of new films released to theatres since a film distributor can plan a single marketing campaign to promote a new release covering both its theatrical and online releases.