CinemaCon Shock: Theater Owners Urged to Fix Customer Experience

Sony Pictures chairman Tom Rothman delivered a surprising address at CinemaCon on April 13, 2026, urging cinema operators to prioritize the long-term health of their businesses by improving the customer experience. Instead of targeting home viewing platforms, Rothman called on exhibitors to enforce exclusive theatrical windows, drastically reduce the lengthy preshow commercials, and address concerns over rising ticket prices, noting affordability as a primary economic issue for most Americans.

Rothman expressed confidence in a strong box office performance for 2026, citing robust film slates from various studios. He framed his appeal as a collaborative effort, echoing the Olympic motto 'together,' where both studios and theaters must uphold their responsibilities. This stance represents a significant shift from his past criticisms of digital streaming services. Universal Pictures' recent decision to revert to a 45-day window before PVOD release is noted, contrasting with the industry trend of shorter windows post-pandemic.

Despite delivering some 'tough love,' Rothman assured theater owners of continued studio support, concluding his remarks by emphasizing their shared commitment to the theatrical business's success. The Hollywood Reporter has indicated that Sony intends to keep Rothman in his leadership role, a move potentially welcomed by exhibitors, even as they continue to debate the most critical issues like theatrical windows.