How Long Will 'The Little Mermaid' Be In Theaters? And When Will It Hit Streaming?

Disney's live-action remake of "The Little Mermaid" splashed into theaters on May 26, 2023, sparking both excitement and debate. But how long will Ariel's underwater adventure grace the big screen, and when can we expect it to surface on streaming platforms? The answer, as with most modern movie releases, is complex and depends on a variety of factors.

Who's Involved and What's the Goal?

The key players are, of course, Disney, the studio behind the film, and the moviegoing public. Disney's goal is to maximize revenue, which means balancing theatrical runs with streaming releases. For audiences, the question is whether to experience the spectacle on a large screen or wait for the convenience of watching it at home. The film stars Halle Bailey as Ariel, Jonah Hauer-King as Prince Eric, and Melissa McCarthy as Ursula.

When (Historically) Did Movies Typically Stay in Theaters?

Historically, theatrical windows – the time a movie exclusively plays in cinemas before becoming available elsewhere – were significantly longer. In the pre-streaming era, a theatrical run could last for several months, sometimes even a year, before a film was released on VHS or DVD. This was driven by the physical limitations of distribution.

Why Are Theatrical Windows Shrinking?

The advent of streaming services like Disney+, Netflix, and Amazon Prime Video has drastically altered this landscape. The pandemic accelerated this trend, forcing studios to experiment with shorter theatrical windows and even simultaneous theatrical and streaming releases. Consumer expectations have also shifted, with many feeling less inclined to pay for a theatrical experience when they know the film will be available at home relatively soon.

Where Does 'The Little Mermaid' Fit In the Current Landscape?

Currently, Disney typically employs a 45-day theatrical window for its major releases. This means "The Little Mermaid" will likely remain exclusively in theaters for roughly six weeks. However, this is not a hard and fast rule. Several factors influence the exact length:

• Box Office Performance: If "The Little Mermaid" continues to perform strongly at the box office, Disney might extend its theatrical run beyond 45 days. Conversely, a significant drop-off in attendance could accelerate its release on Disney+. The film grossed an estimated $95.5 million domestically over its opening weekend, according to Box Office Mojo, signaling a strong start.


• Competition: The release schedule of other major films also plays a role. If other family-friendly blockbusters are released in the coming weeks, Disney might choose to shift "The Little Mermaid" to streaming to avoid cannibalizing its audience.


• Holiday Schedules: With summer ending, Disney might want to capitalize on the back-to-school season to boost Disney+ subscriptions.

When Can We Expect It On Disney+?

Based on the 45-day window, and assuming continued success, "The Little Mermaid" could arrive on Disney+ around mid-July 2023. However, a less successful theatrical run could push this date forward to early July, while a strong showing could delay it until late July or even August.

Why the 45-Day Window Matters:

The 45-day window represents a compromise between maximizing theatrical revenue and satisfying consumer demand for streaming access. Studios aim to strike a balance that benefits their bottom line while also adapting to the evolving viewing habits of audiences.

Historical Context: Disney and Streaming

Disney’s journey into streaming has been transformative. The launch of Disney+ in 2019 marked a major shift in the company's strategy, prioritizing direct-to-consumer distribution. Initially, Disney experimented with releasing some films directly on Disney+, bypassing theaters altogether. Films like "Soul" and "Luca" went straight to streaming during the height of the pandemic. However, as theaters reopened, Disney has generally favored a hybrid approach, balancing theatrical releases with subsequent streaming availability.

Current Developments: The State of Theatrical Release

The theatrical market is still recovering from the pandemic. While some films have achieved blockbuster success, others have struggled to attract audiences back to cinemas. This uncertainty has led studios to become more flexible with their release strategies, adapting their plans based on the performance of individual films. The success of films like "Top Gun: Maverick" and "Avatar: The Way of Water" demonstrates the power of the theatrical experience, but the competition for audience attention is fierce.

Likely Next Steps: What Happens After Theatrical and Streaming?

Once "The Little Mermaid" completes its theatrical and streaming run, it will likely become available for purchase or rental on digital platforms like iTunes, Google Play, and Amazon Prime Video. Eventually, it will also be released on physical media (Blu-ray and DVD) for collectors and those who prefer owning physical copies of their favorite films.

Why This Matters to You:

Understanding the dynamics of theatrical windows and streaming releases empowers consumers to make informed choices about how and when they want to watch movies. Whether you prefer the immersive experience of a movie theater or the convenience of streaming at home, knowing the factors that influence release schedules allows you to plan your viewing accordingly. It also highlights the ongoing evolution of the entertainment industry and the constant balancing act between studio profits and audience preferences.

In conclusion, while a mid-July Disney+ release is likely for "The Little Mermaid," box office performance, competition, and broader strategic considerations will ultimately determine the final timeline. Keep an eye on box office reports and official announcements from Disney for the most up-to-date information.