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In accession draft to amphitheater alternation operators, Warner Bros. will absolution its 2021 movies through its HBO Max alive operation at the aforementioned time they premiere in theaters.

The bifold approach, acceptance bodies to adjudge whether to go out to see a cine or watch it at home, is the studio’s acknowledgment to the advancing pandemic, which has affected cine amphitheater operators to shut bottomward or absolute occupancy.

Warner Bros., a allotment of AT&T (T), had already absitively to dual-release its “Wonder Woman 1984” blockbuster on HBO Max and in theaters on Christmas Day afterwards dabbling the affected premiere for several months.

Shares of AMC Entertainment Holdings (AMC), the better amphitheater operator, fell 16% on Thursday. Cinemark Holdings (CNK) fell 22%, and Marcus (MCS) fell 13.1%. Cineworld Accumulation (CINE.U.K.) rose 14.5%.

Warner movies will run on HBO Max for one ages and again leave while the movies abide to run in theaters.

“We’re active in aberrant times which alarm for artistic solutions, including this new action for the Warner Bros. Pictures Group,” said Ann Sarnoff, the armchair and arch controlling administrator of WarnerMedia Studios and Networks group.

Hollywood is aggravating to antithesis the charge to compensate assembly costs through big affected debuts that about draw huge box appointment sales with a abbreviating theater-going audience, in allotment apprenticed by accessible bloom mandates and in allotment by accessible anxiety with awash calm spaces during the pandemic.

Walt Disney (DIS) appear its live-action “Mulan” on its Disney alive account in September, which appropriate bodies to pay $30 to watch it in accession to the $6.99 account subscription. Disney is authoritative moves to accomplish added of its movies accessible through streaming.

Last month, Plano, Texas-based Cinemark, the third-largest amphitheater chain, agreed with Comcast’s (CMSCA) Universal Pictures to acquiesce the flat to move releases to exceptional video-on-demand in as few as 17 days. AMC has a agnate agreement.

Theater operators are adopting banknote to abide afloat through abutting year, admitting a vaccine could advice accompany audiences aback earlier.

They are still addled from the affected shut downs and control limitations, however. New York City and Los Angeles, two key markets for cine releases, accept not yet reopened.

Shares of AMC are bottomward 50% this year, Cinemark is bottomward 61%, Marcus is bottomward 64.7%, and Cineworld is bottomward 66.7%. The S&P 500 is up 13.9%.

“No one wants films aback on the big awning added than we do,” Warner’s Sarnoff said Thursday. “We apperceive new agreeable is the aspect of affected exhibition, but we accept to antithesis this with the absoluteness that best theaters in the U.S. will acceptable accomplish at bargain accommodation throughout 2021.”

The 17 titles ambit from blockbusters to abate account films and accommodate “Godzilla vs. Kong,” “Mortal Kombat,” “Dune,” “The Many Saints of Newark,” “King Richard,” and “Matrix 4.”

HBO Max is an online video account alien in May, featuring television shows as able-bodied as movies. Unlimited account admission costs $14.99.

Write to Liz Moyer at [email protected]

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