'It benefits film artists and movie lovers alike.'
Best picture contenders must also now play for an additional seven days in 10 of the top 50 United States markets. Additionally, there are several other new rules about when movies must play in theatres.
"It is our hope that this expanded theatrical footprint will increase the visibility of films worldwide and encourage audiences to experience our art form in a theatrical setting," Academy CEO Bill Kramer and Academy President Janet Yang said in a statement. It's partly a gesture to theatres still struggling from the pandemic and partly a statement to deep-pocketed streaming services that theatres remain paramount for Hollywood’s top prize.
The film academy's bosses say the decision came after conversations with industry partners, saying they feel this "evolution benefits film artists and movie lovers alike". However, some in the industry questioned what it really changes, who it benefits, and who it might hurt.Michael O'Leary, president and CEO of the National Association of Theatre Owners, applauded the "important initiative".
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