Why Clinging to Theatrical Screenings is costing Film Distributors Buzz, Reviews, and Reach
"Movies are meant to be seen in the cinema." It’s a phrase you’ll hear often in the film industry. And as a Gen X movie enthusiast, I get it. The big screen, surround sound, and collective experience can immerse you in a way no home screen ever could. Personally, I hope the theatrical experience never disappears.
But when it comes to promoting new films, that mindset might be holding us back. Whether you're launching an indie gem or a blockbuster, early buzz is essential—and that buzz comes from journalists and influencers seeing your film before the premiere. Traditionally, that means a theatrical screening. Because, again, “movies are meant to be seen in the cinema,” right?
Well, maybe not always.
The press has less time than ever
Journalists today are under more pressure than ever before. Smaller editorial teams and tighter deadlines mean fewer can make it to a 10 a.m. screening downtown. Many simply don’t have the time. And the result? Fewer reviews. Less press coverage. Lost visibility.
“I usually try to see the films I’m reviewing in the cinema, out of respect for the film. But often the press deadlines are tight, and in those cases, being able to watch the film digitally as a complement is incredibly valuable.”
Influencers need early access—on their terms
Influencers—YouTubers, TikTokers, podcasters—are now a vital force in entertainment marketing. In fact, 86% of consumers say they've been influenced by online creators when deciding what to watch. These creators thrive on speed, relevance, and flexibility. Most don’t prioritize cinema screenings. They want early digital access, watchable on their own schedule and devices. If you don’t meet them where they are, someone else will.
Geography still matters
Even if most media professionals live in major cities, many don’t. If your screening is only in Stockholm, Oslo, or Copenhagen, you're automatically excluding a large group of potential ambassadors. That journalist in Umeå or Århus might love your film—but not enough to board a train to see it.
Digital doesn’t mean compromising on security
Some studios, particularly American powerhouses, have historically avoided digital screeners due to security concerns. But that’s no longer a valid excuse. Today’s screening platforms offer industry-grade protection: DRM, watermarking (individual or generic), detailed access control, and viewer tracking. If streaming giants can trust these tools with billion-dollar content, so can you.
Time to expand the circle
As a publicist or distributor, you’re now faced with a choice:
Stick to physical screenings and reach a few well-connected insiders
Or expand your reach through secure, controlled digital screenings and get your film in front of a lot more potential champions
Journalists and influencers aren’t judging your film based on the size of the screen. They’re evaluating its story, performances, originality, and emotional impact. And if it resonates with them, they’ll talk about it—on air, online, and yes, in theaters.
The goal isn’t to replace the magic of the cinema. It’s to amplify it.
Shouldn’t you give it a try?
