If 2023 was the summer of #Barbenheimer, then 2025 is already #StitchImpossible.
During Memorial Day weekend, Lilo & Stitch and Mission: Impossible —The Final Reckoning, two wildly different movies,
“An Outmoded Form of Entertainment”
At the center of the debate is Netflix co-CEO Ted Sarandos, who recently declared moviegoing “
Yes,
#StitchImpossible Hits Back
Both movies are being marketed as events. Lilo & Stitch leaned into nostalgia and spectacle, using a smart mix of digital nostalgia and influencer rollouts to build anticipation.
Similarly, Final Reckoning is turning out to be one of the biggest action tentpoles of the year. The movie was engineered for IMAX and premium formats, the kind of viewing experience you simply can’t replicate on a couch. Its box office numbers were impressive, but the real story might be what happens next. Deadline’s Anthony D’Alessandro reports that
Here’s the thing: For Hollywood studios, the value of franchise properties increases with each subsequent installment and across multiple revenue streams. Where new entries have one waterfall, franchise films benefit from an entire library. Paramount celebrated theMission: Impossible franchise across Home Entertainment digital platforms and Paramount+, driving a substantial uptick in views of the previous films on Paramount+ and transactions via Digital Retail partners. I’ve heard that the original 1996 movie alone generates $10M a year from all types of media for the Melrose lot. Hence, that $300M+ movie is a lifelong investment that should pay off heads and tails in TV airings and streams of Final Reckoning.”
That’s the real misunderstanding in Sarandos’s view. Theaters are as much about ignition as they are about monetization. They generate cultural momentum, visibility, and legitimacy that no streaming homepage algorithm can match.
Theatrical Success Drives Streaming Success
Even films that underwhelm in the theater can spark streaming success. For example, although Amazon’s Red One earned a modest $80 million in domestic box office receipts,
This symbiotic relationship between theatrical success and streaming performance is now becoming a cornerstone of modern film distribution strategy, with box office triumphs serving as both financial windfalls and cultural catalysts that reverberate across digital platforms. Major studios now tap into strong theatrical performances to negotiate enhanced streaming license fees,
Cultural momentum generated by theatrical runs fundamentally alters streaming algorithms’ content prioritization, creating a halo effect that amplifies visibility across platforms. As noted, Top Gun: Maverick’s box office dominance translated into Paramount+ algorithms aggressively promoting not just the sequel, but the entire Tom Cruise filmography. This algorithmic amplification extends beyond direct franchise ties, as evidenced by Barbie’s $1.4 billion theatrical success driving 1.2 million Max households to stream it in its debut week. Theatrical releases essentially function as billion-dollar marketing campaigns that train recommendation engines to prioritize related content, creating sustained streaming engagement cycles.
Franchise cross-pollination has emerged as a byproduct of this model, where new releases systematically rejuvenate interest in legacy content. For instance, when Kingdom of the Planet of the Apes hit theaters in May 2024,
These dynamics are prompting studios to abandon pandemic-era day-and-date release strategies in favor of structured theatrical-to-streaming windows. Paramount’s variable windowing approach with Top Gun: Maverick, delaying streaming availability to maximize both box office returns and subsequent platform engagement, resulted in the film becoming Paramount+’s most-watched premiere while still earning $1.4 billion theatrically. Disney’s decision to pivot Lilo & Stitch from Disney+ exclusive to theatrical release underlines this recalibration, recognizing that staggered releases allow each platform to amplify the other’s results rather than cannibalize it. Joe Early, head of Disney+ and Hulu, told The New York Times, “
A Moment into a Movement
This doesn’t mean every movie needs a theatrical run. Smaller, niche, or experimental films may still find their best audience on streaming platforms. But when studios have something special, like an emotional, action-packed, or visually stunning experience, releasing it straight to streaming is not always the most strategic move. In fact, it can be a missed opportunity.
Lilo & Stitch and Final Reckoning are proof that theatrical releases can supercharge a film’s life cycle and turn a moment into a movement. In a media landscape flooded with distractions, the theatrical experience can still cut through the noise. Moviegoing isn’t dead. It’s evolving. Streaming may extend a film’s reach, but theaters give it weight.