It all began with Christopher Nolan's "Tenet" from Warner Bros. (2020). Because of the pandemic COVID-19. It closed down movie theaters and forced the entertainment business to go dark. The studio didn't release box office numbers for "Tenet" while the pandemic was still going strong. Well.... It has become a new Hollywood trend. With-holding box office numbers to the press.
Online streaming has become a choice of either and or.... HBO Max decided to release "Magic Mike's Last Dance" into movie theaters on Feb. 10, 2023. It reached number #1 for the weekend. The dance film will stream on HBO Max. Distribution decided not to release box office numbers for "Last Dance" until the end of the weekend (Sunday).
The reason is that online platforms like "Netflix" don't share "streaming" TV Ratings. If they decide to release their movies into actual movie theaters. They hold back on box office reports because they want to see if film audiences will attend or not. "Last Dance" grabbed its' female audience with $8 million at the box office. The production budget climbed to $40 million which HBO Max hopes to recoup.
This new trend may continue by studio distributors. Online streaming platforms have the power if they release their films at the theatrical box office.
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