NBCU removes film from streaming schedule to extend theatrical run following impressive earnings
Category: Arts & Culture
In a surprising turn of events, Blumhouse's horror film Obsession has had its digital release, initially set for June 2, 2026, officially removed from the schedule by NBCUniversal. This decision follows a remarkable box office performance, with the film earning over $148 million globally, which is 148 times its production budget of $750,000, as reported by Forbes.
The film's success is notable for its financial return and for its unusual trend of increasing box office earnings each weekend since its release. In its most recent weekend, Obsession grossed $24.5 million in North America, marking a 10% rise from the previous week, placing it among the top ten highest-grossing films in the U.S. this year, according to IGN.
Originally, the film was expected to transition from theaters to premium video on demand (PVOD) platforms shortly after its release, which is a common practice for lower-budget horror films. Typically, the standard window for theatrical to streaming releases has been around 45 days, which would have placed Obsession’s digital release around June 30, 2026, if it had followed that timeline. Instead, NBCU’s decision to delay the digital release suggests a strategic move to capitalize on the film's current momentum.
The film Obsession premiered at the Toronto International Film Festival in September 2025, where it quickly gained buzz, especially through social media channels. Directed by 26-year-old YouTuber and comedian Curry Barker, the film has been praised for its innovative approach to horror, echoing particularly well with younger audiences. Its success comes at a time when the horror genre is experiencing a resurgence in popularity, with films like Backrooms also breaking box office records.
As the industry grapples with the impact of streaming services on traditional theatrical releases, the exclusive theatrical window remains a contentious topic. Historically, the window has shrunk significantly over the years, impacting how studios plan their releases and manage their revenue streams. According to industry experts, maintaining a longer theatrical window is seen as key to ensuring profitability and sustainability within the film industry.
In the aftermath of Obsession’s success, analysts are predicting that it could reach a total box office gross of at least $200 million, possibly even $250 million or more. This potential profitability ratio is among the highest in recent film history and highlights a shift in audience behavior, with more viewers choosing to attend theaters rather than waiting for at-home viewing options.
With no new digital release date announced, the future of Obsession on streaming platforms remains uncertain. Analysts speculate that the film may eventually appear on Peacock later this year, with Amazon already listing a 4K edition for release on July 14, 2026. This edition is rumored to include an unrated version of the film, which could attract even more viewers once it becomes available.
The decision to extend the theatrical run of Obsession reflects a broader trend in the industry, where studios are increasingly recognizing the value of theatrical releases as a means to maximize revenue before transitioning to digital platforms. As streaming continues to dominate the market, the exclusive theatrical window is becoming a more precious commodity, with studios like Blumhouse looking to leverage this for maximum profitability.
The implications of Obsession’s success could have lasting effects on how films are marketed and released in the future. As studios learn from the current successes of both Obsession and Backrooms, there is hope that they will take more risks on original content, particularly from younger filmmakers who are echoing with today’s audiences.
As the film industry continues to evolve, the response to Obsession may serve as a case study for future releases, illustrating the balance between theatrical and digital distribution strategies. For now, fans will have to wait to see when they can stream this breakout hit.
For those eager to watch Obsession, the film’s theatrical run will continue, with no immediate plans for a digital release, leaving audiences excited for what’s to come.