In 2020, on the peak of the pandemic, Universal Pictures and its art-house sibling, Focus Features, set off alarm bells in Hollywood by ending the long-held apply of giving theaters an unique window of about 90 days to play new motion pictures. Instead, their motion pictures, which have since included “Jurassic World: Dominion,” “Belfast,” “Cocaine Bear” and “M3gan,” would develop into accessible for digital rental or buy — at the next value — after as little as 17 days.

For a change-phobic business that also views the 1981 arrival of armrest cup holders as a serious innovation, the introduction of the service, generally known as premium video on demand, prompted intensive hand-wringing. Filmmakers and theater homeowners nervous that ticket consumers can be extra reluctant to depart their sofas if they may see the identical movies on their TV units or iPads only a couple weeks later.

Universal’s rivals largely caught with the established order.

But the willingness by Universal to experiment — to problem the “this is how we’ve always done it” pondering — appears to have paid off. Universal has generated greater than $1 billion in premium V.O.D. income in lower than three years, whereas displaying little-to-no lower in ticket gross sales. In some circumstances, box-office gross sales even elevated when movies turned accessible in houses, which Universal has determined is a facet impact of premium V.O.D. promoting and phrase of mouth.

Universal, as an example, made “Minions: The Rise of Gru” accessible for premium V.O.D. after 33 days in theaters in 2022. The film stayed in theaters after that, promoting extra tickets than “Minions,” launched in 2015, did after 33 days, in keeping with information from Comscore, an analytics firm. Data for Universal’s “Jurassic World” and “Fast and Furious” franchises exhibits the same impact.

An attention-grabbing wrinkle: Donna Langley, the chairwoman of the Universal Filmed Entertainment Group, which incorporates Focus Features, stated the corporate had seen solely a small lower in income from conventional V.O.D. That service lets viewers lease or buy motion pictures at a lower cost after 90 days in theaters. She stated that the premium providing was “an additive, important new revenue source that didn’t exist three years ago.”

In different phrases, Universal thinks that, to a point, it has discovered a completely new buyer.

“It has had a hugely positive impact on our business,” Ms. Langley stated, including that with out it, Universal would have probably needed to make fewer motion pictures. Universal and Focus will launch 26 motion pictures in theaters this 12 months, greater than another Hollywood studio.

Universal fees as a lot as $25 to lease a movie for 48 hours and $30 to purchase it throughout its premium V.O.D. gross sales interval. Those costs can drop to $6 and $20 within the later, conventional gross sales window.

About 80 p.c of premium V.O.D. income goes to Universal, with gross sales platforms like iTunes and Google Play preserving a lot of the relaxation. (A small reduce goes to theater chains like AMC Entertainment — grease to get them to comply with decreased exclusivity). Ticket gross sales are sometimes cut up 50-50 with theaters.

Premium V.O.D. income is small in comparison with box-office gross sales. But it’s definitely not nothing.

“The Super Mario Bros. Movie” has generated greater than $75 million in premium V.O.D. income since May 16, Universal stated. “Jurassic World: Dominion,” “The Croods: A New Age” and “Sing 2” every collected greater than $50 million. Universal stated that 14 movies, together with “News of the World,” a interval drama starring Tom Hanks, and “M3gan,” every had greater than $25 million.

Films from Focus, together with “Belfast” and “Mrs. Harris Goes to Paris,” have generated roughly $5 million every. For some artwork movies, a theatrical launch has develop into useful largely as “a marketing tool” for premium V.O.D. leases and purchases, in keeping with Julia Alexander, the director of technique at Parrot Analytics, a analysis agency.

Much like DVD gross sales within the Nineteen Nineties and 2000s, premium V.O.D. has began to supply a kind of economic security internet on box-office misses. “The Focus titles, in particular,” stated Peter Levinsohn, the Universal Filmed Entertainment Group’s chief distribution officer. “Those smaller films aimed at older moviegoers have become, I wouldn’t say reliant on it, but they have benefited hugely.”

It’s additionally about flexibility, Mr. Levinsohn stated. The studio typically decides that 17 days (three weekends) of theatrical exclusivity is sufficient. Sometimes, primarily based on ticket gross sales, it permits for longer. “The Super Mario Bros. Movie” performed completely in theaters for 41 days.

“We have also taken back control of the decision of when to make our content available in the home, based on the most optimal timing for an individual film,” Mr. Levinsohn stated. NBCUniversal stated in January that income from its studios (each movie and TV) elevated 23 p.c in 2022, to $11.6 billion, in comparison with a 12 months earlier.

Every studio has been looking for inventive methods to maximise film income in a fast-changing enterprise. Part of Universal’s problem is guessing what sort of affect premium V.O.D. might need on streaming: If motion pictures are offered or rented extra extensively earlier than they arrive on a streaming service (in Universal’s case, on Peacock and Netflix), does that make the flicks much less useful instruments for encouraging individuals to enroll in streaming companies?

“The impact on streaming is not quite as big as people might have expected, but it’s still notable,” Ms. Alexander stated.