Crave original Heated Rivalry is turning its first season into a short theatrical event. From 6 to 30 November, all six episodes of Season 1 will screen in more than 650 locations across Regal, AMC, Cinemark and other participating cinemas, with tickets for paired episodes priced at $9.99.
Regal is leading the distribution and will have the title in more than 275 of its U.S. sites. The screenings are not plain replays: they include exclusive welcome content from the cast and directors, and some locations are selling themed cocktails such as “Summer in Montreal” and “Russians Don’t Blush.”
“When a series connects with audiences the way Heated Rivalry has, we look for ways to bring it to the big screen and give fans a reason to experience it together,” said Brooks LeBoeuf, SVP of U.S. content at Regal.
Why the theatrical window matters
This is less a conventional box-office release than a retention and eventising play. The series is a streaming property, and the cinema window arrives before Season 2, which is scheduled for spring 2027. Production on the new season began in Canada in August.
Putting a binged season on a paid big screen does three jobs at once: it gives superfans a reason to pay again, creates a PR moment that reaches lapsed and prospective viewers, and gives exhibitors event inventory that is not dependent on a new theatrical film.
- Window: 6–30 November
- Footprint: 275+ Regal sites, 650+ locations overall
- Ticket: $9.99 for paired episodes
Sphere Abacus and Crave are partners on the run, with Sphere’s global distribution lead Hana Palmer noting the show’s social-media momentum in markets including North America, the UK, Australia and New Zealand.
What to take from the tactic
For entertainment marketers, the structure is a playbook: package existing episodes at a low event price, add on-screen exclusives and themed concessions, and let a theatrical partner carry the venue footprint. The economics matter less than the visibility, audience data and conversation the event creates ahead of a new season.
If this window performs, expect more streaming titles with passionate fandoms to test short cinema runs around season launches.
Source: Deadline
