What's Happening?
Lionsgate has partnered with YouTube to stream all five Twilight films for free from September 7 to September 14, marking the first time the saga is available as a continuous, ad-supported marathon. This initiative is part of the franchise's 20th-anniversary celebration and precedes a theatrical rerelease scheduled from October 29 to November 2, where one film will be shown per day. The Twilight franchise has grossed $3.3 billion worldwide, and the books have sold 160 million copies. Lionsgate has relaunched the official Twilight YouTube channel to host clips, extras, and the marathon loop, aiming to convert online viewers into paying theatergoers.
Why It's Important?
The free streaming event is strategically timed to generate buzz and potentially increase ticket sales for the upcoming theatrical rerelease. By removing the paywall barrier, Lionsgate hopes to fuel nostalgia and reunion energy among fans, which could translate into increased demand for event tickets. For theaters and Fathom Events, the rerelease partner, this move is a calculated risk; while free streaming might cannibalize some business, it could also serve as a marketing funnel that boosts ticket sales. The success of this strategy could influence future decisions by studios regarding free streaming events and their impact on theatrical releases.
What's Next?
The outcome of this streaming experiment will be closely watched by industry stakeholders. If the YouTube marathon successfully drives engagement and ticket sales, it may lead to more free-window marathons tied to theatrical rereleases. Conversely, if it fails to generate the expected buzz, studios might revert to paid windows and premium events. Fans are already engaging with the event through social media, scheduling watch parties, and creating reaction content, which could further influence the success of the theatrical rerelease.
Beyond the Headlines
This initiative reflects a broader trend where studios use free, short-window streaming events to revive dormant intellectual properties and build earned buzz. The Twilight saga's established audience provides Lionsgate with a significant opportunity to monetize through theatrical tie-ins, merchandise, and streaming ad revenue. The experiment targets casual viewers and Gen Z rediscovery, with key performance indicators such as livestream concurrent viewers, social engagement rates, and pre-rerelease ticket sales being crucial metrics to watch.
