At CinemaCon 2026, Steven Spielberg Urges Studios to Back Original Stories Over Branded IP

Steven Spielberg used his first appearance at CinemaCon this week to deliver a clear message about the future of Hollywood: the industry needs to take more risks on original films.

Speaking to theater owners and studio executives in April 2026, Spielberg warned that the current reliance on sequels, reboots, and franchise films could hurt the long-term health of the business.

“If all we make is known, branded IP, we’re going to run out of gas,” he said. “There is nothing more important than giving the audience visual stories… we need to tell more original stories.”

Spielberg argued that while franchise films can be successful, they should not dominate studio output. He emphasized that audiences will continue to seek out compelling stories, but studios must be willing to invest in new ideas rather than relying only on established brands.

In addition to content, Spielberg addressed how films are released. He voiced strong support for longer theatrical windows, the period when movies play exclusively in cinemas before moving to streaming or home viewing. He praised Universal Pictures for planning a 45-day exclusive window for its 2027 releases and encouraged the industry to go further.

“Do I hear 60 days? Do I hear 120 days?” he said, suggesting that longer runs in theaters could help strengthen the moviegoing experience.

Spielberg also used the event to showcase his next film, “Disclosure Day,” an original science fiction project set for release on June 12, 2026. The film centers on a government effort to hide the arrival of extraterrestrial visitors. Its cast includes Emily Blunt, Josh O’Connor, Colin Firth, Eve Hewson, and Colman Domingo.

The director said the film builds on themes he explored in his 1977 movie “Close Encounters of the Third Kind,” but with what he described as a more grounded perspective on the possibility of advanced civilizations.

Reaction to Spielberg’s remarks has been largely positive among filmmakers and theater owners, though some critics noted an apparent contradiction. Spielberg’s production company, Amblin, has been involved in major franchise projects such as “Jurassic World” and “Transformers.”