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At a moment when streaming has elevated TV in the cultural conversation and brought countless entertainment options to consumers’ fingertips, movies have faced a much cloudier picture — and the timing of their move from theaters to home video platforms, known as “windowing,” has never been more in flux.

At CinemaCon in April, Chief Executive David Zaslav said, “We believe in full windowing of the motion pictures. We do not want to do direct-to-streaming movies.”

“In a world where windowing has just kind of exploded, we’re really tailoring every release to the movie, to the audience and to where consumers are watching movies,” said Scott Shooman, president of IFC Films.

If the pull of a good movie transcends where you watch it, however, distributors’ evolving approach to windowing has shown them that the theatrical experience, as a part of both the art form and the bottom line, is not going to go quietly.

Spotify said in a statement to Bloomberg News that it is adopting a tailored approach to each show, including releasing episodes exclusively for a period before making them more broadly available, a strategy known as “windowing.”