The streaming model is seen as a complement to theatrical release rather than a replacement. By staggering releases, studios can maximise revenue across platforms. The initial theatrical window can capture a core audience willing to pay a premium for the cinema experience, followed by wider accessibility through streaming.
The phrase "exclusively in cinemas" was not commonly used before Covid because the traditional release model already implied that films would be shown in cinemas first. The standard practice was for films to have a theatrical window, typically lasting several weeks or months, before being made available on other platforms and eventually streaming services. This process was well understood by audiences and did not need to be explicitly mentioned.