Mr. Aron called Universal’s plan “categorically unacceptable” and said AMC would also boycott any other studio “contemplating a wholesale change to the status quo.”

Most movies still arrive the same way they have for decades. They appear first in theaters, for an exclusive run of about 90 days, and then in homes through premium video-on-demand, or PVOD in industry parlance. Theater chains, including AMC, Regal and Cinemark, have fought off efforts to shorten the exclusivity period. They worry that people will be reluctant to buy tickets if they can see the same film on their living room television set or iPad screen just a few weeks (or days) later.

Universal said in a statement that it was “disappointed.”

“We expect to release future films directly to theaters, as well as on PVOD when that distribution outlet makes sense,” the statement said in part. “We look forward to having additional private conversations with our exhibition partners.”

Universal set off AMC’s response by disclosing data about the online performance of “Trolls World Tour.” The animated sequel to “Trolls” had been set for theatrical release on April 10. When theaters started to close because of the coronavirus pandemic, Universal said it would instead offer the film as a $20 online rental. About five million people rented “Trolls: World Tour.”

“The results for ‘Trolls World Tour’ have exceeded our expectations and demonstrated the viability of PVOD,” Jeff Shell, chief executive of NBCUniversal, told The Wall Street Journal, which first reported the viewership numbers. “As soon as theaters reopen, we expect to release movies on both formats.”