When a studio promotes a film heavily for a major theatrical release, that alerts audiences to its existence and signifies that it is a “legitimate” film. Even if consumers don’t go to see the movie in theaters, it dramatically increases the chances they seek it out through ancillary outlets. It also dramatically enhances the chance the film gains enough of a cultural foothold to move related merchandise. We’ve known all this for decades.
For several years, however, Wall Street and Hollywood forgot. The result was a cascade of undifferentiated straight-to-streaming content in which even major films like a Matrix sequel or Pixar feature failed to stand out from a torrent of noise. We had to learn the lesson again - theatrical release serves a purpose that extends far beyond a films theatrical run.