Unprecedented alliance between Netflix and movie theaters in Canada and the United States
Netflix will premiere one of its films in theaters in the United States, Canada and a few other countries.
The streaming platform Netflix, long accused of being the gravedigger cinema, has just forged an unprecedented alliance with major networks of dark rooms in North America, giving them the scoop to screen the second installment of the Knives Out franchise.
< p class="e-p">Glass Onion : a tale at loggerheads, a mystery film starring British superstar Daniel Craig as a sagacious detective, will hit theaters for a week from November 23 to 29, according to a statement released Thursday.
The Giant Californian has struck a deal with three major US theater networks – Regal, AMC and Cineworld – to grant them this exclusivity: Netflix users will have to wait until December 23 to see the film at home.
The feature film will be screened in only 600 cinemas, mainly in the United States, but also in Canada, Great Britain, Spain, Australia and Germany.
This union between the group of Reed Hastings and cinemas is a small revolution: until now Netflix allowed itself to make incursions into dark rooms for marketing operations during festivals, or to allow its films to compete at the Oscars, but had never made a deal like this.
“I'm over the moon […]. These films are made to thrill audiences, and I can't wait to feel the energy of the crowd.
— Rian Johnson, director of 'Glass Onion: A Cutthroat Story'
Netflix paid over $630 million last year to buy the rights to the At Knives Out franchise, which was a resounding success in theaters.
Daniel Craig, Lakeith Stanfield and Noah Segan are among the cast of “Glass Onion: A Tale at Daggers Drawn”.
Movie theaters are currently trying to bring back some of the audiences who deserted after the pandemic.
On the other side, the fierce competition between platforms (Disney+, Apple TV+, Amazon Prime Video, Netflix, Hulu, HBO Max) is causing a growing pains at Netflix. The industry veteran lost nearly 1.2 million subscribers in the first half of the year, a first in ten years.
In this context, the AMC theater network hailed this marriage of convenience. Cinemas and broadcast platforms can continue to coexist, said its boss, Adam Aron, quoted in a press release, wishing for more cooperation between AMC and Netflix.
Fr coordinating the release of a blockbuster like this, theaters will make more money by having more titles to show, and, thanks to the greater cultural resonance these films can draw from a released theatrically, they will eventually be released to a wider audience when they are also viewed on streaming platforms, he opined.