By Drew Dietsch | Published
Netflix is completely against the film exhibition model. Their business is built on the idea that films are better appreciated at home, and they have done everything in their power to underline this belief during all their years of domination in the landscape in streaming. There is no huge incitement for Netflix to turn to cinemas as part of their marketing or publication model.
But all of this is a big lie because Netflix knows how important cinema cinemas are. This is probably why they are starting to open up with an exhibition of cinema, especially after the weekend, they had just decided to release their exclusive film, Kpop demon huntersin theaters. But, their response to success speaks volumes about how they do not know.
Netflix wins the box office but remains silent
Netflix does not report their box office numbers, but the sources in the company easily put the outing of song from Kpop demon hunters Instead No. 1 of the weekend with estimates between $ 18 and $ 20 million for the final catch. Normally, you would see a studio celebrate this and shout rafters, but Netflix maintains their stone silence to date.
This explains how Netflix knows that they can do nothing to give the show to an exhibition model which acts as their competition. In reality, a healthy and open relationship between Netflix and cinemas can clearly benefit both parties. Unfortunately, Netflix does not seem too motivated to promote such a relationship. But perhaps, Kpop demon hunters can change it all.
A new model
Netflix distributes films in theaters, but it is often in a very limited version and only in order to qualify for the awards. Kpop demon hunters is a unique instance where the film had been on Netflix for some time and at the top of the graphics of the streamer. They therefore decided to publish a sings version for a limited outing weekend and ended up being at the top of the box office. Could this end as a new model for Netflix and their approach to the film exhibition?
If a film is doing well on Netflix, the announcement of a special release “One Weekend Only” in the cinemas could be a way to capitalize on its success. For example, Netflix gives a limited version to Guillermo del Toro Frankenstein Before he finds himself in their streaming library. I would love to see Frankenstein In a cinema, but he probably won’t have an outing near me. Instead, would it be preferable for Netflix to go out Frankenstein Streaming first and push it as hard as possible, then release it in theaters for people who have already appreciated it but who would like to see it on the big screen?
I have no answer, except that people want to see great films in cinemas, even if they are available at home. Jurassic World: Renaissance took $ 2.1 million this weekend at the box office and it is available to rent or buy at home. If Netflix was intelligent, they would begin to accept this truth and to take advantage of it instead of pretending to pretend to cinema is not so important.
