With a week’s worth of movies, Netflix is going to the theatre.
A month before it streams on Netflix, the new whodunit “Glass Onion: A Knives Out Mystery,” starring Daniel Craig, will make its US debut at the three major theatre chains, AMC, Regal, and Cinemark. According to the streaming giant, “Glass Onion” will be the first movie to ever do so.
From November 23 to November 29, 600 theatres in the US will screen the follow-up to the popular 2019 film “Knives Out,” which will then make its international Netflix (NFLX) debut on December 23.
Given the contentious history of the relationship between cinemas and Netflix, the news is significant. While some of the streamer’s films have shown in cinemas, most big chains have been reluctant to show Netflix movies since the two parties have never been able to agree on how long a movie should only be shown in theatres.
Even for a week, the decision to screen “Glass Onion” in theatres is a win for all parties involved.
For Netflix, showing the movie in theatres will probably help turn it into an event and might give it much more cultural relevance than if it were only shown at home. Additionally, it can spread the word about the film, which has received raving reviews since its world premiere at the Toronto International Film Festival last month.
The movie would only be in theatres for one week, but it would be a “exclusive” week. You must purchase a ticket in advance if you want to see “Glass Onion,” which might increase theatre foot traffic and concession sales.
According to a statement released on Thursday by Netflix’s head of global film, Scott Stuber, “We’re excited to offer fans an exclusive sneak preview of Rian’s incredible film.” We hope that fans will enjoy this special theatrical event in honour of the movie’s global premiere on Netflix in December, especially given the enthusiasm surrounding the premiere at the Toronto International Film Festival.
“Over the moon that Netflix has worked with AMC, Regal and Cinemark to get Glass Onion in theatres for this one-of-a-kind sneak preview,” the director Rian Johnson continued.
“These movies are made to thrill audiences, and I can’t wait to feel the energy of the crowd as they experience ‘Glass Onion,’” he said. “Between this and the release on Netflix in December, I’m excited that audiences around the world will be able to enjoy the film.”
Purchase of tickets begins on October 10.
It’s unclear whether this deal between theatres and Netflix is a trial run or just the beginning.
The latter situation might benefit both parties. While theatres, which had a successful summer at the box office before seeing their slate dry up in the final few months, could use more films, Netflix, which has had a difficult year, could use cinemas’ support in providing its films greater impact and an additional revenue source.