Netflix‘s release strategy has been consistent for its original films so far. Either release the title on the platform directly or in limited theatres before digital release to qualify for the awards. However, for the Daniel Craig starrer ‘Glass Onion: A Knives Out Mystery‘, Netflix is going a different route: giving the film a wide release in 3 major multiplex chains for a week (during the Thanksgiving Day week) before its digital premiere a month later.
The strategy seems to be a very well -thought out one, since ‘Glass Onion: A Knives Out Mystery’ is a whodunit genre movie and with good word of mouth, people would actually flock to theatres to watch the mystery unfold despite the film releasing a month later on Netflix. This strategy by Netflix would put actual bums in the theatres and get them actual sizable revenue instead of the usual token release by the streamer. This begs the question, with all the talks going on of Netflix going through a rough patch, is this the test of a new way to increase revenue before the much talked about ad-based model the streamer was reported to go for? With rumors of advertisers deeming the proposed amount by Netflix as hefty, it certainly seems so.
‘Glass Onion: A Knives Out Mystery’ has an ensemble cast and with its predecessor grossing over $300 million from theatres worldwide before its digital release, the chances of the movie generating viewers is a good bet from a business POV. Though some viewers would still wait to watch it on Netflix, if the movie turns out to be as good as expected, FOMO (fear of missing out) will drive people into the theatres nonetheless. From the perspective of Netflix, a one-week sneak preview doesn’t take away from its primary concern: keeping subscribers satiated.
The Rian Johnson-directed sequel will open in approximately 600 cinemas. In addition to AMC Theatres, Cinemark Theatres, and Regal Cinemas, the film will play in additional select locations in the U.S. and overseas.
The big theatrical release will further increase hype for the movie’s digital streaming. It seems the movie is a win-win situation for both the theatres and Netflix. Whether Netflix will continue this strategy with all its titles or if it is only for big projects remains to be seen.
The movie’s theatrical run is scheduled for Nov. 23-29, with the movie set to release on Netflix on Dec 23rd.