Netflix this time round did something very different from before- it gave its biggie ‘Glass Onion: A Knives Out Story’ a wider release than what it normally gives its other films. While whether the streamer’s strategy was a success or not is up for discussion, this has raised questions as to what lies ahead for Netflix regarding its release strategy in general. And it seems the matter has put Netflix’s two top executives of the company on opposite sides of the fence.
We are talking about the difference in opinion between Netflix CEO Ted Sarandos and the streamer’s Film Chief Scott Stuber on the matter.
Stuber is of the opinion that similar to what was tried with ‘Glass Onion’, releasing the company’s biggest titles in theatres for an exclusive run would help get the films better recognition and increase the excitement amongst the audience for when they finally come upon Netflix. After all, there is no known substitute for increasing hype around a movie than moviegoers’ word of mouth. The strategy would also generate additional revenue, especially for a film like Glass Onion which is the sequel of a huge theatrical success.
CEO Sarandos however does not concur. He thinks that the streamer shouldn’t stray too far from its core business of releasing films on OTT. At the end of the day, the only factor that can justify the exorbitant costs streamers take up for titles is their ability to sustain and increase their subscribers.
As per reports, while ‘Glass Onion: A Knives Out Story’ was released in theatres and has been minting big considering the number of theaters it was released in, Netflix is downplaying the theatrical success of the release. While the film was a respite to an otherwise dull month, the company seems to have made it clear to the theatres that any big celebratory press releases of the same would not be appreciated by the streamer. The alleged move is understandable and is an indication of the streamer’s unwavering commitment to its priorities as to its release strategies. The theatrical release has done its bit to generate excitement for the film’s digital release on December 22 and that is a successfully done objective for Netflix.
So, will things stay the same? For that, we will have to wait till the release of ‘Glass Onion: A Knives Out Story’ on Netflix to see if the strategy was a fruitful one. If yes, then the same strategy continuing may not be completely out of the cards. And at least for now, it’s Sarandos way ahead for Netflix.