Netflix is releasing 3 films in cinemas first for a good reason
Netflix has famously resisted traditional film distribution, where films hit the silver screen first.
It's something that's bothered the film establishment, most notably when Cannes Film Festival told the streaming giant in 2017 it would need to show in French cinemas if it wanted to be considered for future festivals.
Netflix fired back by pulling out of Cannes this year. But now, it's releasing three of its films in select cinemas for a short run before people can watch them on the service. Why? Awards.
Oscar contender Roma, by Gravity director Alfonso Cuarón, will show in cinemas for around three weeks from Nov. 21, reports Variety.
Two other films with awards potential will have a one-week exclusive run: The Coen Brothers' The Ballad of Buster Scruggs, which stars Liam Neeson and Zoe Kazan, will be in cinemas from Nov. 8, and Susanne Bier’s Bird Box, featuring Sandra Bullock, drops on the silver screen on Dec. 13.
"There’s been an overwhelming response to all of our films this festival season, including Outlaw King, which will be in theaters and on Netflix next week, and this plan is building on that momentum," Netflix film chief Scott Stuber told the publisher.
"Netflix’s priority is our members and our filmmakers, and we are constantly innovating to serve them."
To be eligible for Oscars consideration, the organisation's rules state that a film must have "a qualifying run of at least seven consecutive days, during which period screenings must occur at least three times daily, with at least one screening beginning between 6 p.m. and 10 p.m. daily."
Netflix has tried for Oscars plaudits previously with Cary Joji Fukunaga’s Beasts of No Nation and Dee Rees' Mudbound, the latter of which received four nominations, albeit no wins. Both films showed in cinemas, as well as on the streaming service.
It's clear that Netflix doesn't want to take chances with Roma, a black-and-white drama which has had an exceptional reception among critics so far, and for that, the disruptor needs to break its own rules.
