In a major pivot, Netflix Inc. will release three highly anticipated upcoming films in theaters before they become available to its streaming viewers.
The streaming giant said late Wednesday in a tweet that Alfonso Cuarón’s “Roma,” the Coen Brothers’ “The Ballad of Buster Scruggs” and “Bird Box” from Susanne Bier would get limited theater runs in New York, Los Angeles and a handful of other major cities.
And for those who aren't yet ready to wear pajamas as outerwear, you'll be able to catch these beauties on Netflix too: ROMA (December 14), The Ballad of Buster Scruggs (November 16), and Bird Box (December 21).
— Netflix Film (@NetflixFilm) October 31, 2018
The three movies are all considered potential Oscar contenders. “Roma,” which was shot by Oscar-winning director Cuarón on 65-mm black-and-white film, will be shown in theaters three weeks before its streaming release, while “Buster Scruggs” and “Bird Box,” starring Sandra Bullock, will each get a one-week head start. Netflix said the movies will continue to play in theaters after they’re available to stream.
“Seeing ‘Roma’ on the big screen is just as important as ensuring people all over the world have the chance to experience it in their homes,” Cuarón said in a statement, according to IndieWire. ‘Roma” has already drawn raves at a number of film festivals, including Venice, where it won the top prize.
In the past, Netflix NFLX, +5.59% has steadfastly maintained that its movies, if shown in theaters, be released at the same time they’re available to stream. That’s put them at odds with major theater-chain owners, who demand a three-month window of exclusivity. It’s also made some in Hollywood question whether Netflix films are “real” movies or TV movies. Earlier this year, Steven Spielberg said Netflix movies shouldn’t be eligible for Oscars.
“Once you commit to a television format, you’re a TV movie,” he said in an interview with ITV News. “You certainly, if it’s a good show, deserve an Emmy, but not an Oscar. I don’t believe films that are just given token qualifications in a couple of theaters for less than a week should qualify for the Academy Award nomination.”
Netflix did not compete in the Cannes Film Festival this year after a rule change that required eligible films to have a theatrical release in France. At the time, Netflix content chief Ted Sarandos said the festival was treating its films disrespectfully. “We want our films to be on fair ground with every other filmmaker,” he told Variety.
Despite producing a number of acclaimed films, Netflix has never picked up Oscar nominations for best picture, best actor or actress, or best director. But the company is hoping to change that.
Netflix has become a cinematic force in Hollywood, and has said it planned to release about 80 films this year alone, with many more on the way in the coming years. Earlier this year, the company reportedly considered buying a theater chain owned by Mark Cuban. While the early releases are unlikely to thaw the animosity from major theater owners, it does show a willingness by Netflix to change and adapt. It could also open a new revenue source, though such limited releases would almost certainly keep any box-office haul relatively small.
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Netflix shares are up 57% this year, compared to the S&P 500’s SPX, +1.09% 1.4% gain.
