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Netflix is making a significant shift in its theatrical strategy, planning to release six upcoming films in cinemas while publicly reporting their box office performance for the first time. The announcement marks a notable departure from the streaming giant’s traditional approach, which has emphasized rapid streaming availability over extended theatrical runs.
The move is exemplified by “La Bola Negra,” a acclaimed queer drama starring Penélope Cruz that will receive Netflix’s longest theatrical window to date. The film will play in theaters for 46 days beginning in October before becoming available on the streaming platform in December. The company’s 2027 slate will include even more ambitious theatrical commitments, with Greta Gerwig’s “Narnia: The Magician’s Nephew” receiving an approximately 50-day theatrical run on Imax screens, and an animated adaptation of “Charlie and the Chocolate Factory” playing wide for 47 days during the Christmas season.
Industry insiders view the strategy as Netflix reconsidering its position on theatrical exhibition, a concept the company previously dismissed as outdated. The shift comes as Netflix co-CEO Ted Sarandos acknowledged the company could pursue new cinema-related initiatives. Additionally, cinema operators have expressed enthusiasm about Netflix’s increased theatrical commitment, particularly if accompanied by substantial marketing efforts beyond awards campaigns.
The company plans to report box office numbers for six films, including “La Bola Negra,” David Fincher’s “The Further Mis-Adventures of Cliff Booth,” “The Mosquito Bowl,” and “Ink”—a transparency measure that Netflix has traditionally avoided.
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Originally reported by Variety →
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