Will Rival Chains carry his films? – The Hollywood Reporter

Netflix is ​​no longer the number one public enemy in the eyes of at least one mega-theater circuit – Cinemark. On 12 November, without revealing actual figures, the exhibitor struck in a press release Rot Notiz is the most successful Netflix title to carry it.

Prior to the pandemic, Cinemark, like major theater chain rivals AMC Entertainment and Regal Cinemas, cut Netflix titles largely because the streamer would not stick to a 90-day theater window. This meant that Netflix had to rely on a patchwork of 150 to 300 indie cinemas to play its films and prove its talent for theatrical experience.

The expanded COVID-19 pandemic has erected traditional windows. So on November 5th, Netflix was able to book Rot Notiz – an action comedy starring Dwayne Johnson opposite Ryan Reynolds and Gal Gadot and considered the most expensive film ever made by Netflix for $ 200 million – in 750 theaters nationwide a week before its launch a streamer. This is not a token release.

This strategy, which began in earnest over the summer, when Zack Snyder played his Army of the Dead in 650 theaters, would not have been possible without Cinemark, one of the three largest chains in the country. Key regional circuits Marcus Theaters and Harkins Theaters also play ball. Johnson, whose film was produced by his Seven Bucks company, can be said to have received the widest cinema release in Netflix history.

“We love it when we have the opportunity to create a cultural moment and a comprehensive entertainment experience around a film,” said Cinemark chief marketing and content officer Wanda Gierhart Fearing in the company statement. “Over the past year, Cinemark has shown more than 10 Netflix movies in our immersive environment, and we look forward to testing financially viable models for both parties that have an exclusive theatrical window to produce key films.”

Netflix does not say whether this strategy will continue for its other commercially considered original films (Shawn Levy’s Upcoming The Adam Project, Starring Reynolds, comes to mind) and has signaled that there is no one-size-fits-all approach. All in all, it releases about 30 movies a year in theaters at a time when smaller, indie theaters are struggling (and that was before the armament of COVID-19). Box office analysts are also more bullish about Netflix’s impact on theater. “I appreciate Netflix for giving moviegoers a reason to get off the couch and go to the movies,” says box office analyst Steve Buck of analytics firm EntTelligence.

It is also no surprise that studio people are no longer so antagonistic. “I do not trust exhibitors to play Rot Notiz“says one Studio Exec. All major Hollywood studios except Sony experiment with simultaneous releases at home via their respective streaming services or release movies early on premium video on demand.

While the issue of shortened windows is no longer so taboo, a substantial marketing expense is a key for many chains when it comes to getting a title for a hybrid publication. Sources say AMC and Regal – who both declined to comment – did not play Rot Notiz partly because of this. Netflix has certainly announced Rot Notiz, but it was not the same kind of theatrical marketing campaign as Warner Bros., for example, for its 2021 slate, which debuted on the big screen and on HBO Max at the same time, or Disney with Disney + titles or Paramount with the recent hybrid release Clifford the Big Red Dog.

“I predict that if Netflix spends more on marketing, Regal and AMC will also carry their films,” says one industry source.

Rot Notiz is fast becoming one of the most watched Netflix original movies of all time, according to a new measurement system unveiled on November 16th. a specific title instead of the previous standard of a two-minute rehearsal.

Rot Notiz was viewed in its first three days alone 148 million hours. Following the new metrics, Sandra Bullock starred Bird box leads the list of the top 10 most watched Netflix movies of all time (with 282 million hours), followed by Extraction (231 million), The Irish (215 minutes) The Kissing Stand 2 (209 million).

While Netflix offers more viewer data than before, it will still not report any box office. Apple TV + also does not report box offices for the movies it plays in select theaters. Amazon Studios has not reported any numbers in the past, but it does now for some of its titles.

Box Office insiders believe that Rot Notiz earned $ 2 million to $ 3 million as of November 17, but there is no way to be sure. That would normally be considered a small amount for a movie with three of the biggest stars in the world, but ticket sales are not Netflix’s business model – subscribers are.

“It does not make much sense for Netflix to report the gross. I think it’s still a test. If it were a broad national release, the situation could be different,” said Wall Street analyst Eric Handler, who leads the show. at MKM Partners. “For Cinemark, they get a movie with some big-name stars who should do better than anything else they could put in their eighth screen in an eight-screen theater, even with limited advertising.”

Buck adds, “I give show credit during the pandemic for experimenting. Gross reporting is not Netflix’s goal. The NFL and the UFC also do not reveal a big deal when they show their games in theaters.

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Source: Cinemark Income

This story first appeared in the November 22 issue of The Hollywood Reporter magazine. Click here to subscribe.

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