The Wrap made an attempt to read the tea leaves on the potential for Netflix to loosen its approach to theatrical releasing. They published a detailed analysis of recent developments at Netflix, speculating on whether there are indications of a change in their longstanding policy to skip theatres with their first-run films. With the potential for a sale of Warner Bros. Studios hanging over the exhibition’s head, the stakes are high on the direction Netflix takes going forward.
A number of factors suggest that the streamer may move off of its long-stated opposition to theatrical releasing. Recently, Netflix came to theatres with a release of its anime sing-along hit K-POP DEMON HUNTERS, offering a limited run over the weekend of 8/23-8/25 and an encore from 10/31-11/2.
While Netflix does not report box office grosses to the media, third parties estimated that KPOP grossed roughly $25 million in the two weekends, a smashing success because almost all interest in seeing it in theatres came as a result of word-of-mouth for the popular streaming hit, and very little money was spent to market the theatrical release.
There is also the matter of the upcoming Greta Gerwig movie NARNIA, which Netflix agreed to give an exclusive two-week theatrical run on IMAX screens over Thanksgiving 2026. Netflix has also decided to premiere the series finale of STRANGER THINGS in theatres, and is investing in out-of-home experiences that some view as a progression towards showcasing the company’s media properties in shared, public settings.
On the other hand, there are plenty of factors pointing toward these episodes of theatrical release as being limited forays. After Netflix gave an exclusive theatrical run to KNIVES OUT: GLASS ONION in 2022, which performed quite well, the Knives Out follow-up, WAKE UP DEAD MAN, is now scheduled for a much more limited run when it appears for a two-week sneak-peak this Thanksgiving.
And there’s always the vociferous opposition that co-CEO Ted Sarandos has stated repeatedly, saying that theatrical “isn’t Netflix’s business.” But Netflix had also stated that they would never show advertising on their streaming service, a one-time taboo that has since been broken.
