Netflix’s decision to begin the release of its upcoming THE ADVENTURES OF CLIFF BOOTH movie with a two-week exclusive run in IMAX theatres is another indication of the company’s increasing openness to partner with exhibitors on theatrical releasing. The David Fincher-directed and Quentin Tarantino-written film reprises Brad Pitt in his Oscar-winning role of Cliff Booth from ONCE UPON A TIME IN HOLLYWOOD. It will open exclusively in IMAX locations on November 25th, before it becomes available four weeks later on Netflix, beginning December 23rd. The film will fill a gap Netflix left open when it shifted Greta Gerwig’s CHONICLES OF NARNIA: THE MAGICIAN’s NEPHEW from an IMAX-exclusive pre-Christmas opening to a traditional theatrical wide release next February.
Netflix’s increasing openness to working with exhibitors seems to validate the stance that a broad theatrical release for certain movies can increase its visibility with audiences and long-term return on investment. It could also address the hesitancy that industry awards bodies have had towards Netflix movies, since most they have not fully participated in the theatrical marketplace. The end result could be to create more value for both Netflix and exhibitors.
Early reaction to theatrical release for THE ADVENTURES OF CLIFF BOOTH has been highly enthusiastic, with many viewing the IMAX rollout as a sign of confidence in the film’s commercial and awards potential. It’s still unclear whether CLIFF BOOTH will be released on the same 2000 worldwide IMAX screens planned for NARNIA. Either way, it’s clear that Netflix is inching closer to a full embrace of theatrical releasing.
