Oscar Romanians have begun launching an international cinema, while the streaming giant marks a strategic shift by using the silver screen and marketing power of the Academy Awards to attract more digital subscribers.
Alfonso Cuarón's film about a family in 1970 in Mexico City has received strong reviews and is one of the three, including the Coen brothers, the "Buster Scruggs Ballad" and "Bird Box Box," which Netflix offers in cinemas before of the 140 million users coming to see them.
The move is a strategy change for the company, given that Ted Sarandos, the man in charge of Netflix's annual budget of $ 8 billion ($ 6.2 billion), was an open critic of the convention to give the film a show exclusively in cinemas before running on other platforms. But that was before Netflix decided he wanted Oscars.
For a movie to be eligible for the Academy Awards in the US, you must have played in a Los Angeles County cinema for paid admission for at least seven consecutive days. Rome is launched Wednesday in LA, New York and Mexico before opening in London on November 29 and going global on Netflix on December 14th.
However, Cuarón's film will only have three weeks in American cinemas – the other two will disappear after only a week – because Netflix meets the minimum requirements.
"At this point, Netflix can not play the system pretty much, but takes advantage of the entry rules, suggesting that the situation brings Netflix benefits more than Oscars," said Richard Broughton, an Ampere media analyst. "They meet the minimum requirements, the letter of the law, if not the spirit."
Oscars stop, cinema owners have agreed with Hollywood studios that the movies operate exclusively in US theaters for 90 days before moving to other platforms. The on-demand video subscription sector, where Netflix operates, has traditionally been far down on the queue. There are similar agreements in most other countries, but with different periods of exclusivity.
Gravity director Cuarón will be featured on more than 100 screens globally. It means that Rome will probably be Netflix's biggest cinema show so far, July 22, a drama by Paul Greengrass about Anders Breivik's attack in Norway. But it is not far from a launch in the Hollywood media market: the US has more than 40,000 screens and the UK over 4,000.
"Our position is that cinema operators in the UK would get someone who brings quality content to the market," said Phil Clapp, executive director of the British Cinema Association. "However, most cinema operators would expect those who bring these films to observe certain industry norms around a significant period of theatrical exclusivity. We hope to convince Netflix in the long run their. "
It has long been known that winning prizes sell tickets – or in the case of Netflix attracts new subscribers – but because the giant crackling Oscar is also about completing its ascendancy as a digital revolution that broke the Hollywood model .
He's already conquered the TV. In September, Netflix recorded a 17-year record for most Emmy awards, 108, by collecting 112 numbers. It has been linked to the Game of Thrones producer for most of the wins, 23 each for shows such as The Crown, Black Mirror and Godless.
So far, Netflix has won 14 Oscar nominations with two victories: White Helmets, a 40-minute documentary about volunteer workers in Syria; and Icarus, a long documentary about the Russian sports doping scandal. Amazon, however, became the first streaming company to win an Oscar nomination for last year, Manchester, from the sea, which won the best actor from Casey Affleck and received a cinematic release.
This year's Oscars this year attracted the lowest audience – down 20% from last year, partly due to the change in viewing habits introduced by the streaming revolution – it could be argued that Hollywood needs Netflix to reinvigorate interest in presenting her prizes.
"This is a malleable situation that is still being met by both sides," says Paul Dergarabedian, an analyst at Comscore media consultancy. "However, Netflix's conglomerate is that while they want to consider the Oscar, their low-screen distribution pattern avoids the convention of launching movies. The Amazon studio has shown that there are ways to overcome the gap, while still true for the streaming mission "