Netflix plans longer theatrical windows for select films

Netflix announced that its upcoming film “La Bola Negra," which won the Cannes jury prize for best director, will enjoy a 46-day theatrical run beginning Oct. 16 before arriving on the streaming platform on Dec. 2. The extended window is the longest the company has provided for any title.

Industry observers note that the move signals a broader shift for the streamer, which has traditionally used limited releases to qualify for awards. Upcoming projects such as Greta Gerwig’s "Narnia: The Magician’s Nephew" and an animated "Charlie and the Chocolate Factory" are also slated for nearly 50-day theatrical engagements.

"The real question is ‘What does Netflix want to be now?’" said a senior executive at a legacy studio, referencing Netflix’s recent attempts to acquire major content assets.

Netflix co-CEO Ted Sarandos told Bloomberg that the company could "see us doing things that we haven’t done before" with theaters, while emphasizing that streaming remains its core business.

Exhibitors have historically resisted Netflix titles due to the lack of an exclusivity period before streaming. The industry standard for a theatrical window is about 45 days, and Netflix’s new schedule aligns with that benchmark, which could ease tensions with cinema owners.

"The exhibitors would absolutely welcome this. Imagine if Netflix of all places threw its weight behind a real theatrical marketing campaign, and not some awards play," a veteran distributor said.

For the first time, Netflix will also report box-office grosses for six upcoming releases, including "La Bola Negra," "Narnia," "Charlie," David Fincher’s "The Further Mis-Adventures of Cliff Booth," "The Mosquito Bowl" and "Ink."

Spencer Klein, who has overseen Netflix’s theatrical strategy since 2019, is expected to guide the rollout of the upcoming titles. Insiders within Netflix downplay the significance, describing the extended runs as a case-by-case decision rather than a strategic pivot.