In an unprecedented move, Netflix has entered into agreements with the three main theatrical chains in the United States ─AMC Theatres, Regal and Cinemark─ to debut its original movie entitled Glass Onion: A Knives Out Mystery. Although the streaming platform had previously debuted some of its originals in US cinemas, the number of theaters had been limited and the three most important theatrical chains in the country had never been involved. Similar agreements have been entered into with some select cinemas in the United States, Canada, the United Kingdom, Ireland, Italy, Germany, Spain, Israel, Australia and New Zealand.
The theatrical window agreed upon is innovative. The movie will premiere in theaters on November 23, during Thanksgiving Day celebrations, and will be played only for one week. After that, it will not be possible to view it until its global release on Netflix, scheduled for December 23.
The new strategy deployed by Netflix includes roughly 600 theaters in the United States, which means that the list is still limited. The three chains together own over two thousand theaters and the rule is that movies premiere in almost three thousand theaters. Tickets will go on sale on October 10 at www.glassonionmovie.com.
Mooky Greidinger, CEO at Cineworld, which is the owner of Regal, said: “This experiment is a breakthrough for both the theatrical industry and Netflix and can pave the way for a stronger cooperation in the future as Netflix big budget movies for sure belong on the big screen first.”
AMC Theaters President and CEO Adam Aron noted: “As we have often said, we believe that both theatrical exhibitors and streamers can continue to co-exist successfully. This agreement that we have reached with Netflix for Glass Onion: A Knives Out Mystery is acceptable to AMC as it sufficiently respects the sanctity of our current theatrical window policy.”
Directed by Rian Johnson and starring Daniel Craig, Glass Onion: A Knives Out Mystery is the follow-up to 2019 Knives Out. Netflix has also acquired the rights to a third movie in the saga.