Netflix’s Two-Pronged Theater Strategy: Art Films Get Long Runs, Family Hits Go Wide

Image: Collected

Netflix is rethinking how its films reach cinemas, with co-CEO Ted Sarandos describing an approach that treats theatrical releases differently depending on the kind of movie.

Arthouse titles could receive extended runs, while family films designed for repeat viewing may get broad theatrical releases before arriving on the streaming service. Sarandos said the company is trying to serve moviegoers without diminishing a film’s value on Netflix.

That strategy reflects Netflix’s concern that a theatrical run can draw away a film’s most enthusiastic audience before it reaches the platform. Family movies may be an exception, Sarandos suggested, because children and parents often watch them repeatedly once they become available to stream.

The planned theatrical release of KPop Demon Hunters 2 is a notable example of the broader approach. Unlike the first film, which debuted on Netflix, the sequel is expected to receive a wide release in cinemas.