Business · Companies · 5 hrs ago
Netflix expands cinema releases while keeping streaming at its core
Netflix says streaming remains its main business, but it is giving some films more time in cinemas before they reach the service.
Co-CEO Ted Sarandos said release plans will vary by film, with many titles getting short, limited runs and some playing in only a few theaters.
Big family films such as Narnia: The Magician’s Nephew are set for wide releases, reflecting their global audiences and well-known stories.
Netflix has also used longer exclusive cinema windows for selected films, and Sarandos said a traditional 45-day window will apply to a handful of titles.
The company is testing whether cinema releases can build interest without hurting streaming, while also creating another source of revenue and strengthening ties with filmmakers.
The strategy comes as Netflix faces slow growth in the United States and pressure to improve its content and execution.
Netflix will assess the results as more films reach theaters, though Sarandos said it was too early to judge the approach after only a week of publicly reported box-office figures.
Netflix says it remains a streaming-first business while planning about 30 theatrical releases in 2026 and 30 in 2027.
Co-CEO Ted Sarandos said films will get different release plans, with wide theatrical releases planned for some family films.
Greta Gerwig’s Narnia: The Magician’s Nephew is set for a wide release and a 49-day exclusive theatrical window.
Netflix has also adopted a traditional 45-day theatrical window for a handful of films and will report box-office grosses for those releases.
Analyst Alicia Reese said theatrical releases can build interest in Netflix’s streaming service and add revenue without reducing streaming demand.
- Who
- Netflix, with co-CEO Ted Sarandos discussing its film release plans.
- What
- Netflix is expanding some cinema releases while maintaining its streaming-first strategy.
- When
- The plans were discussed during the company’s third-quarter 2026 earnings call on Tuesday.
- Where
- The releases are planned for cinemas; the articles do not specify a single location.
- Why
- Netflix says it considers each film, its audience and its filmmaker when deciding how to release it. Sarandos said the company seeks to serve movie lovers without harming the value of Netflix.
This story does not have two clearly opposing sides.
Netflix struck a deal to bring the Ice Age films and other titles to its streaming service.
Sarandos discussed Netflix’s theatrical strategy during the company’s third-quarter earnings call.
Narnia: The Magician’s Nephew is due to reach cinemas with a 49-day exclusive theatrical window.
Netflix is set to have 30 theatrical releases, according to CNBC.
- 2026 theatrical releases
- About 30 films, according to Sarandos.
- 2027 theatrical releases
- 30, according to CNBC.
- Narnia theatrical window
- 49 days of exclusivity before streaming.
- Traditional theatrical window
- 45 days for a handful of films.
- La Bola Negra per-screen average
- $69,000, according to Sarandos.
2 sources
What people are saying
This is our core.
Our theatrical strategy has evolved.
There is no need for a fundamental shift in the strategy. We do need better execution in the U.S. ... It's just not growing as fast as it could or as fast as we'd like.
Theatrical releases are a net positive for reach and streaming demand.