Netflix Inc has announced it will debut three of its upcoming original films in a limited number of theatres before the movies appear on the streaming service.
The move for Roma, Bird Box and The Ballad of Buster Scruggs is a change from the company’s traditional practice of releasing movies in theaters and on Netflix on the same day.
Roma, a black-and-white, Spanish-language film about a housekeeper in Mexico, will start playing in cinemas in Los Angeles, New York and Mexico on November 21 and later expand to other cities and countries.
Directed by Oscar winner Alfonso Cuaron, Roma will debut on Netflix and in additional theatres on December 14.
At the end of September, Netflix had 137 million subscribers to its movie and TV streaming service. It began stocking its library with original films just three years ago.
Netflix had been insisting that any movies it sent to theaters be available to its streaming membership on the same day. Most large theater chains remain opposed to Netflix films, and some prominent directors have objected to the idea that their movies would be seen mostly on the small screen.
Now, Netflix’s strategy is evolving. The company began stocking its library with original films just three years ago and has been insisting that any movies it sent to theatres be available to its streaming membership on the same day. Now, Netflix’s strategy is evolving. “Netflix’s priority is our members and our filmmakers, and we are constantly innovating to serve them,” Scott Stuber, head of Netflix’s film group, said in a statement.
