What do The Irishman, The Gray Man and Roma all have in common? Each of these Netflix films could have been a great opportunity for the original streamer to make their wide theatrical debut. Looking back, it still feels odd that The Irishman, a major Martin Scorsese film starring DeNiro, Pacino and Pesci, didn't get a wide theatrical release. The Gray Man, the first significant action flick from the Russo Brothers since Avengers: Endgame, one of the highest-grossing movies of all time, could have reasonably been lobbied to receive that treatment. And in Roma's case, it's widely considered one of the studio's best features and might have made a statement in theaters during the 2019 awards season.
So, why chose Rian Johnson's Glass Onion to be released in theaters? Because it was the perfect film to do so. From its stunning and sweeping visuals to its predecessors' gangbusters numbers, there are many reasons why. Let's dive into why this sequel was the perfect choice for Netflix and why they should be kicking themselves for pulling it from theatres.
Netlflix Has Played the Theater Game Before
Firstly, it should be clarified that Glass Onion is not Netflix's first "theatrical release." In order for a film to be a contender in the coveted gold derby race and in consideration for an Academy Award, it must be played in theaters for at least two weeks. To ensure that their films could qualify to join the fray, Netflix has purchased several theaters across the country, including The Paris in New York City, The Egyptian in downtown Hollywood and most recently, The Bay Theater in the greater Los Angeles area. What made the roll-out of Glass Onion so special is that it was released across 600 multiplexes between the country's three major chains -- Regal, Cinemark and AMC theaters.
And while this is a big step for Netflix and the streaming world at large, 600 theaters is still a far cry away from the 3,461 that Knives Out experienced within its distribution window. With that in mind, it's boggling to think that Netflix paid $469 million to secure the rights of Glass Onion and Johnson's third installment in the franchise, plus the estimated $40 million to make the sequel, and only let it run only seven days. Yet, in that short run, the film grossed $15 million and could have potentially gone on to earn $300 million globally if it stayed in theaters, according to Vulture. And while that estimation would have put the film just below its predecessors' global returns, which brought in $312 million franchise, it would at least have made a dent in recouping the overall investment.
Why Pulling Glass Onion From Theaters Was a Bad Idea
From the outside, one could look at Ted Serandos and Co. and come to the conclusion that they have poor business sense for not keeping the film in theaters longer. Despite the offers from the major theater chains, Netflix has doubled down on its unconventional release strategy. And despite looking at these returning numbers and estimations, it appears the streamer believes anticipation will build to a larger reward come late December.
Yet, the real reason that Glass Onion received such special treatment from the notable streamer is far simpler than the economic ramifications of acquisition deficits and the potential for a box office milestone. That is conjecture, but the fact that Daniel Craig and Johnson were so adamant that the film be available in theaters must have garnered sway during negotiations with Netflix. And rightfully so, as many viewers who enjoyed Knives Out in theaters could have potentially felt cheated having to watch the new film from their couches. After all, movies like these often play better in large theaters than in someone's studio apartment with a partner or a few friends.
Furthermore, the film's vast scope and the stacked cast also screams for a traditional wide release. It's no secret that Ed Norton's character was written as a send-up of Elon Musk's gaudy lifestyle. To do that, Johnson had to capture an immaculate existence only found on the small screen with series like HBO's Succession. Watching it from home won't do the film justice for all it pulls off. All in all, this was a fine experiment for Netflix and an even better for those fans who experienced it on the big screen. Perhaps the streamer will learn from this film's success and give the next Knives Out story the full theatrical treatment.
If you missed Glass Onion in theaters, catch it on Netflix Dec. 23.