The company is in “active discussions with all of the streaming services about an IMAX release," the CEO revealed at a Goldman Sachs conference, according to a report by the Hollywood Reporter.
Netflix movies in the cinema?
You may soon be able to watch a Netflix movie on the biggest of screens – at least if you are prepared to pay extra.
- “We're in active discussions with all of the streaming services about an IMAX release," Richard Gelfond, CEO, confirmed at the Goldman Sachs Communacopia Conference.
Such a deal could give a company like Netflix the leverage it needs. The streaming giant has been banned from the Cannes awards show and has struggled to get its movies qualified for the most prestigious awards due to strict rules outlining that any movie must complete a theatrical run in order to be nominated. IMAX on the other hand could tap into a growing source of movies, perhaps even exclusively.
Richard Gelford did not comment on specifics and it is unclear if he is demanding exclusivity or not. In the past, Amazon has been open to giving exhibitors an exclusive window before the movie hits Amazon Prime Video, whereas Netflix has resisted the idea, arguing that subscribers who finance the service should have access to new movies from day one.
However, Gelford thinks that it inevitable that at least the big blockbuster titles will get some form of theatrical release in this strange new hierarchy where streaming services are breaking up release windows.
- "But over time, to me, it's inevitable that these big blockbusters that people are spending all this money on, are going to have a theatrical release and I think almost certainly an IMAX release," he added
Perhaps these types of partnerships with streaming services will also help IMAX get its IMAX Enhanced initiative off the ground? Time will tell.