Movie theaters and streamers may end up friends, after all | Jake Coyle / The Associated Press

NEW YORK—After Ben Affleck and Matt Damon test-screened their Nike drama Air, the film executives at Amazon Studios threw them a curveball.

After a strong five-day debut of $20.2 million—especially good for an adult-skewing drama—Air dipped only 47 percent in its second weekend. Reviews have been stellar. When Air does arrive on Prime Video, the studio and its filmmakers expect an even better showing than if they hadn’t launched in theaters.

That “halo effect” isn’t quite free. It takes a robust marketing blitz to raise awareness for a film. But whether a movie is headed to a streaming platform or video-on-demand, the splash of a theatrical run can cascade through through every subsequent window. A film dropped straight into a vast digital expanse might go viral or quickly fade into one of a million things you can click on.

Last year, Hollywood’s theatrical pipeline fell well short of the prepandemic rate of releases. With 63 percent of 2019’s wide releases, the box office reached 64 percent of 2019’s box office. The problem, exhibitors argued, was not enough supply. This year, around three dozen more wide releases are on the schedule.

Streaming, though, may be departing the role of archrival. During the pandemic, studios took different roads in trying out new methods of release. But while large numbers of films, like Apple’s starry action-adventure Ghosted this Friday, are still going straight to streaming, some of the biggest movie suppliers have turned away from those pandemic-era experiments.

“Driving folks to a theater is just not our business,” Ted Sarandos, Netflix chief executive, said in an earnings call Tuesday. Netflix’s scale and reach, he said, makes them different than other steaming services. A recent popular release, like Murder Mystery 2, with Adam Sandler and Jennifer Aniston, has been watched for 82 million hours in three weeks, according to Netflix.

Source: Entertainment Trends (entertainmenttrends.net)

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