When exhibitors talk about trying to get streamers to release some of their big movies theatrically, they usually have Netflix in mind.
Netflix, however, has made it clear this isn’t likely to happen. Although Netflix is giving GLASS ONION: A KNIVES OUT MYSTERY a limited Thanksgiving theatrical run, co-CEO Ted Sarandos has told investors it’s not the first step towards more of the same.
The streamer exhibs should be approaching is Amazon, which is already giving some films limited theatrical releases. MY POLICEMAN (pictured), for instance, opened in theatres on 10/21 & starts streaming this weekend on Prime Video. Amazon understands the added value its movies get by playing in cinemas.
A signal Amazon might be moving further in this direction came with last week’s announcement by Amazon Studios head Jennifer Salke that former Warner Bros. marketing president Sue Kroll is the streamer’s new marketing chief.
Kroll’s years at WB (1994-2018) included a decade heading global marketing. Among the WB franchises she marketed were HARRY POTTER & THE DARK KNIGHT. More recently, Kroll consulted Amazon on launching its wildly successful series THE RINGS OF POWER.
It would make sense for Amazon to put Kroll’s legendary marketing expertise to work not only on the streaming product but also on theatrical releases. Exhibitors should stop obsessing about Netflix and start talking to Amazon.