Despite hitting only about 20% of the screens of a typical wide theatrical release, Netflix’s “Glass Onion: A Knives Out Mystery” has exceeded expectations at the box-office.
Industry sources indicate the very well-reviewed whodunit is on track to earn $15 million during its week-long run in 600 theaters in the U.S. alone.
The film pulled in $13 million over the extended five-day Thanksgiving frame and a very healthy $19,000 per-theater-average. That would place it third overall for the five-day behind only “Black Panther: Wakanda Forever” with $65 million and “Strange World” with $18.5 million.
This is easily the best theatrical launch ever for a Netflix pre-streaming movie, handily beating “Red Notice,” which pulled in a $1.5 million three-day opening last year. Though this is seen as the first time Netflix actually put some spending behind the theatrical title’s marketing launch.
Exhibitors understandably wish that Netflix would give “Glass Onion” a longer theatrical window, but so far, the streamer is sticking to its guns and will premiere the movie on its service worldwide on December 23rd.
Still, it has added to the debate about what projects work best for streaming and best for theatrical – no matter who produces them.
Source: Variety
