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    Netflix’s New Film Strategy: More About the Audience, Less About Auteurs

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    Dan Lin, the streaming service’s new film chief, wants to produce a more varied slate of movies to better appeal to the array of interests among subscribers.Back in, say, 2019, if a filmmaker signed a deal with Netflix, it meant that he or she would be well paid and receive complete creative freedom. Theatrical release? Not so much. Still, the paycheck and the latitude — and the potential to reach the streaming service’s huge subscriber base — helped compensate for the lack of hoopla that comes when a traditional studio opens a film in multiplexes around the world.But those days are a thing of the past.Dan Lin arrived as Netflix’s new film chief on April 1, and he has already started making changes. He laid off around 15 people in the creative film executive group, including one vice president and two directors. (Netflix’s entire film department is around 150 people.) He reorganized his film department by genre rather than budget level and has indicated that Netflix is no longer only the home of expensive action flicks featuring big movie stars, like “The Gray Man” with Ryan Gosling and Chris Evans or “Red Notice” with Ryan Reynolds, Gal Gadot and Dwayne Johnson.Rather, Mr. Lin’s mandate is to improve the quality of the movies and produce a wider spectrum of films — at different budget levels — the better to appeal to the varied interests of Netflix’s 260 million subscribers. He will also be changing the formulas for how talent is paid, meaning no more enormous upfront deals.In other words, Netflix’s age of austerity is well underway. The company declined to comment for this article.“Maestro,” starring and directed by Bradley Cooper, right, was produced by Netflix and cost around $80 million to make. It was nominated for seven Oscars, but did not win any.NetflixNow that Netflix has emerged as the dominant streaming platform, it no longer has to pay top dollar to lure auteur filmmakers like Martin Scorsese, Alfonso Cuarón and Bradley Cooper. It also helps that some of the big studios are again allowing their films to be shown on Netflix not long after they appear in theaters, providing more content to attract subscribers. The latest list of the 10 most-watched English-language films on the service featured six produced outside Netflix.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Dan Lin Is Named Netflix’s Top Movie Executive

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      The producer behind the streaming company’s new live-actor remake of “Avatar: The Last Airbender” will replace Scott Stuber.Netflix said on Wednesday that the producer Dan Lin would replace Scott Stuber as the streaming company’s top film executive.Mr. Stuber was the head of Netflix Film for seven years before announcing last month that he would be leaving. During his tenure, he brought a bevy of Oscar-winning filmmakers to Netflix and helped the company push the rest of the entertainment industry into the streaming era.Mr. Lin, 50, who was once the senior vice president of production at Warner Bros., is the founder of Rideback Productions, which was behind Netflix’s recent live-action remake of “Avatar: The Last Airbender.” He was also a producer of the Oscar-nominated film “The Two Popes” for the streaming service, and has produced the “It” and “Lego” movie franchises. He will report to Bela Bajaria, Netflix’s chief content officer.“While I’ve been approached many times during my past 15 years at Rideback, I could truly never imagine leaving until Bela reached out with this incredible opportunity,” Mr. Lin said in a statement.The son of Taiwanese immigrants, Mr. Lin is part of the new guard of producers who have built companies that tap into the times, notably inclusion. He is known in Hollywood as a strong executive with great relationships. And his ability to toggle between all-audience blockbusters like “Aladdin” and prestige pictures like “The Two Popes” suggests he has the skills to oversee Netflix’s varied film slate. He’s currently producing the live-action version of “Lilo & Stitch” for Walt Disney.Most recently, Mr. Lin’s name had been bandied for the job running DC Studios for Warner Bros. (That role was eventually split between the filmmaker James Gunn and the producer Peter Safran.)We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Netflix’s Head of Film, Scott Stuber, Is Departing

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      Scott Stuber attracted Oscar-winning filmmakers to the streaming service and helped usher the entertainment industry into the streaming era.Scott Stuber, who brought Oscar-winning filmmakers like Martin Scorsese, Spike Lee, Jane Campion and Alfonso Cuarón to Netflix and in doing so helped to usher the entertainment industry into the streaming era, is leaving as the service’s film chairman, the company said on Monday.News of Mr. Stuber’s departure came on the eve of the Oscar nominations. During his tenure, which began in 2017, Netflix has had eight films nominated for best picture, though a win in that category has proved elusive.“Scott has helped lead the new paradigm of how movies are made, distributed and watched,” Ted Sarandos, Netflix’s co-chief executive, said in a statement. “He attracted unbelievable creative talent to Netflix, making us a premiere film studio.”While Mr. Stuber’s slate of movies helped to boost Netflix’s business substantially, he often clashed with Mr. Sarandos over strategy. Mr. Stuber often tried to appease filmmakers by pushing for wider theatrical releases than Mr. Sarandos was willing to undertake.Still, Netflix received the most Oscar nominations of any studio in 2020, 2021 and 2022. In addition to critical hits like Mr. Scorsese’s “The Irishman,” Ms. Campion’s “The Power of the Dog” and Mr. Cuarón’s “Roma,” Mr. Stuber’s tenure produced popular hits like “Red Notice,” “Bird Box” and “Glass Onion: A Knives Out Mystery.”He made big bets on filmmakers he wanted to lure to the studio, spending $450 million to secure two “Knives Out” sequels from Rian Johnson and more than $160 million for Zack Snyder’s recent release, “Rebel Moon.” Greta Gerwig, who directed and co-wrote the blockbuster “Barbie,” is also working with Netflix on adapting two films based on the “Chronicles of Narnia” book series.“Maestro,” a biopic of the composer Leonard Bernstein, which Bradley Cooper wrote, directed and stars in, is one of the Netflix films expected to pick up several Oscar nominations this year. (Netflix will also announce its fourth-quarter earnings on Tuesday.)Netflix was sometimes criticized for prizing quantity over quality in its film strategy, a knock that Mr. Stuber acknowledged.“I think one of the fair criticisms has been we make too much and not enough is great,” he said in an interview in 2021, adding, “I think what we want to do is refine and make a little less better and more great.”In a statement on Monday, Mr. Stuber thanked Mr. Sarandos and Reed Hastings, Netflix’s co-founder and executive chairman, for “the amazing opportunity to join Netflix and create a new home for original movies.”“I am proud of what we accomplished,” he said, “and am so grateful to all the filmmakers and talent who trusted us to help tell their stories.”Mr. Stuber is scheduled to leave in March and will start his own media company. Bela Bajaria, Netflix’s chief content officer, will assume Mr. Stuber’s duties when he leaves. Last year, she essentially became Mr. Stuber’s boss, putting a management layer between him and Mr. Sarandos. More

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      Netflix’s Approach Shifts, Pushing Content That Can ‘Pop’

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      The streaming service long thought spending on ads didn’t result in more viewers. That has subtly changed under the marketing chief Marian Lee.Netflix made sure viewers had ample opportunity to hear about “Wednesday,” its macabre hit starring Jenna Ortega.They could come across it in an airport security line when plopping their belongings into a tray that asked “What would Wednesday do?” Or see the title character in the Uber app when they ordered a ride. Or they could encounter it on TikTok, where seemingly everyone from Ukrainian soldiers to hip grannies were performing the title character’s arm-jolting, addictive dance set to the Lady Gaga song “Bloody Mary.”Either way, the marketing resources Netflix dedicated to the show helped to make it a global sensation. The push included Netflix shifting its social media resources from sites like Twitter and Instagram to TikTok after the amateur dance videos went viral. There was also a campaign in which local markets around the world adapted the slogan “What would Wednesday do?” to their country’s taste and culture. (Billboards in Los Angeles cheekily stated: “I read your screenplay. It’s time to rethink your writing career.”)The streaming service said the show’s eight episodes were viewed 1.24 billion hours in the first 28 days they were available, making it the second most-watched English-language series on the service, just behind the fourth season of “Stranger Things.”For the movie “Glass Onion: A Knives Out Mystery,” there was a widely publicized (including TV commercials) one-week theatrical release on Thanksgiving that generated a reported $15 million in ticket sales. After that, a Los Angeles-based escape room and a handful of murder mystery dinners across the country — and more commercials — helped to keep the word of mouth alive until the expensive star-studded sequel debuted on the service at Christmas time. It racked up 279.7 million hours watched in the first 28 days, which Netflix said made it the fourth most-watched English-language film on the service.“Glass Onion: A Knives Out Mystery” received a one-week theatrical release at Thanksgiving and became available on Netflix at Christmas time.John Wilson/NetflixNetflix’s marketing tactics are indicative of an evolving strategy for a company that is facing a much more competitive streaming marketplace — and trying to serve an increasingly fickle audience. The new tactics also come as Netflix has introduced an advertising tier and is cracking down on password sharing as it contends with a maturing U.S. market. It has also essentially replaced its original creative team, opting for executives with broader tastes to serve a global marketplace. To sell this evolution of the world’s largest streaming service, the company is relying on Marian Lee, its third chief marketing officer in three years.“I’m trying to enable creativity, because I want to bring all of this content to more people around the world,” Ms. Lee said in an interview at Netflix’s headquarters in Los Angeles. “I also want the rest of Netflix to understand what the marketing strategy is: We support the content organization.”She spent the previous night staying up late to finish the reality show “Full Swing,” saying she cried in her bathroom when it was over.“I’m watching everything, and I’m going to tell you where I think this is really going to pop,” she said.For all of Netflix’s success over the years, the company has never quite found its footing in marketing. That is primarily because of the company’s core tenet is that the streaming service itself is its greatest marketer, and spending on expensive commercials or advertisements does not always improve viewer engagement. In 2019, the marketing operation moved under Ted Sarandos, who was then the head of content and is now the company’s co-chief executive. He hired Jackie Lee-Joe from BBC Studios to be chief marketing officer. She departed after just 10 months, when Mr. Sarandos surprised many inside Netflix by appointing Bozoma Saint John as the new C.M.O. Ms. Saint John used her formidable social media presence — she has 424,000 followers on Instagram — to host her own lifestyle events under the moniker @badassboz while running the Netflix marketing team, but her impact on Netflix’s shows and movies proved less fruitful.Ms. Lee was the global co-head of music at Spotify when she was hired by Ms. Saint John in July 2021. She was promoted to chief marketing officer in March 2022 after Ms. Saint John left. In contrast with her predecessor, Ms. Lee’s Instagram account is private, and when she was offered Ms. Saint John’s office, she declined, opting to remain in the one she occupied that was closer to her staff.“Wednesday,” starring Jenna Ortega, was marketed heavily through TikTok.Vlad Cioplea/NetflixNetflix’s marketing budget has remained fairly consistent, increasing to $2.5 billion in 2022 from $2.2 billion in 2020. But Ms. Lee’s 400-plus global team has enacted a subtle change in strategy, in which many of those dollars have been shifted to focus on individual titles as opposed to the branding of the streaming service itself.Still, the amount of money set aside for marketing remains relatively small, considering Netflix spends $17 billion a year on its programming. And when filmmakers and showrunners grouse about working with Netflix, the complaints are often aimed at the marketing department, which they feel can be limited by its budget. It is an issue traditional studios have tried to capitalize on, arguing that they may pay less upfront for a project but that they will spend more in marketing to let people know when it’s coming out.“The legacy studios spend more on marketing,” said Tripp Vinson, a producer of the Netflix “Murder Mystery” films starring Adam Sandler and Jennifer Aniston. The first movie came out in 2019 and the second became available to Netflix subscribers on Friday. “But as a producer, what do I care about? You’re implying that the more you spend, the greater chance you have of getting your audience in that legacy, traditional marketing way. Well, I know from ‘Murder Mystery’ 1, whatever Netflix did to market this movie, the amount of viewers that I got, that’s what I care about. And they were astounding numbers.”For “Murder Mystery 2,” the streaming service added a second premiere at the Eiffel Tower in Paris, international billboards and commercials during the National Football League’s divisional playoffs. It also partnered with the social media star Mr. Beast to offer an unwitting couple a surprise trip to the Paris premiere. The first movie landed back on Netflix’s Top 10 list a week ahead of the release, and expectations inside the company for the sequel are high.Netflix’s chief content officer, Bela Bajaria, pushes against the notion that the company had not aggressively marketed specific shows and movies in the past.“I think the tension may be with people feeling like there is only the traditional way to do it, and they don’t realize we market in so many different ways,” she said, noting the service’s social media channels reach 800 million people globally.Netflix held a premiere event for “Murder Mystery 2” at the Eiffel Tower in Paris.Scott Yamano/NetflixFilmmakers, though, have noticed a difference with Ms. Lee.“Right when she arrived, she came down to see what we were doing and visited the set often,” said Debbie Snyder, a producer of the $80 million sci-fi spectacle “Rebel Moon,” which is directed by her husband, Zack Snyder.The plan is for the film, scheduled to debut on Dec. 22, to be the first in a trilogy.Did Ms. Snyder receive the same personalized attention when the film “Army of the Dead” debuted in 2021? “No,” she said. “Not really at all.”Netflix’s film chairman, Scott Stuber, said the marketing department under Ms. Lee was more in tune with the content side of the company. He noted that he was particularly impressed by her nimble approach, like her ability to maintain buzz for “Glass Onion” after its theatrical release.“I like someone who actually knows the old playbook, but also is very interested in how to rewrite the rules for the new playbook,” he said.“I’m trying to enable creativity, because I want to bring all of this content to more people around the world,” Ms. Lee said.Philip Cheung for The New York TimesIn February, members of Ms. Lee’s brand marketing team crammed themselves into a conference room to discuss, among other topics, “The Marquee,” a handful of high-tech billboards with pithy messages that rotate weekly and appear in strategic locations around the world like Sunset Boulevard in Los Angeles, Times Square in New York and Les Halles in Paris. She listened intently to the presentation: The board at the Trevi Fountain will be moved to a different location in Rome, one that is less of a tourist spot and more of a place where local Netflix subscribers could connect with it; Times Square is going to get an innovative new billboard that is easier to program yet looks like the physical one on Sunset Boulevard. A marquee is coming soon to Warsaw.“The point of the board is to have fun, be edgy and push all the way to the edge,” she said.“I know it’s a lot of pressure because they have to come up with a new message every week,” she added, “but if they’re just using it for something lame, I’d rather not do it.” More

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      ‘Glass Onion’ and ‘Matilda’ Test Netflix’s Approach to Theatrical Releases

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      The company agreed to some exclusive theatrical distribution for “Glass Onion” and “Matilda the Musical,” but it’s not clear exhibitors will get much more.“Glass Onion: A Knives Out Mystery,” the much-anticipated follow-up to the 2019 sleeper hit directed by Rian Johnson, was supposed to be the moment Netflix crossed the Rubicon.Rather than give the film a perfunctory theatrical release — a strategy designed to ensure most viewers ultimately watch a movie on the streaming service — Netflix, in a first, would give the film a traditional, exclusive run in a large number of cinemas.It didn’t happen.After much back and forth, and contrary to the wishes of some Netflix employees and Mr. Johnson, a theatrical release for “Glass Onion” that at one point some people inside the company hoped would reach up to 2,000 screens ended up at 638 in the United States. The movie, which was released on Wednesday and has received positive reviews, will run in theaters for just one week before becoming available on Netflix on Dec. 23.What was supposed to be the moment to prove the value of theaters to the streaming giant will not come to pass. Yet the company is also involved in another intriguing theatrical experiment this weekend, one that could end up providing Netflix with even more valuable feedback.On Friday, “Matilda the Musical,” financed and produced by Netflix, will open on more than 1,500 screens in 670 locations across the United Kingdom and Ireland. The movie, starring Emma Thompson as the villainous Miss Trunchbull, will be released and promoted by Sony Pictures, which, in a unique one-picture deal, licensed the rights to Netflix on the condition that Sony could hold onto the United Kingdom for a theatrical release. (“Matilda,” which is based on a stage musical that itself is based on a children’s book by Roald Dahl, is beloved in the United Kingdom. The musical has been running in London’s West End since 2011.)“It will be a good example of what could be done,” said Tim Richards, founder and chief executive of Vue International, a London-based exhibitor with theaters in countries including the United Kingdom, Denmark, Germany and Italy. “If there was ever a film made for the big screen, it’s ‘Matilda.’”Sony Pictures, which declined to comment for this article, bought the film rights to “Matilda the Musical” in 2015, with the show’s director, Matthew Warchus, set to oversee the adaptation. At the same time, Netflix was trying to bolster its roster of family films and had its eye on the Roald Dahl estate. (In 2021, Netflix ultimately purchased the entire Dahl estate, giving the company the ability to adapt books like “Charlie and the Chocolate Factory” and “The BFG” into films and television shows, while also controlling the publishing rights.)At the end of 2019, the companies entered into an arrangement whereby Netflix would finance “Matilda the Musical” and produce it in conjunction with Sony and Working Title Films, a U.K. producer. Netflix would control rights to the finished product worldwide, excluding the United Kingdom and Ireland, where Sony would own the rights and release the film theatrically. “Matilda the Musical” will not appear on Netflix in the United Kingdom or Ireland until next summer, though it will be available to stream in the United States and other countries on Christmas.“Matilda the Musical” is receiving a traditional theatrical release in the United Kingdom.NetflixSo far the film has received positive reviews. The Independent deemed it “a frothy, whimsical delight,” while The Guardian called it “a tangy bit of entertainment, served up with gusto.” It has a 100 percent positive rating on Rotten Tomatoes and could do the kind of business that the original “Peter Rabbit” did at the British box office, where it sold $54 million in tickets.Whether the box office performances of “Glass Onion” and “Matilda” have any long-term impact on Netflix’s approach to theatrical distribution is a big question. According to three people with knowledge of Netflix’s inner workings, numerous executives in the company’s film group would like Netflix to embrace a more traditional strategy regarding film releases, but the co-chief executives, Ted Sarandos and Reed Hastings, remain focused on streaming. “There is no question internally that we make our movies for our members, and we really want them to see them on Netflix,” Mr. Sarandos said on an earnings call last month, adding, “Most people watch movies at home.”.css-1v2n82w{max-width:600px;width:calc(100% – 40px);margin-top:20px;margin-bottom:25px;height:auto;margin-left:auto;margin-right:auto;font-family:nyt-franklin;color:var(–color-content-secondary,#363636);}@media only screen and (max-width:480px){.css-1v2n82w{margin-left:20px;margin-right:20px;}}@media only screen and (min-width:1024px){.css-1v2n82w{width:600px;}}.css-161d8zr{width:40px;margin-bottom:18px;text-align:left;margin-left:0;color:var(–color-content-primary,#121212);border:1px solid var(–color-content-primary,#121212);}@media only screen and (max-width:480px){.css-161d8zr{width:30px;margin-bottom:15px;}}.css-tjtq43{line-height:25px;}@media only screen and (max-width:480px){.css-tjtq43{line-height:24px;}}.css-x1k33h{font-family:nyt-cheltenham;font-size:19px;font-weight:700;line-height:25px;}.css-1hvpcve{font-size:17px;font-weight:300;line-height:25px;}.css-1hvpcve em{font-style:italic;}.css-1hvpcve strong{font-weight:bold;}.css-1hvpcve a{font-weight:500;color:var(–color-content-secondary,#363636);}.css-1c013uz{margin-top:18px;margin-bottom:22px;}@media only screen and (max-width:480px){.css-1c013uz{font-size:14px;margin-top:15px;margin-bottom:20px;}}.css-1c013uz a{color:var(–color-signal-editorial,#326891);-webkit-text-decoration:underline;text-decoration:underline;font-weight:500;font-size:16px;}@media only screen and (max-width:480px){.css-1c013uz a{font-size:13px;}}.css-1c013uz a:hover{-webkit-text-decoration:none;text-decoration:none;}What we consider before using anonymous sources. Do the sources know the information? What’s their motivation for telling us? Have they proved reliable in the past? Can we corroborate the information? Even with these questions satisfied, The Times uses anonymous sources as a last resort. The reporter and at least one editor know the identity of the source.Learn more about our process.Netflix declined to comment for this article.Discussions about a significant theatrical release for Netflix’s biggest movies began in earnest in April, after the company’s stock dropped 35 percent following a dismal first-quarter earnings report, according to the three people, who spoke on condition of anonymity to describe internal matters. “Glass Onion,” one of two “Knives Out” sequels the company purchased for $450 million in 2021, seemed to be the perfect candidate. The original grossed an impressive $165 million domestically — a notable feat for a movie not based on any well-known intellectual property.Spencer Klein, the company’s distribution director, went to the theater owners’ trade convention in Las Vegas to inform eager exhibitors that in light of Netflix’s subscriber slowdown, the company was considering wider theatrical releases. The issue was again brought up at a retreat for senior management in May and discussions continued in June, the people said, when there were preliminary talks about pushing back the streaming debut of the action-adventure film “The Gray Man” to allow for additional time in theaters. (This idea, specifically, never gained much traction.)Each conversation ended the same way, the three people said, with Mr. Sarandos adamant that a theatrical model was a confusing distraction and that the company’s best films should debut on Netflix. It wasn’t until September that Mr. Sarandos re-engaged in the debate, allowing his film team to use “Glass Onion” to test the market to examine two things: whether big-budget Netflix films could make money in theaters, even with the added marketing and print costs required; and whether those additional marketing costs would ultimately improve the film’s performance on the streaming platform.Netflix is releasing “Glass Onion” in more than 600 theaters, but that’s below what some in the company’s film group wanted.Netflix, via Associated PressScott Stuber, Netflix’s film chief, was hoping to put “Glass Onion” into a wide release, anywhere from 1,000 to 2,000 screens, according to the people familiar with the discussions. Mr. Sarandos wanted 500. They agreed to more than 600 with a 30-day window between the film’s theatrical debut and its appearance on streaming. Mr. Sarandos demanded that it play for just one week and that the exhibitors promise not to release the box office numbers to the news media. For the first time, the two largest theater chains in the United States, AMC Theatres and Regal Cinemas, agreed to a deal with Netflix, along with other smaller chains. AMC’s chief executive, Adam Aron, said in a statement at the time that the deal showed that “both theatrical exhibitors and streamers can continue to coexist successfully.”That enthusiasm was short-lived, stifled when Mr. Sarandos emphasized his commitment to streaming during last month’s earnings call.Some of the large exhibitors were considering backing out of the deal after his remarks, according to one of the people familiar with the company’s inner workings. They remained only because they hoped a success story would change the top executives’ thinking. It helped that Netflix had committed a healthy budget to marketing “Glass Onion,” running commercials during “Sunday Night Football” and “Saturday Night Live,” and showing the trailer in theaters before movies like “Black Panther: Wakanda Forever” and “Ticket to Paradise.” “We want as many people as possible to see it in theaters,” Mr. Johnson, the director of “Glass Onion,” told The Hollywood Reporter this week about the film. “And then we want it to do incredibly well when it hits Netflix — so lots of people see it and so it demonstrates to everybody, most of all Netflix, that these two things can coexist.”Mr. Sarandos’s thinking runs counter to what other major studio heads now believe. “I’ve seen the data,” David Zaslav, the chief executive of Warner Media Discovery, said during a recent investor conference. “A movie that opens in the theater performs five times as well as a movie that you put direct to streaming.”Yet, releasing films theatrically is far from a sure thing these days. The U.S. box office is down some 32 percent compared with 2019, and the pandemic significantly altered moviegoing habits. Older moviegoers have yet to return to the cinema in big numbers, and studios are making fewer films, 36 percent fewer, in fact. One exhibitor said that if the three big streaming companies — Netflix, Amazon and Apple — released roughly 20 movies in theaters each year in total, that would help make up for the deficit and potentially return the business to a healthy place.Until then, theater chains are hopeful that releases like “Glass Onion” and “Matilda” will convince the companies to try more like them.“I’m hoping that ‘Glass Onion,’ even though it’s a very limited release, will deliver sufficient numbers that will certainly tweak some interest into doing something more in the future because they’ve got some amazing movies coming up,” Mr. Richards of Vue International said. “They’re moving slowly but I’m hopeful that there will be a change in thinking.” More

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      Netflix, Still Reeling, Bets Big on ‘The Gray Man’

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      Anthony and Joe Russo like to go big.In 2018’s “Avengers: Infinity War,” the directing brothers shocked fans when they erased half the global population and allowed their Marvel superheroes to fail. The next year, they raised the stakes with the three-hour “Avengers: Endgame,” a film that made $2.79 billion at the global box office, the second-highest figure ever to that point.And now there is “The Gray Man,” a Netflix film that they wrote, directed and produced. The streaming service gave them close to $200 million to trot around the world and have Ryan Gosling and Chris Evans portray shadow employees of the C.I.A. who are trying to kill each other.“It almost killed us,” Joe Russo said of filming.One action sequence took a month to produce. It involved large guns, a tram car barreling through Prague’s Old Town quarter and Mr. Gosling fighting off an army of assassins while handcuffed to a stone bench. It’s one of those showstoppers that get audiences cheering. The moment cost roughly $40 million to make.“It’s a movie within a movie,” Anthony Russo said.“The Gray Man,” which opened in select theaters this weekend and will be available on Netflix on Friday, is the streaming service’s most expensive film and perhaps its biggest gamble as it tries to create a spy franchise in the mold of James Bond or “Mission Impossible.” Should it work, the Russos have plans for expanding the “Gray Man” universe with additional films and television series, as Disney has done with its Marvel and Star Wars franchises.Ryan Gosling stars in “The Gray Man,” which Netflix will start streaming on Friday.NetflixBut those franchises, while turbocharged by streaming and integral to the ambitions of Disney+, are first and foremost theatrical enterprises. “The Gray Man” is coming out in 450 theaters. That’s a far cry from the 2,000 or so that a typical big-budget release would appear in on its opening weekend. And the film’s nearly simultaneous availability on Netflix ensures that most viewers will watch it on the service. Films that Netflix releases in theaters typically leave them much faster than movies from traditional studios.“If you’re trying to build a franchise, why would you start it on a streaming service?” asked Anthony Palomba, a professor at the University of Virginia’s Darden School of Business who studies media and entertainment trends, specifically how consumers’ habits change.The film comes at a critical time for Netflix, which will announce its second-quarter earnings on Tuesday. Many in the industry expect the results to be even grimmer than the loss of two million subscribers that the company forecast in April. The company’s first-quarter earnings led to a precipitous drop in its stock price, and it has since laid off hundreds of employees, announced that it will create a less expensive subscription tier featuring commercials and said it plans to crack down on password sharing between friends and family.Despite the current rough patch, Netflix’s deep pockets and hands-off approach to creative decisions made it the only studio that was able to match the Russos’ ambitions and their quest for autonomy.“It would have been a dramatically different film,” Joe Russo said, referring to the possibility of making “The Gray Man” at another studio, like Sony, where it was originally set to be produced. The brothers said going elsewhere would have required them to shave off a third of their budget and downgrade the action of the film.One person with knowledge of the Sony deal said the studio had been willing to pay $70 million to make the movie. Instead, the Russos sold it to Netflix in an agreement that allowed Sony to recoup its development costs and receive a fee for its time producing it. Sony declined to comment.The movie includes nine significant action sequences, including a midair fight involving emergency flares, fire extinguishers and Mr. Gosling’s grappling with a parachuted enemy as both tumble out of a bombed-out plane, Anthony Russo said.“Ambition is expensive,” Joe Russo said. “And it’s risky.”Netflix, even in this humbling moment, can pay more upfront when it isn’t saddled with the costs that accompany much bigger theatrical releases. And for Scott Stuber, Netflix’s head of global film, who greenlighted the “Bourne Identity” franchise when he was at Universal Pictures, movies like “The Gray Man” are what he has been striving to make since he joined the company five years ago.“We haven’t really been in this genre yet,” Mr. Stuber said in an interview. “If you’re going to do it, you want to deal with filmmakers who over the last decade have created some of the biggest franchises and the biggest action movies in our business.”“We’re not crazily reducing our spend, but we’re reducing volume,” Scott Stuber, the head of global film for Netflix, said.Philip Cheung for The New York TimesThe Russos are also producing the sequel to “Extraction” with Chris Hemsworth for Netflix and just announced that Netflix would finance and release their next directing venture, a $200 million sci-fi action film, “The Electric State,” with Millie Bobby Brown and Chris Pratt.Mr. Stuber pointed to the “Extraction” sequel and a spy film starring Gal Gadot, “Heart of Stone,” both set for release next year, as proof that the company is still taking big swings despite its struggles. He did acknowledge, however, that the recent business realities have forced the company to think harder about the projects it selects.“We’re not crazily reducing our spend, but we’re reducing volume,” he said. “We’re trying to be more thoughtful.”He added: “We were a business that was, for a long time, a volume business. And now we’re being very specific about targeting.”Niija Kuykendall was hired from Warner Bros. late last year to oversee a new division that will focus on making midbudget movies, in the range of $40 million to $50 million, which the traditional studios have all but abandoned because their box office potential is less certain. And Mr. Stuber pointed to two upcoming films — “Pain Hustlers,” a $50 million thriller starring Emily Blunt, and an untitled romantic comedy with Nicole Kidman and Zac Efron — as examples of the company’s commitment to films of that size.In recent months, Netflix has also been criticized by some in the industry for how much — or how little — it spends to market individual films. Its marketing budget has essentially stayed the same for three years, despite a significant rise in competition from services like Disney+ and HBO Max. Creators often wonder whether they are going to get the full Netflix marketing muscle or simply a couple of billboards on Sunset Boulevard.For “The Gray Man,” Netflix has sent the Russos and their cast to Berlin, London and Mumbai, India. Other promotional efforts have included national television ads during National Basketball Association games and the Indianapolis 500 and 3-D billboards in disparate locations like Las Vegas and Krakow, Poland.“It’s very large scale,” Joe Russo said of Netflix’s promotion of “The Gray Man.” “We’re doing a world tour to promote it. The actors are going with us. It feels a lot like the work we did to promote the Marvel films.”Netflix released “The Gray Man,” which also stars Chris Evans, in theaters the week before it becomes available for streaming.NetflixFor the smaller-scale theatrical release, Netflix will put “The Gray Man” at some of the handful of theaters it owns — like the Paris Theater in New York and the Bay Theater in Los Angeles — and with chains like Cinemark and Marcus Theaters. And even though Joe Russo calls “The Gray Man” “a forget-to-eat-your-popcorn kind of film,” Netflix will not disclose its box office numbers.The theatrical side of the movie business is a conundrum for Netflix. The studio’s appetite for risk is often greater than that of traditional studios because it doesn’t spend as much money putting films in theaters and doesn’t have to worry about box office numbers. On the flip side, the lack of large-scale theatrical releases has long been a sticking point with filmmakers looking to display their creativity on as big a screen as possible and hoping to build buzz with audiences.And the strength of the box office in recent months for films as different as “Top Gun: Maverick,” “Minions: The Rise of Gru” and “Everything Everywhere All at Once” (which the Russos produced) has prompted many to rethink the influence of movie theaters, which the pandemic severely hobbled.Mr. Stuber acknowledged that a greater theatrical presence was a goal, but one that requires a consistent supply of movies that can connect with a global audience.“That’s what we’re trying to get to: Do we have enough of those films across the board consistently where we can be in that market?” he said.It would also require Netflix to reckon with how long to let its movies play exclusively in theaters before appearing on its service. While the theatrical window for the “The Gray Man” is very short, the Russos hope the film will show that Netflix can be a home for the type of big-budget crowd pleasers the brothers are known for.“Knowing that you have, ultimately, a distribution platform which can pull in 100 million viewers like it did on ‘Extraction,’ but also the potential for a large theatrical window with a commensurate promotional campaign behind it,” Joe Russo said, “you have a very powerful studio.” More

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      Netflix Productions Are More Diverse Than Studio Films, Study Shows

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      AdvertisementContinue reading the main storySupported byContinue reading the main storyNetflix Productions Are More Diverse Than Studio Films, Study ShowsThe study, which the streaming giant commissioned, looked at films and TV series from 2018 and 2019.Ali Wong and Randall Park star in “Always Be My Maybe” on Netflix.Credit…NetflixFeb. 26, 2021, 9:30 a.m. ETFifty-two percent of Netflix films and series in 2018 and 2019 had girls or women in starring roles. And 35.7 percent of all Netflix leads during that span came from underrepresented groups, compared with 28 percent in the top 100 grossing theatrical films.Those findings were released on Friday by the University of Southern California’s Annenberg Inclusion Initiative, which Netflix commissioned to look at its own U.S.-based scripted original films and series. The study analyzed 126 movies and 180 series released during 2018 and 2019.“Notably, across 19 of 22 indicators we included in this study, Netflix demonstrated improvement across films and series from 2018 to 2019,” said Stacy L. Smith, who is the head of the initiative and has been studying representation in film and television since 2005, during an online symposium the company held to discuss the survey. She said Netflix had also increased the percentage of women onscreen and working as directors, screenwriters and producers; for Black cast and crew; and for women of color in leading roles.Of the 130 directors of Netflix films in those two years, 25 percent were women in 2018 and 20.7 percent in 2019 — outpacing the feature films released theatrically by other studios over the same period.While Netflix reflects gender equality in its leading roles in television series and films, when every speaking character is evaluated, those roles did not match what the country looks like from a gender and race perspective. Only 19.9 percent of all stories met that mark. For instance, 96 percent of stories did not have any women onscreen who identify as American Indian/Native Alaskan, and 68.3 percent of the content evaluated did not include a speaking role for a Latina. That number rose to 85 percent when it came to speaking roles for Middle Eastern/North African women.Scott Stuber, Netflix’s film chief, acknowledged how crucial those kinds of small parts were to working actors.“The SAG card is everything,” he said, referring to the Screen Actors Guild membership that performers earn by having roles in various projects. “That is the beginning of the dream. We have to be very active with our filmmakers and our casting directors to fix that. That’s the next great artist. That’s the next Viola Davis.”According to the report, L.G.B.T.Q. characters at every level of film and television were marginalized, particularly transgender characters. And just 11.8 percent of L.G.B.T.Q. characters in leading roles were shown as parents.“I was shocked that we are not doing great there,” said Bela Bajaria, the head of global TV for Netflix. “I feel like we are so active in our story lines. But the lack of gay parents in our shows, that’s a clear takeaway.”According to Netflix’s chief executive Ted Sarandos, the company is committed to releasing a new report every two years through 2026.“Our hope is to create a benchmark for ourselves, and more broadly across the industry,” he wrote in a blog post that accompanied the report.The director and screenwriter Alan Yang said during the symposium that he was bullish on the future of inclusion in entertainment, especially at Netflix, which produced a series he created with Aziz Ansari, “Master of None,” and his feature film “Tigertail.”“It’s going to improve a lot if Bela and Scott buy all the shows and films I pitch them,” Mr. Yang said with a laugh.AdvertisementContinue reading the main story More