For years, Netflix co-CEO Ted Sarandos questioned the importance of movie theatres, arguing that audiences should be able to watch films at home as soon as possible. The streaming giant often preferred short theatrical releases before making its films available online.
However, Netflix now appears to be changing its approach. Several upcoming films are set to receive longer cinema runs, suggesting that the company is moving closer to the traditional Hollywood model.
One of the most notable examples is "La Bola Negra", an upcoming Spanish-language film directed by Javier Calvo and Javier Ambrossi, popularly known as Los Javis. Netflix has acquired the film’s US distribution rights and plans to give it a theatrical window of around 47 days before it hits streaming. This would be the longest theatrical window for a live-action Netflix film so far.
The film’s theatrical release has been moved forward to October 16, 2026, while its Netflix streaming debut is scheduled for December 2. This would give audiences the option to watch the film exclusively in cinemas for approximately six and a half weeks.
Until now, "Marriage Story", released in 2019, held the record among Netflix films, with a theatrical window of about 30 to 31 days. Other releases followed a much shorter schedule. For example, "Glass Onion: A Knives Out Mystery" received only a one-week theatrical run in major cinema chains in 2022 before arriving on Netflix.
The change is not limited to "La Bola Negra". Reports say Netflix has also announced a similar release plan for "Charlie vs. the Chocolate Factory", an animated feature directed by Taika Waititi. The film is scheduled to arrive in theatres on November 5, 2027, before streaming on December 22, giving it a 47-day theatrical window.
What's even more impressive is the report that Greta Gerwig’s upcoming "Narnia: The Magician’s Nephew" is expected to receive an even longer 49-day theatrical run in early 2027. If these plans remain unchanged, it will surpass the windows planned for both "La Bola Negra" and "Charlie vs. the Chocolate Factory".
This shift raises an important question: why is Netflix, a company built around streaming, giving cinemas more time to show its films?
A major reason is the need to attract and retain leading filmmakers. Many directors want their films to be a big-screen experience, where visuals, sound and audience reactions can have a greater impact. A short cinema run may not meet their expectations, particularly for large-scale productions or films seeking recognition at major awards.
Competition for films has also become intense. Companies such as A24, Neon and Mubi compete with Netflix for promising projects, including films that attract attention at international festivals. Offering a longer theatrical release can make Netflix a more attractive partner for directors and producers who value a traditional cinema launch.
The box office also offers benefits beyond ticket sales. A film that remains in cinemas for several weeks has more time to attract audiences, generate reviews and build word-of-mouth interest. Strong theatrical attention can help a movie become a wider cultural event rather than just another title on a streaming homepage. Moreover, it also works as a marketing tool for the streamer.
When the film eventually hits Netflix, viewers may already recognise it and be eager to watch it. In this way, a theatrical release can create interest that continues long after the cinema run ends.
Netflix’s longer release windows therefore suggest a broader strategy shift. Rather than treating cinemas mainly as a way to qualify films for awards, the company appears increasingly willing to use theatres as an important part of a film’s launch. Whether this becomes the new standard for its major releases remains to be seen, but the planned 47-day and 49-day windows point towards a closer relationship between streaming and traditional cinema.
For Netflix, the challenge will be finding the perfect balance between a healthy theatrical run and preserving the convenience that made its streaming service successful. For filmmakers and cinema operators, the change could create new opportunities. Ultimately, audiences may benefit from having more time to experience major films on the big screen before watching them at home.
