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曾经颠覆影视行业的Netflix,如今要走进电影院

曾经颠覆影视行业的Netflix,如今要走进电影院

Tristan Bove 2022-05-25
Netflix正在考虑增加影院首映,并在流媒体商业模式中增加商业广告。

目前,Netflix遭遇了一些困难。

今年4月,该公司公布的第一季度业绩不佳,再加上订阅用户流失20万人的影响,导致其股价下跌了37%。

订阅用户和收入损失迫使Netflix选择裁员,上周裁员150人。按照Netflix自己的解释,痛苦远没有结束,公司预测下个季度将再损失200万订阅用户。

Netflix的处境日益紧张。多年来,这家公司颠覆了传统影视行业,但它如今可能正在变成几乎被其摧毁的模式。据媒体报道,Netflix正在考虑增加影院首映,并在流媒体商业模式中增加商业广告。

据彭博社(Bloomberg)报道,Netflix正在考虑将其制作的电影在影院放映45天后,再投放到家庭流媒体平台。Netflix今年可能尝试在影院上映两部大片:一部是《利刃出鞘2》(Knives Out 2),这部电影的前作在2019年上映,票房超过3亿美元;另外一部是由导演亚历桑德罗·冈萨雷斯·伊纳里图执导的影片,目前尚未命名。

分析师称,对Netflix来说,延长影片在影院的上映时间是合理的决定,因为公司要解决流媒体服务最大的问题之一:大片的曝光度。

电影行业分析公司Gower Street的创始人及首席执行官迪米特里奥斯·米西尼科斯向《财富》杂志表示:“就电影而言,在影院上映是保证所有收入流的首选营销途径。在流媒体时代,电影院可以帮助内容所有者,包括Netflix等流媒体平台,展示其最精彩的内容,并向核心受众宣传自己的平台。”

对Netflix而言,电影院是让更多的观众观看其大片的必要媒介。

Comscore的行业分析师保罗·德加拉贝迪安告诉《财富》杂志:“没有比电影院更好的炒作平台。在流媒体生态系统无限的带宽中,即使明星云集的大制作影片也会被淹没在海量的内容当中。”

Netflix并未立即答复《财富》杂志的置评请求。

Netflix对于在影院上映大片并不陌生,只是到目前为止在影院上映的时间都不会超过几周。在影院上映持续45天,与其以往的做法形成了鲜明对比。Netflix的商业模式依靠即时提供专属内容,但其最近的困境和糟糕的财务状况,可能正在迫使该公司重新评估这种模式的可行性。

自发布上一季度糟糕的业绩以来,Netflix还表示可能在其服务中植入广告,并将推出不同类型和不同支付层级的订阅模式。据媒体披露,这家公司还计划推出一个新内容品牌,主打无脚本的直播节目和其特色节目单口喜剧脱口秀。

如果Netflix植入广告和推出直播服务,它就将逐渐变得与已经被其颠覆的传统电视模式类似。而聚合Netflix与其他流媒体服务的新捆绑服务选择,似乎正在让该公司快速变成新一代的传统有线电视。

Netflix是最早上市的大型流媒体服务平台。自2007年上市以来,这家公司一直都被认为将彻底颠覆影视行业,改变观影体验。而Netflix允许其影片在剧院上映更长时间,将逆转这个趋势,但这也可能是明智之举,因为分析师认为经过新冠疫情导致的长期萧条之后,未来几年,电影院将会迎来发展良机。

米西尼科斯说:“2019年,新冠疫情爆发之前的全球电影票房为423亿美元,我们预计未来12至18个月,全球票房将恢复到这个水平。”

今年将有多部令人期待的大片上映,包括经典影片《壮志凌云》(Top Gun)的续集、打破票房纪录的《阿凡达》(Avatar)的续集等,以至于一些传统好莱坞高管号称大银幕“即将回归”。

Netflix等流媒体平台延长电影在影院的上映时间,还能够吸引更多导演或表演人才。马丁·斯科塞斯、阿方索·卡隆和科恩兄弟等导演都曾经同意为Netflix执导电影,但条件是电影需要在影院首映。

德加拉贝迪安称:“事实上,这或许是Netflix等公司的影院策略最重要的一部分,因为在影院上映的机会是吸引台前幕后的人才同意参与影视制作最好的条件。”

他补充道:“毋庸置疑,大银幕是无可替代的。”(财富中文网)

译者:刘进龙

审校:汪皓

目前,Netflix遭遇了一些困难。

今年4月,该公司公布的第一季度业绩不佳,再加上订阅用户流失20万人的影响,导致其股价下跌了37%。

订阅用户和收入损失迫使Netflix选择裁员,上周裁员150人。按照Netflix自己的解释,痛苦远没有结束,公司预测下个季度将再损失200万订阅用户。

Netflix的处境日益紧张。多年来,这家公司颠覆了传统影视行业,但它如今可能正在变成几乎被其摧毁的模式。据媒体报道,Netflix正在考虑增加影院首映,并在流媒体商业模式中增加商业广告。

据彭博社(Bloomberg)报道,Netflix正在考虑将其制作的电影在影院放映45天后,再投放到家庭流媒体平台。Netflix今年可能尝试在影院上映两部大片:一部是《利刃出鞘2》(Knives Out 2),这部电影的前作在2019年上映,票房超过3亿美元;另外一部是由导演亚历桑德罗·冈萨雷斯·伊纳里图执导的影片,目前尚未命名。

分析师称,对Netflix来说,延长影片在影院的上映时间是合理的决定,因为公司要解决流媒体服务最大的问题之一:大片的曝光度。

电影行业分析公司Gower Street的创始人及首席执行官迪米特里奥斯·米西尼科斯向《财富》杂志表示:“就电影而言,在影院上映是保证所有收入流的首选营销途径。在流媒体时代,电影院可以帮助内容所有者,包括Netflix等流媒体平台,展示其最精彩的内容,并向核心受众宣传自己的平台。”

对Netflix而言,电影院是让更多的观众观看其大片的必要媒介。

Comscore的行业分析师保罗·德加拉贝迪安告诉《财富》杂志:“没有比电影院更好的炒作平台。在流媒体生态系统无限的带宽中,即使明星云集的大制作影片也会被淹没在海量的内容当中。”

Netflix并未立即答复《财富》杂志的置评请求。

Netflix对于在影院上映大片并不陌生,只是到目前为止在影院上映的时间都不会超过几周。在影院上映持续45天,与其以往的做法形成了鲜明对比。Netflix的商业模式依靠即时提供专属内容,但其最近的困境和糟糕的财务状况,可能正在迫使该公司重新评估这种模式的可行性。

自发布上一季度糟糕的业绩以来,Netflix还表示可能在其服务中植入广告,并将推出不同类型和不同支付层级的订阅模式。据媒体披露,这家公司还计划推出一个新内容品牌,主打无脚本的直播节目和其特色节目单口喜剧脱口秀。

如果Netflix植入广告和推出直播服务,它就将逐渐变得与已经被其颠覆的传统电视模式类似。而聚合Netflix与其他流媒体服务的新捆绑服务选择,似乎正在让该公司快速变成新一代的传统有线电视。

Netflix是最早上市的大型流媒体服务平台。自2007年上市以来,这家公司一直都被认为将彻底颠覆影视行业,改变观影体验。而Netflix允许其影片在剧院上映更长时间,将逆转这个趋势,但这也可能是明智之举,因为分析师认为经过新冠疫情导致的长期萧条之后,未来几年,电影院将会迎来发展良机。

米西尼科斯说:“2019年,新冠疫情爆发之前的全球电影票房为423亿美元,我们预计未来12至18个月,全球票房将恢复到这个水平。”

今年将有多部令人期待的大片上映,包括经典影片《壮志凌云》(Top Gun)的续集、打破票房纪录的《阿凡达》(Avatar)的续集等,以至于一些传统好莱坞高管号称大银幕“即将回归”。

Netflix等流媒体平台延长电影在影院的上映时间,还能够吸引更多导演或表演人才。马丁·斯科塞斯、阿方索·卡隆和科恩兄弟等导演都曾经同意为Netflix执导电影,但条件是电影需要在影院首映。

德加拉贝迪安称:“事实上,这或许是Netflix等公司的影院策略最重要的一部分,因为在影院上映的机会是吸引台前幕后的人才同意参与影视制作最好的条件。”

他补充道:“毋庸置疑,大银幕是无可替代的。”(财富中文网)

译者:刘进龙

审校:汪皓

Netflix is going through some tough times right now.

The company’s shares dropped by as much as 37% in April after the company released poor first quarter earnings, fueled by a subscriber loss to the tune of 200,000.

The subscriber and revenue loss has pushed Netflix to force through layoffs, cutting 150 jobs just last week. And by Netflix’s own account, the pain is far from over, as the company forecast to lose an additional 2 million subscribers next quarter.

Things are getting desperate for Netflix, and, after years of disrupting the traditional movie and television industry, it might be turning into the very thing it once came so close to destroying by reportedly considering major movie premieres, and adding commercials to their streaming business model.

Netflix is considering letting the movies it produces run in theaters for up to 45 days before moving them to at-home streaming, Bloomberg reports. The company will reportedly try out a theater release with two high-profile films this year, including Knives Out 2, the sequel to the 2019 film that brought in over $300 million at the box office, and a new unnamed film by director Alejandro González Iñárritu.

Analysts say that prolonging the amount of time Netflix movies are shown in theaters makes sense for the company, as it resolves one of the streaming service’s biggest issues: visibility for its blockbusters.

“The theatrical release is essentially the premier marketing campaign for all revenue streams, as far as movies are concerned,” Dimitrios Mitsinikos, founder and CEO of film industry analytics firm Gower Street, told Fortune. “In the era of streaming, the cinemas have the potential to help all content owners, including streaming platforms like Netflix, highlight their best content and essentially market their platforms to their core audience.”

For Netflix, theatrical releases may be a necessary medium for Netflix to get its big blockbuster movies known to a wider audience.

“There is no better buzz-building platform than a movie theater release,” Paul Dergarabedian, an industry analyst with Comscore, told Fortune. “Within the unlimited bandwidth of the streaming ecosystem, even big budget star-driven movies can get lost in that massive sea of content.”

Netflix did not immediately respond to Fortune’s request for comment.

Netflix is no stranger to theatrical releases for its high-profile films, but has so far limited these to no longer than a few weeks. A release that lasts 45 days would be a significant departure from how they have operated in the past. The company’s business model relied on delivering exclusive content instantly, but the streaming giant’s recent troubles and unnerving financials might be forcing the company to reevaluate.

Since the release of last quarter’s poor results, Netflix has also toyed with the possibility of implementing ads in its services, as well as creating different types and payment tiers of subscription models. The company is reportedly also planning on launching a new brand of content focused on unscripted livestream shows and stand-up specials, a novelty for the service.

Should Netflix implement ads and livestreaming services, the platform would begin to look very similar to the old TV model it so effectively disrupted. And with new bundle options aggregating Netflix with other streaming services, the platform appears to be quickly morphing into a new iteration of old cable TV.

Netflix was the first major streaming service to hit the market in 2007, and for a long time threatened to completely disrupt the traditional film industry and movie-going experience. Allowing its movies to live longer in theaters would be a reversal of the trend, but it might be a wise move, as analysts see movie theaters being in for a strong next few years after a prolonged pandemic-induced lull.

“The 2019 pre-pandemic global box office was $42.3 billion and we expect to bounce back to these levels in 12-18 months from now,” Mitsinikos said.

Excitement for major cinematic blockbusters this year—including sequels to the cult classic Top Gun and box office record-beater Avatar—is high, leading some old-school Hollywood executives to declare that “movies are back” for the silver screen.

Letting movies live longer in theaters could also help attract a wider pool of directorial or acting talent for streaming services like Netflix. In the past, directors like Martin Scorsese, Alfonso Cuarón, and the Coen brothers have agreed to direct movies for Netflix on the condition that the company play their movies in theaters beforehand.

“This may be in fact the most important part of a theatrical strategy for a company like Netflix for whom the opportunity for a theatrical release could be the perfect motivator for major talent (both in front of and behind the camera) to agree to be a part of such a production,” Dergarabedian said.

“There is no substitute for that big screen, and everyone recognizes that,” he added.

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