Noa Moussa, edited by Corentin Alloune / Photo credit: Riccardo Milani / Hans Lucas / Hans Lucas via AFP 17:57 p.m., May 19, 2023
Cinema attendance is increasing throughout the France and streaming platforms, such as Prime Video and Apple TV+, have understood this. This is why these different video services offer more and more films, first in cinemas, and then broadcast them on their platforms.The Cannes Film Festival opened on Tuesday, May 16 in an optimistic context. Cinema attendance is on the rise again after difficult years related to Covid. 19 million spectators in France in 2022, a higher figure than in 2019. An opportunity seized by streaming video services like Prime Video and Apple TV+. They preview their own films in cinemas before making them available on their platform.
Only Netflix doesn't want to play the game
This is a well-established strategy that streaming platforms are putting in place. Releasing their films first in cinemas would be more advantageous than showing them only on their website.
"On a film that represents a significant investment, it does not create enough new subscribers to repay the investment. It can be done once, twice, three times to launch a platform," Eric Marti, director general of the box office measurement institute, Comscore, told Europe 1. "But the economic equation is in deficit. If you create even more strength on this brand by releasing it in theaters, it really becomes a film recognized by the general public and it generates revenue.
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A boon for platforms, but also for cinemas that hope for new talent and new investors. "It's going to make other films, finance projects and so it can be extremely positive. We enter into a virtuous logic. There, where the logic was bad, it was when we were in the confrontation and in the exclusive, "says Eric Marti.
In 2023, only Netflix does not want to broadcast its films on the big screen, not wanting to help cinemas to bring viewers back to theaters.