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- Derek Weston via Variety
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- Culture·2 min to read
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Regal and Cinemark decline Netflix's Cliff Booth on Imax screens
ReRegal and Cinemark decline Netflix's Cliff Booth on Imax screens
Major U.S. theater chains Regal and Cinemark will not show Netflix's "The Further Mis-Adventures of Cliff Booth" on their Imax screens, a setback for the streamer's push into theatrical releases.
Major American theater chains Regal and Cinemark are declining to show Netflix's "The Further Mis-Adventures of Cliff Booth" on their Imax screens, a setback for the streaming service's effort to put more of its films in front of big-screen audiences. According to sources, Cinemark turned down the booking, and Regal has also declined to play the film in its Imax auditoriums.
The movie, a follow-up to Quentin Tarantino's "Once Upon a Time in Hollywood" and starring Brad Pitt, is getting a two-week exclusive run in Imax theaters. Regal and Cinemark are the No. 2 and No. 3 exhibitors in the United States, so their refusal removes two of the largest chains from the rollout. The film is scheduled to open on Wednesday, Nov. 25.
The decision comes as Netflix continues to test how far its original films can go in theaters before moving to the streaming platform. Exclusive Imax runs are a way for studios to build buzz and marquee value for premium releases, and the lack of participation from two major chains limits the reach of that window for "Cliff Booth." Netflix's broader theatrical strategy has faced similar friction with exhibitors over release terms and screen access.
For theater operators, the question is whether a streamer's title with a limited window justifies giving up premium screens that could otherwise go to studio films. For Netflix, the outcome will show whether a big-name director and star can carry a streaming original into the premium theatrical market without the full cooperation of the country's largest exhibitors.
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