The advent of festival season, with its raves and rebukes, usually prompts a cautious optimism in the indie world; there’s action out there, perhaps even at the box office. This would be welcome th…
in 1974 bestowed Golden Lion awards on Charlie Chaplin and John Ford as a morbid display of pity for their fallen comrades in Hollywood.
Hollywood managed to pull a levitation act by the ’70s, finding a new audience for its re-imagined product. But now comes the Newest Reality: How widely will Netflix features play in theaters and on what terms? How many windows will Netflix be shattering and how many awards will it appropriate? The Motion Picture Academy, of course, has rumbled about awards criteria, but it can’t even figure a strategy for opening its new museum, no less taking on the streaming aggressors.
As analyst Jeff Greenfield puts it, “Netflix is in the subscriber happiness business.” Netflix stock sustained a 12% decline a month ago in response to a modest dip in domestic subscribers. Netflix quickly pointed out that its market share topped 87% in the U.S. and that it was expanding its overseas growth, even in kid shows.
While reeling from the Netflix product surge, Hollywood is also bewildered by Netflix’s marketing and awards strategy. “We put our product out there but we don’t try to trick anyone into seeing it,” as one Netflix strategist puts it. Translation: While the studios won’t greenlight a project unless its “sell” is clearly articulated, Netflix projects may sail forth without a “one-liner” or hot trailer.
Moreover, filmmakers at Netflix usually have no idea which executive, or executive committee, will endorse their print or social media campaigns. To all appearances, Lisa Taback, a marketing maven who oversees awards strategy, also sets the table on which films are slated for Oscar and Golden Globes pushes.
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