EXCLUSIVE: Netflix doesn’t ‘do’ theatrical proper, but if it did, it’d probably have some of the biggest box office in the world. That’s the takeaway from data we’ve seen this week relating to Netflix’s Peaky Blinders movie, which launched last weekend.
Netflix famously doesn’t disclose box office numbers for its releases, but we’ve seen intel from UK distribution and exhibition sources to suggest that Peaky performed excellently at the UK box office this past weekend (Mar 6-8), placing in the top few movies despite playing in far fewer screens than its rivals.
Netflix movies don’t tend to play at the major cinema chains due to the streamer’s desire not to adhere to the 45 day theatrical window. So, in the UK at least, the studio’s movies that are afforded a theatrical run only play at a select number of independent venues.
That was the case for Peaky Blinders: The Immortal Man. We’ve seen data that indicates the film sold around 105,000 tickets across only 60 cinemas/300 screens over the weekend. This is incomplete data because it doesn’t take into account the whole UK independent market, but given the data we’re looking at includes the Showcase, Everyman and The Light chains, it is a large piece of the indie picture.
Our sources estimate Peaky would have done between £1.1-1.5M this weekend from the above sites alone, likely placing it in the top few films at the box office, and potentially as high as second. Ticket prices at these indie venues are often more than multiplexes and the film is adults only so no child discount rates.
We’re told the movie sold more tickets than films including Scream 7, which played in hundreds more cinemas for its £1.2M, Wuthering Heights in hundreds more sites for £1.1M, and easily more than The Bride. Hoppers came out on top at the box office after making £3.3M from 632 sites.
Just imagine if Netflix had given the Peaky movie a proper theatrical rollout on 700 screens and a proper theatrical marketing push (not that IP this strong seemingly needs much of a push in the UK). One veteran distribution source estimates the film could have ended up a £20-30M box office hit in the UK alone.
This is all moot because Netflix isn’t going the theatrical route and has a very profitable model of its own. But in a parallel universe, where it was still in for Warner Bros and supposedly more committed to theatrical, we might have seen more of the above.
Peaky Blinders: The Immortal Man hits the Netflix service on March 20th. Reviews have been mixed so far but clearly in the UK at least, the popular brand brought out many fans to the cinemas. Home ent viewing should also be strong. Strong enough to warrant a movie sequel? “Easily”, predicts one rep with talent on the project. We’ll have to wait and see about that.
Netflix declined to comment for this piece.
English (US) ·