Netflix has seen success in the video-on-demand industry.
While its popularity is tied closely to the many users and the many digital contents it can show, the media-services provider and production company wants to expand its presence to the real world. And one of the ways to do it, is by reviving the New York's iconic Paris Theatre.
The Paris is known as one of the oldest art houses in the United States, and also the last single-screen theater in New York.
It was closed earlier this 2019, before it was reopened earlier this November to show Marriage Story, from filmmaker Noah Baumbach.
And here, Netflix which provides streaming entertainment services to its over 158 million paid subscribers, announced a lease agreement to keep the theater open and "save the beloved institution" which it praised as "a symbol of prestige cinema."
After closing earlier this year, The Paris — New York’s last single-screen theater — reopened for a limited run of MARRIAGE STORY. Now, the iconic theater will be kept open and become a home for special Netflix events, screenings, and theatrical releases. pic.twitter.com/fr82Oq2j8I
— Netflix Film (@NetflixFilm) November 25, 2019
According to Ted Sarandos, Netflix’s Chief Content Officer, as quoted by the announcement on Netflix's press media release:
"We are incredibly proud to preserve this historic New York institution so it can continue to be a cinematic home for film lovers."
The Paris Theatre was opened by Pathé Cinema on September 13, 1948, commemorated by actress Marlene Dietrich who cut the ribbon.
Originally ran French films exclusively, the first of which was La Symphonie Pastorale, a film based on a French novella written by André Gidewhich, which ran for eight months.
The theater was then credited with introducing renowned foreign language films to the American audience.
This including Franco Zeffirelli’s Romeo and Juliet, which ran for almost an entire year from 1968-1969; Claude Lelouch’s A Man And A Woman; and Marcello Mastroianni’s comedy Divorce Italian Style, which played for more than a year.
In all, the Paris was a symbol of prestige cinema, known for showcasing specialized films.
Then in January 2016, by the announcement of the closing of the Ziegfeld, the Paris became Manhattan's sole-surviving single-screen cinema. Since the theater changed owners and, at the time its lease expired in 2019, rumors started to spread.
Then it was in August 2019, that a notice of closure was posted, after a successful run of Ron Howard’s Pavarotti.
When Netflix reopened the theater to show Marriage Story, the company said that the doors would remain open, meaning that the iconic building would continue conducting business indefinitely.
While Netflix owns much of the video-on-demand business, the most notable thing it lacked when compared to the more traditional Hollywood, is the ability to showcase the glamour and ceremony.
For example. premieres of Hollywood films are events that can be packed with celebrities and high-profile figures. But premieres on Netflix are far from the glamour and the spotlights.
By having its own theater, Netflix is having a way to bridge the gap between entertainment using internet technology and old-school Hollywood.
Netflix plans to use this theater for special events, screenings, and theatrical releases of its films.
In other words, Netflix is again disrupting the tradition of theatrical film releases by entering the theater business.