The newest addition to the Knives Out franchise is getting the short end of the stick. Netflix has significantly decreased the theatrical window of Rian Johnson’s Wake Up Dead Man, and the streaming giant is not expected to publish box-office numbers from the film.
This is just yet another example of Netflix’s prioritization of short exhibition runs and streaming-first mindsets when it comes to new films.
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Wake Up Dead Man: Limited Release
In a surprising twist, Netflix has decided to scale back the planned theatrical rollout for the third installment in the Knives Out franchise, Wake Up Dead Man. Instead, the film will receive far less cinema engagement than the previous film, and box-office totals will not be publicly reported.
This move reflects Netflix’s streaming-first ideology for high-profile franchises. This results in Wake Up Dead Man having fewer than the 600-700 theater Thanksgiving previews that Glass Onion received in 2022.
When asked about the platform’s decision, Netflix did not offer an immediate comment about the changes.
The Knives Out Franchise
This is a surprise decision, especially with the fanfare that the first two films garnered. The first Knives Out film opened on Thanksgiving weekend in 2019, earning around $312 million worldwide on an estimated $40 million budget. The success helped back Netflix for creating a multi-picture deal for sequels, but since then has changed its view on theatrical versus streaming releases.
The second film, Glass Onion, opened on Thanksgiving weekend in 2022 with a one-week “sneak preview” of the film in around 600-700 venues. The five-day earnings were estimated to be around $13 million. Unlike the first film, Netflix declined to release official grosses for the run.
These past decisions have continued to influence Wake Up Dead Man, with many believing the film would have a positive theatrical run; however, Netflix seems to be doubling down on limited engagement through theaters.
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Response to the Limited Run
The decision to cut back on Wake Up Dead Man will not only disappoint viewers who want to see the film on the big screen. It will also likely disappoint the film’s creative team, who have worked hard to build this third installment.
Director Rian Johnson publicly pushed for a robust theatrical presence, while cast members like Daniel Craig have previously mentioned enthusiasm for cinema audiences.
However, Netflix’s strategy in using new movies to prioritize subscribers and control publicity cycles often wins in the end.
TIFF Presentation
Fortunately, there is a time for Wake Up Dead Man to shine on the big screen. The film will be a part of the Toronto International Film Festival (TIFF) in the Gala and Special Presentation titles section.
Festival programmers and studios use this opportunity to generate press and awards-season momentum ahead of film debuts. This means that critics and industry attendees will get the official first look at the movie before its limited theatrical runs or its release on Netflix.
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Impact on Netflix Numbers
Netflix not releasing its revenue numbers will also impact the film in another way, centering around exhibitors and box-office trackers. It will become harder to see how well Netflix’s films perform in cinemas and how the platform’s streaming strategy is working, or not.
A limited theatrical run combined with non-standard distributor/exhibitor terms will cap a film’s success, even when the audience interest in the film is high.
In conclusion, even though the anticipation is high for Wake Up Dead Man, the commercial impact of the film will be predominantly influenced by Netflix’s decisions to prioritize subscriber value and streaming-first release models above all else.
Viewers will have to wait and see whether this decision affects audiences for future installments in the franchise or other Netflix Original films.