Netflix has been criticized in recent years for its theatrical strategies, but new details from one of its big 2025 releases suggest that it may have learned an important lesson. Following the box office success of KPop Demon Hunters in its sing-along release, there has been some discussion over what the popular streamer might do next.

In the past weeks, Netflix’s obstinacy in releasing movies in theaters has hurt the brand. Stranger Things creators, the Duffer Brothers, recently signed a new deal with Paramount Pictures, leaving behind the streamer that bolstered their careers due to disagreements about theatrical releases for future films.

It has become clear that theatrical releases tend to be more profitable and help to make the ᴀssociated products more culturally significant. More than this, data has suggested that movies perform better on streaming after having a theatrical release. Still, despite Narnia‘s planned IMAX release, it seemed that Netflix had few plans for more. Fortunately, that has changed.

Wake Up ᴅᴇᴀᴅ Man Opens In Theaters On November 26 Before Hitting Netflix On December 12

Wake Up ᴅᴇᴀᴅ Man: A Knives Out Mystery just revealed plans for its release, and they suggest that Netflix might finally be listening to the data. The new star-studded film, directed by Rian Johnson, is the third story featuring Daniel Craig’s Benoit Blanc, and will play in theaters beginning November 26 before releasing on the streaming service on December 12.

At first glance, this appears to be the same strategy that Netflix employed with the last entry in the series. Glᴀss Onion: A Knives Out Mystery had a strange theatrical release that saw the film debut in theatres on November 23, 2022, before streaming on Netflix on December 23, 2022. However, there is one significant difference here.

While the time period is shorter, the theatrical release for Wake Up ᴅᴇᴀᴅ Man will run longer than for the previous film. Glᴀss Onion played on a limited 696 screens, and it only booked a limited engagement of one week. Despite making $15 million in this limited release, the film’s run was sharply cut after seven days.

According to Variety, Wake Up ᴅᴇᴀᴅ Man‘s release will also be a limited one, but it will run for a total of two weeks in theatres, doubling the theatrical run of Glᴀss Onion. Considering how Netflix has been positioned toward theatrical releases, this expansion is a surprising and hopeful move.

Glᴀss Onion could have made a lot more money in theatres if it had been given a larger and longer release, and this move seems to acknowledge that. By keeping the window between theatrical and streaming so short, the streamer is sacrificing nothing while allowing the film to garner additional funds before its standard streaming release.

This is a great move, and it could hopefully signal a future for Netflix to continue experimenting with its theatrical releases. However, there are also some concerning details here that suggest that, despite this new strategy, little has actually changed with the streaming giant and its stance on theatrical exhibition.

Two Weeks In Theaters Is Better Than One, But Netflix Should Have Gone Even Bigger

The first Knives Out was a big hit in theatres, and comparing its revenue to the second installment marks a staggering difference. Knives Out made $312 million in 2019, then went on to be an enormous streaming hit after the fact.

Glᴀss Onion made a significant splash on streaming, but it gave up hundreds of millions in potential earnings by restricting its release. While the film became one of Netflix’s biggest original movies on the streamer, that still would have occurred with a more robust theatrical run.

Wake Up ᴅᴇᴀᴅ Man will likely play in just as many theatres as Glᴀss Onion, making this feel like little more than a pittance after disagreements with Rian Johnson and Daniel Craig concerning Netflix’s strategy were made public. The streamer does not wish to move to further theatrical models, but succumbing to some pressure will help to placate creatives.

Notably here, the theatrical release of ᴅᴇᴀᴅ Man might be longer than Glᴀss Onion, but the window is actually shorter. This could even discourage audiences from leaving their homes to see the film. Netflix will reap whatever benefits come their way from this already established period, and can use any reduced revenues as an excuse against further theatrical exploration.

It is difficult to say for certain whether or not Netflix is becoming more flexible with its theatrical strategies. However, this move could be a small exception with hopes of luring Rian Johnson back to the streamer.

The deal for two Knives Out sequels on the streamer ends with Wake Up ᴅᴇᴀᴅ Man, and it is important that Netflix reflect on its deteriorating relationships. After losing the Duffer Brothers, it must ensure that enough other creative partnerships are maintained for the viability of the service.

Theatrical may be the past to an extent, but it is also the most profitable model for most of the studios making films. Netflix’s value seems to be more abstracted, which has allowed it to remain fixated on moving away from it, but hopefully Wake Up ᴅᴇᴀᴅ Man: A Knives Out Mystery will not be the last of its kind.