Netflix partners with the iPic Entertainment chain to release chosen original Netflix films on the streaming service and at iPic Theaters across the country.
The partnership marks a horizontal expansion by Netflix into a space traditionally occupied by its Hollywood rivals, the Business Insider reports.
Furthermore, the deal between the two is set to launch Friday with Netflix's war thriller The Siege of Jadotville, airing at iPic theaters in Los Angeles the same day it's available on the streaming service.
The next in line is Christopher Guest's comedy Mascots and will be in theaters and on Netflix October 13.
"Consumer choice is a pillar of our philosophy and the unparalleled level of comfort and hospitality offered at iPic made this a natural partnership," Ted Sarandos, Netflix chief content officer said in a statement.
Hamid Hashemi, president and CEO of iPic Entertainment, described the deal "a significant game changer for consumers and fans, paving way for a new frontier in shared experience viewing of Netflix entertainment."
According to USA Today, the luxury movie chain operates 15 theaters with 113 screens nationwide, including in New York, Miami Beach, Houston and Scottsdale, Ariz. The Amenities include chaise lounge seating, cocktails and a "dinner in the dark" menu.
The country's major theater owners have expressed their opinions about the said simultaneous releases.
"Movie theaters are worried. Netflix is already their biggest competitor right now," says Jeff Bock, analyst for Exhibitor Relations. "This represents a direct hit to their business that shakes them to the core."
John Fithian, president and CEO of the National Association of Theater Owners, criticized the practice.
"Simultaneous release, in practice, has reduced both theatrical and home revenues when it has been tried," Fithian said in a statement. "The theatrical window is a longstanding industry practice that has benefited studios, theaters and moviegoers. We all should tread lightly and be mindful that over the years, the film industry's success is a direct result of a highly successful collaboration between filmmakers, distributors and exhibitors."
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