Netflix is taking its entire brand to the next level with bold moves that mark its meteoric rise and disruption of the entertainment industry.
Netflix spent close to $6 billion on content in 2017 and plans to spend roughly $8 billion this year. The media giant made history in July when it ended HBO’s 17-year streak of Emmy Award nomination dominance, scoring 112 nominations for original programming, edging out HBO’s 108 nominations.
Among the Netflix properties recognized, The Crown received 13 nominations, while Stranger Things and Godless each received 12.
The platform has made a fast ascent to the top of the TV honors, since its first original series, House of Cards, premiered just five years ago.
Solidifying its film cred and Oscar aspirations, Netflix premiered six movies at this year’s Venice Film Festival:
Roma, from director Alfonso Cuarón (Gravity, Children of Men, Harry Potter and the Prisoner of Azkaban)
ROMA is a joy for the eyes. Harkens back to the nostalgia and social critique of Y TU MAMÁ: an elite watching a country crumble, & crumbling with it. Had to fight the tears for a good twenty minutes. Hands down – I know, it’s only day 2 – among #Venezia75’s greatest gems. pic.twitter.com/bsOiVgfrL3
— Leonardo Goi (@LeonardoGoi) August 30, 2018
The Ballad of Buster Scruggs, from Joel and Ethan Coen (Hail, Caesar!, Inside Llewyn Davis, True Grit, No Country for Old Men)
On My Skin, from Alessio Cremonini (Border)
They’ll Love Me When I’m Dead, from Morgan Neville (Won’t You Be My Neighbor?, 0 Feet From Stardom)
22 July, from Paul Greengrass (Jason Bourne, Captain Phillips, The Bourne Ultimatum, United 93, The Bourne Supremacy)
The Other Side of the Wind, from Orson Welles (Citizen Kane), which was shown for the first time in North America at the Telluride Film Festival. It drops on Netflix and in a handful of theaters on November 2. Welles left the film unfinished upon his death in 1985 and after herculean efforts by producers Frank Marshall, secured funding and Netflix stepped up.
The Other Side of the Wind: Orson Welles' final film. 40 years in the making. Now we only have to wait till November 2 to see it. pic.twitter.com/u2NtltXfLS
— Netflix Film (@NetflixFilm) August 29, 2018
Other blockbusters will be coming to Netflix later this year including Avengers: Infinity War; Netflix original film Dhaka, with production set in India; and Black Panthers.
Let’s all take a moment to appreciate the women in the film. pic.twitter.com/t4lZfMoiv7
— Strong Black Lead (@strongblacklead) September 4, 2018
Also on the slate, is Ellen DeGeneres’ new comedy special, Relatable.
— Netflix Is A Joke (@NetflixIsAJoke) September 4, 2018
Netflix is in 190 countries with market penetration in the US at around 65%. The brand added 4.47 million subscribers internationally and 674,000 in the US this year, a clear sign that the brand is turning international and will focus on original content from different nations and cultures.
The company is aggressively hiring in Singapore, Japan, Korea and India and readying its business for Asian expansion. Fans there are binging on Japan’s Terrace House and Sacred Games, the company’s first original from India.