In a move that's set to ruffle the well-coiffed feathers of Hollywood even more, Netflix has announced a deal to start showing its exclusive films in cinemas on the same day as their online streaming service.
So far the deal is to release 10 original films through iPic cinemas, a high-end chain that operates in New York and Los Angeles, the first two being Mascots and the Siege of Jadotville starring Jamie Dornan.
Netflix has previously tried the theatrical release route, with Idris Elba-starring Beasts of No Nation shown in cinemas last year, a film that was critically-acclaimed yet only took £72,000 in ticket sales.
Speaking about the deal, Netflix Chief Content Officer Ted Sarandos said that consumer choice "is a pillar of our philosophy and the unparalleled level of comfort and hospitality offered at iPic made this a natural partnership."
However NATO (The National Association of Theater Owners) chief John Fithian echoed retorted, saying: "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 film makers, distributors and exhibitors."
While it's unknown whether Netflix plans on expanding this new practice, it looks like they have their eyes on an Academy Award, as a film needs to be shown for at least a week in New York and Los Angeles before it is eligible for an Oscar.