Patron of the Cinémathèque, showcase of the New Wave, savior of French films in need of theaters ... France, the country of cinephilia, is more than ever one of those where the American giant Netflix is making its eyes soft on the seventh art.
First known for its series, the streaming platform now prides itself on
"transmitting cinephilia"
, in particular to its young subscribers, successively putting online films by Jean-Luc Godard, Claude Chabrol, François Truffaut or even Claude Sautet.
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A year ago, the platform, available since 2014 in France, opened offices in Paris.
The goal?
Strengthen ties with French cinema.
Because, with his image of content tap, the king of streaming is still, for many, a scarecrow figure.
Since then the environment has changed.
Several competitors have started and
"Netflix is no longer trying to appear as an enemy of cinema, but a loyal and faithful partner, a benevolent big brother"
, analyzes the economist of cinema Laurent Créton.
Salvation board
At the start of 2021, Netflix thus became a patron of the French Cinémathèque, helping it in particular to complete the restoration of
Abel Gance's
Napoleon
.
"In terms of communication, it's very powerful, it's a message to the cinema:" we share the same culture, we are on the same side. Be less reluctant, especially as we are going to provide money to finance your films ""
, decrypts from AFP Laurent Créton.
Because at the same time, 2021 sees the entry into force of the obligation for platforms to contribute to the financing of French production, in the same way as television channels.
The financial stake is enormous for French cinema, brought to its knees by the pandemic.
And for the platforms, which in return hope to be able to broadcast the films sooner after their theatrical release.
As for the group, we explain seeing
"the country of cinema, which has its particular grammar"
as a breeding ground for
"talents"
.
To whom he promises unparalleled distribution throughout the world.
The streaming giant will look for them as well at Fémis, the prestigious film school that trains directors and screenwriters, as in working-class neighborhoods, where he works with the classes of the Kourtrajmé collective.
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White Knight, Netflix was able to offer, in the midst of a pandemic, a lifeline to private cinema films, such as
Bronx
by Olivier Marchal or
DNA
by Maïwenn, the latter having largely suffered from the closure of cinemas, at the time of the second confinement.
On the competition side, Amazon Prime broadcasts Agnès Varda films, and Disney + has announced its first French production projects, including a family comedy.
Local content
The platform also plans several large French productions among its future film releases, including
Bigbug
, a
“satirical and futuristic comedy”
by Jean-Pierre Jeunet, and the next Dany Boon,
8 rue de l'Humanité
, on confinement in a building.
The group has
"a real desire to produce quality local content, and needs local talent,"
said academic Joëlle Farchy, who heads a specialized chair at the Sorbonne, of which Netflix is one of the partners.
Side series, the bet begins to be won, in particular since the world box of
Lupine
, with Omar Sy.
Today, few cinema actors still criticize Netflix out loud, as does Arnaud Vialle, operator of the Rex in Sarlat (Dordogne), for whom the giant
"buys an image and a credibility with the public authorities"
, to the detriment of the rooms.
Especially since the debate continues to resonate beyond France.
Evidenced by the statements of Martin Scorsese, on whom Netflix had bet $ 160 million to produce
The Irishman
.
In an essay on Fellini published in Harper's Magazine, the director deplores a world where cinema "is reduced to its lowest common denominator," content "", to the detriment of art.
And to drive home the point, arguing that the platforms
'
algorithms
"are based on calculations that treat the viewer as a consumer, and nothing else
.
"