Dimanche 24 février à Los Angeles, l’Oscar du meilleur film a été décerné à Green Book, de Peter Farrelly, plutôt qu’à Roma, le film évènement produit par Netflix. Cette décision, appartenant aux professionnels de l’Academy of Motion Picture Arts and Science, montre le choix d’une version rassurante du cinéma, dans laquelle les films sont produits par des studios et non des plateformes comme Netflix ou Amazon. Mais combien de temps les studios traditionnels tiendront-ils face à l’expansion de ces nouveaux acteurs digitaux surpuissants ?
Grand succès, grandes ambitions
Plus de 21 ans après sa création aux Etats-Unis par Reed Hastings, la plateforme de streaming Netflix revendique près de 140 millions d’abonnés, dont 5 millions en France. Historiquement, Netflix était un service de location de DVD par correspondance. L’entreprise a parfaitement su prendre le tournant du digital, en lançant en 2007 un abonnement le visionnage de film en flux continu sur internet, plus communément nommé streaming. Dès lors, la plateforme a connu un succès exponentiel outre-Atlantique avant de s’exporter dans le monde entier pour atteindre son niveau actuel. On compte aujourd’hui près de 100 000 films et séries sur la plateforme.
Culturellement, l’impact est également fort et a bouleversé la façon dont on consomme les médias. Contrairement aux programmes linéaires proposés par les chaînes de télévision, l’abonné peut regarder la série ou le film qu’il veut quand il le désire. Un puissant système de recommandation lui permet par ailleurs de bénéficier d’une offre personnalisée.
Autre arme de Netflix : sa volonté de produire elle-même ses contenus. Rappelons que les séries à succès « House of Cards », « Narcos » ou encore « Stranger Things » ont entièrement été produites par la plateforme.
Une conquête difficile
Dans la même dynamique, la plateforme a lancé sa grande offensive pour concurrencer les studios, réformer le modèle de diffusion des films et conquérir le cinéma.
Cette démarche a commencé en 2015, avec la réalisation d’un premier long-métrage produit maison. Depuis, le groupe a continué à investir massivement dans les productions en achetant les droits de diffusion de films et en finançant des projets. Fin 2018, Netflix a racheté un complexe de studio de production et a annoncé des investissements à hauteur d’1 milliard de dollars sur les dix prochaines années.
Dans ce choc entre l’ancien et le nouveau monde du cinéma, les conflits entre Netflix et la profession étaient inévitables. De fait, la plateforme a toujours refusé de laisser une période d’exclusivité aux salles de cinéma avant de mettre ses films en ligne, de quoi marquer une vraie rupture avec les habitudes du secteur. Il faut savoir qu’aux Etats-Unis, le délai entre la sortie en salle et la diffusion sur plateforme est normalement de 90 jours. Hors, Netflix ne respecte pas ce délai, diffusant simultanément dans les salles de cinéma et sur sa plateforme, de quoi agacer fortement les professionnels du cinéma.
Cet affront s’est d’ailleurs étendu jusqu’en France : le Festival de Cannes avait présenté plusieurs films Netflix en 2017, mais le conseil d’administration du Festival a décidé de bannir les productions Netflix, qui a alors simplement décidé de faire l’impasse sur la Croisette.
Changement de stratégie
Amazon, rival de Netflix dans la vidéo sur internet, a choisi de respecter le délai entre la sortie en salle et la diffusion sur sa plateforme, Amazon Prime Video. Le groupe de Jeff Bezos a ainsi été récompensé en 2017 pour « Manchester By The Sea » qui a remporté l’Oscar du meilleur scénario et du meilleur acteur pour Casey Affleck.
Netflix, de son côté, a certes obtenu des trophées pour certain de ses documentaires mais rien jusqu’à présent dans les catégories reines. Il a donc fallu adapter la stratégie pour s’attirer les faveurs du monde du cinéma. C’est ainsi que fin 2018, Netflix annonçait un changement radical dans sa stratégie de diffusion avec la projection de trois de ses films en avant-première au cinéma avant de les proposer à ses abonnés. Une nouvelle orientation visant notamment à entrer dans le giron de l’académie des Oscars. C’est ainsi que le film Roma est entré en lice pour la compétition, ayant été projeté dans plus de 600 salles, reparties dans une quarantaine de pays, dont une centaine rien qu’aux Etats-Unis. Le groupe s’est par ailleurs payé les services de LT-LA, un cabinet de conseil spécialisé dans le lobbying des membres de l’Académie.
D’un point de vue stratégique, obtenir des récompenses dans le monde du cinéma est important pour les pure players, notamment pour attirer des réalisateurs ou acteurs prestigieux, qui ne souhaitent participer à des films que s’ils sont susceptibles d’être récompensés. Les retombées marketing sont également importantes pour les films nommés, offrant une visibilité internationale. C’est principalement pour ces raisons que Netflix cherche depuis peu à radoucir ses relations avec Hollywood et l’industrie cinématographique.
Si la course aux Oscars a poussé Netflix à faire une première concession au monde du cinéma, celle-ci n’a pas suffit pour récompenser « Roma » et obtenir un premier Oscar cette année. Cependant, une première statuette pourrait bien attendre le prochain « coup de maître » de Netflix, « The Irishman », le nouveau Martin Scorsese, dont la sortie est prévue en 2019. Un film qui s’annonce incontournable et qui pourrait bien forcer le monde du cinéma à s’entendre avec Netflix.
Pour 2019, près de 700 productions sont annoncées, dont 80 films avec une enveloppe astronomique de 8 milliards de dollars. Netflix a tout intérêt à mettre les bouchées double, alors qu’on apprenait récemment la création d’une plateforme de streaming par Warner Bros ainsi que par Disney, qui s’est renforcé avec le rachat du studio 20th Century Fox.
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