Netflix is releasing a selection of its original films in cinemas on the same day they're available to watch on Netflix.
The 10 films include 'The Siege of Jadotville', a battle thriller which hits cinemas today. 'Mascots', from comedy legend Christopher Guest, will premiere on Thursday. Will Smith vehicle 'Bright' will follow, along with 'War Machine' starring Brad Pitt.
The films will be screened in luxury cinemas owned by iPic Entertainment in the US. The participating theatres are in LA and New York, but the deal includes the option to bring them to 13 other cinemas across the country.
iPic's cinemas are very much at the high end, with lobster rolls being a typical menu item. The chain also provides blankets for cinemagoers to help them stay warm.
Tickets cost around $30 (£24).
Other Netflix films – like 'Beasts of No Nation' – have previously had a limited cinema release. It's thought that Netflix signed the iPic deal so its films qualify for Oscar contention (in order to qualify, films must have been shown in cinemas).
Source: The Wall Street Journal