Saltburn has become a surprise success in the awards season, gaining more attention through streaming than it did in cinemas. The film, directed by Emerald Fennell, stars Barry Keoghan and Jacob Elordi and is a modern thriller inspired by “Brideshead Revisited” and “The Talented Mr. Ripley.” Despite a limited release in cinemas, it was when the film became available on Amazon Prime that it gained popularity, with viewership nearly quadrupling in the month following its release. Social media also played a significant role in its success, with Saltburn-themed videos going viral on TikTok and fan recreations of scenes from the film becoming popular. The film’s unconventional path to awards season reflects changing viewing habits and the film industry’s shift towards streaming.
One reason for Saltburn’s success on streaming platforms is the cost and convenience of watching from home. Many viewers, like Casey Kelleher from London, found it more affordable to watch the film through their Amazon subscription rather than going to the cinema. Others, like Laura Cruise from Bedford, were unable to watch the film in cinemas due to limited showings and chose to stream it instead. Amazon, who co-produced the film with MGM, strategically released it exclusively on Amazon Prime to boost subscriptions. Saltburn’s success also reflects the changing release strategies in the film industry, with more films opting for shorter theatrical releases followed by a high-profile arrival on streaming platforms.
The shift towards streaming platforms and the impact of the pandemic on the film industry have led to uncertainty about the future of awards season contenders. Streaming giants like Netflix have focused on profitability rather than chasing sign-ups, leading to changes in release strategies. This has affected cinema box office returns, with audiences preferring to watch big-budget films in theatres rather than smaller art-house movies. The rise of user-generated social media has also influenced the success of films, with online chatter and viral trends shaping the cultural conversation around them. However, the online buzz generated by streaming platforms does not guarantee artistic or commercial success, and the industry is still grappling with how to navigate this changing landscape.
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