New Delhi – Netflix India’s Vice President of Content, Monika Shergill, has revealed insights into the platform’s Netflix theatrical release strategy ahead of the Next on Netflix 2026 slate announcement. The streaming giant’s approach to content creation and distribution reflects a nuanced understanding of storytelling requirements and audience consumption patterns. Shergill’s comments illuminate how the platform determines whether projects deserve theatrical releases or streaming exclusivity based on narrative merit rather than commercial considerations alone.
The Netflix theatrical release strategy represents a significant evolution from the platform’s initial approach when it launched in India a decade ago. Early Netflix original programming prominently featured major Bollywood stars like Saif Ali Khan in Sacred Games and Emraan Hashmi in Bard of Blood. However, recent years have witnessed a marked shift toward smaller, slice-of-life productions that prioritize storytelling over star power, including shows like Maamla Legal Hai and Dhindhora.
Story-First Casting Philosophy
Monika Shergill emphasized that the Netflix theatrical release strategy begins with prioritizing narrative quality over celebrity attachment. “For us, the story has always mattered,” Shergill explained, discussing the platform’s project greenlighting process. The casting decisions follow story requirements rather than preceding them, representing a fundamental departure from traditional Bollywood production methods where stars often drive project development.
The Netflix theatrical release strategy recognizes that streaming platforms demand different content approaches than other entertainment mediums. Shergill noted that streaming audiences appreciate exceptional writing because they invest considerable time with the content they consume. “Streaming is about very immersive viewing. When you have immersive viewing, how something is written makes a difference,” she stated, explaining why narrative quality remains paramount in the platform’s content selection criteria.
Balanced Approach to Star Power
While the Netflix theatrical release strategy emphasizes story-driven content, Shergill acknowledged that the 2026 slate includes numerous prominent stars including Madhuri Dixit, Saif Ali Khan, and Sunny Deol. However, the platform maintains balance by ensuring appropriate casting across productions ranging from major titles to smaller projects. “We have big stars this year, but we have so many amazing stories where the right kind of casting across from the biggest of titles to the smallest,” Shergill confirmed.
This balanced approach within the Netflix theatrical release strategy demonstrates the platform’s commitment to serving diverse audience preferences while maintaining creative integrity. The inclusion of established stars alongside emerging talent and non-celebrity-led projects creates a comprehensive content ecosystem that appeals to varied viewer demographics and consumption preferences.
Active Collaboration with Filmmakers
The Netflix theatrical release strategy involves extensive dialogue between the platform and content creators regarding optimal distribution plans. Shergill revealed that Netflix actively encourages filmmakers to pursue theatrical releases when projects merit that approach. “We have very active conversations with all the creators, and even when we get pitches that say, ‘this is a theatrical,’ you must take the theatrical journey,” she disclosed.
Also Read: Border 2 Box Office: Sunny Deol’s Film Crosses Impressive Rs. 223 Crore Mark
Conversely, the Netflix theatrical release strategy also involves convincing filmmakers that certain projects would perform better as streaming originals. Shergill explained that Netflix sometimes receives theatrical pitches and persuades creators that streaming represents the superior platform for their vision. This collaborative decision-making process ensures each project receives the distribution strategy most likely to maximize its impact and audience reach.
Case Study: Amar Singh Chamkila
The Netflix theatrical release strategy’s effectiveness is exemplified by Imtiaz Ali’s Amar Singh Chamkila, which was initially planned as a theatrical release. Shergill revealed that collaborative discussions between Netflix and the filmmaker resulted in reconsidering the distribution approach. “It was initially meant to be a theatrical film, but we all got together and felt differently. And Imtiaz bought that, thinking it would have a different journey,” she explained.
The Netflix theatrical release strategy proved successful with Chamkila, which became a cult phenomenon specifically because of its streaming release. This example demonstrates how the platform’s flexible approach to distribution can enhance a project’s cultural impact and audience reception when creators remain open to reconsidering traditional theatrical assumptions.
Philosophy of Appropriate Distribution
The Netflix theatrical release strategy ultimately centers on identifying the “right home” for creative ideas and ensuring appropriate distribution journeys for different types of content. Shergill emphasized that Netflix prioritizes doing justice to ideas, stories, and creators rather than adhering to rigid distribution formulas. “For us as Netflix, doing justice to the idea, by the story, by the creator, is important,” she stated.
This philosophical foundation of the Netflix theatrical release strategy acknowledges that different narratives require different distribution approaches to achieve maximum impact. Some stories benefit from theatrical exhibition’s communal viewing experience and cultural event status, while others thrive through streaming’s intimate, immersive consumption model that allows deeper audience engagement over extended viewing periods.
Impact on Indian Content Landscape
The Netflix theatrical release strategy reflects broader transformations within India’s entertainment industry as streaming platforms increasingly influence content creation and distribution decisions. By maintaining flexibility between theatrical and streaming releases while prioritizing narrative quality, Netflix positions itself as a creator-friendly platform that adapts distribution strategies to serve storytelling rather than forcing stories into predetermined distribution molds.
