A successful cinema release for the new Peaky Blinders movie provided marketing opportunities that could lead to a reverse in the stream-first model

In its first three days on Netflix, Peaky Blinders: The Immortal Man movie racked up more than 25m views – miles ahead of the competition that week. No matter that it had also had a cinema run in the UK, after a grand red carpet premiere at Birmingham’s Symphony Hall on 2 March.

Banijay Entertainment, one of the production companies behind the film, has also launched the official Peaky Blinders shop , an online store selling branded merchandise. Such hoopla highlights how streaming platforms, led by Netflix, are increasingly reversing the traditional content pipeline from the cinema to streaming.