Netflix Originals as a Strategy for Non-Theatrical Distribution: Case Study of the Indonesian Blockbuster Borderless Fog

DOI

10.2991/978-2-38476-603-1_6How to use a DOI?

Keywords

Netflix Originals; non-theatrical distribution; blockbuster films; Borderless Fog; Over-The-Top

Abstract

The digital era has significantly transformed blockbuster film distribution, particularly through Over-the-Top (OTT) platforms like Netflix. One of Netflix’s key strategies is the production and distribution of exclusive content known as Netflix Originals. This study explores the non-theatrical distribution strategy of Borderless Fog (2024), an Indonesian Netflix Original film that addresses cross-border human trafficking along the Indonesia–Malaysia border. Employing a qualitative case study approach, the research is based on film observation and literature analysis. The study applies theoretical frameworks of blockbuster cinema, non-theatrical distribution, and Netflix Originals. The findings reveal that Borderless Fog meets the characteristics of a blockbuster in terms of production quality, narrative complexity, and the presence of a well-known director, despite not being released theatrically. Its classification as commissioned content enabled Netflix to support regional storytelling while expanding its content variety and market reach in Southeast Asia. The collaboration benefited filmmakers through funding and global exposure, while Netflix strengthened its catalog with locally grounded, globally resonant content. This study concludes that Netflix Originals can serve as an effective strategy for non-theatrical distribution of blockbuster films, redefining success beyond box office numbers through visibility, algorithmic reach, and cultural impact.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Star J. Sunaryadi
AU  - Cinta M. Auliana
AU  - Ignasius H. Japrianta
AU  - Muhammad S. N. R. P. Arief
AU  - Petrus Damiami Sitepu
PY  - 2026
DA  - 2026/09/04
TI  - Netflix Originals as a Strategy for Non-Theatrical Distribution: Case Study of the Indonesian Blockbuster Borderless Fog
BT  - Proceedings of the International Moving Image Cultures Conference (IMOVICCON 2025)
PB  - Atlantis Press
SP  - 71
EP  - 84
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-603-1_6
DO  - 10.2991/978-2-38476-603-1_6
ID  - Sunaryadi2026
ER  -