How BAFTA-nominated Roald Dahl’s Matilda The Musical became a bit of genius in British cinema

Matilda the Musical by Roald Dahl has grossed more than $33 million in UK cinemas since its release on November 25 last year, earning two BAFTA nominations in the process. In a unique deal, Sony/TriStar retained the UK rights to the film while Netflix financed and brought the film to the rest of the world, where it reached #2 in the global top 10 on December 25th. language films. movies.

The Matthew Warchus-directed charmer then charted in the top 10 every week until the end of January, racking up more than 77 million viewing hours and still showing in UK cinemas. Meanwhile, Sony released a sing-along version this year to play alongside the regular version in select UK cinemas.

At the BAFTA this weekend Mathilde, starring Alisha Weir, Emma Thompson, Lashana Lynch, Stephen Graham and Andrea Riseborough, was nominated for Outstanding British Film and Make Up And Hair. The UK box office is outperforming all other Outstanding British Film nominees.

So how did Sony conjure up? Mathilde in the UK in a unique agreement between Working Title and the Roald Dahl Company?

First, Sony/Tristar owns the film rights Matilda by Roald Dahl (which Tristar released as a film in 1996). The West End version was released in 2011 Matilda the Musical by Roald Dahlbased on Dahl’s 1988 novel Mathildedebuted to great acclaim, won seven Olivier Awards and later moved to Broadway for which he needed five Tonys.

In 2015, Sony/Tristar bought the film rights to edit the West End show.

Nicole Brown, president of TriStar Pictures, said: “We acquired the rights to the musical and developed the script with Matthew Warchus, (composer) Tim Minchin and (writer) Dennis Kelly, working closely with our producers, Working Title and Roald Dahl Estate. . At the same time, Netflix was building and identifying with Roald Dahl Mathilde like a ready target. We all found a way to work together creatively, it was a great collaboration. We have built something that we are all very proud of.” Netflix, which will stream Matilda in the UK from this summer, co-produced the film with TriStar, Working Title and the Roald Dahl Story Co.

Respecting the rights of the UK and Ireland was, we understand, something driven by Sony Pictures Motion Picture Group Chairman and CEO Tom Rothman to create a theatrical experience in the home of the iconic building. He opened the London Film Festival to great acclaim.

“It was a very unique transaction and a win-win for everyone,” says Brown. “The creative team had all the satisfaction of the streaming experience, but they also had that traditional and very rewarding experience of theater in the UK, home of Mathilde. It felt good, like returning home Mathilde.”

It was a smart move as Matilda (played by Alisha Weir in the film) is such a popular character in the UK, but the film also required expansion beyond cinema audiences.

Ian George, managing director, UK and Ireland, Sony Pictures Entertainment, told Deadline: “We wanted to present a very broad offering to the UK public. From the very first test screenings it was clear there was something very magical about it… We were very clear that it was made for the big screen and a theatrical presentation… We saw it as an 8-80 presentation.

George continues: “It was about respecting the West End site and the public, but knowing that you had to expand it. At the end of the day, the West End draws its audience from a very small area, while we had to include the people who go to the cinema in the rest of the country as well. What’s more, “It promised joy at a time that was quite depressing.”

Warchus, the original director of the stage musical, “had a very clear vision of the aesthetic and how to build that cast… He was really groundbreaking,” says Brown.

Marketing also played a role, highlighted by a gala screening with cast and film producers hosting the release week and participation in high-profile prime-time TV and radio shows. Sony’s longest ever radio commercial with major commercial stations. Links to soundtrack and novel editions have also been created in collaboration with Sony Music and Penguin Random House.

In other partnerships, the film took over the UK’s biggest bookseller, Waterstone’s London Piccadilly, and recreated Miss Honey’s (Lashana Lynch) classroom and Miss Trunchbull’s (Emma Thompson) office.

Sony has also partnered with Twinkl, the UK’s largest children’s education company, in partnership with the Roald Dahl Story Company, producing over 40 resources to spread Matilda’s message in schools and families at home.

The Girl Guides, a self-determination group for young women, mobilized with nationwide exclusive screenings, resulting in their largest ever movie ticket sales. In further exclusive screenings, the charity Feel Better with Film – MediCinema, which builds, installs and operates state-of-the-art cinema halls in hospitals and care facilities, gave patients and their families a joint cinema night. All proceeds from Mathilde went to charity.

And of course, after the release of the “Red Beret Girl” dance track in November 2022, there was the TikTok viral sensation.

Netflix has also been involved in creating buzz ahead of its UK release, with small theatrical releases in some markets where it has rights.

Would Sony later make a similar deal in another area? “Who knows what might make economic sense in the future,” argues Brown.

And what about a sequel? Sony has all the rights in the UK and has signed a pay-1 deal (first TV window for post-cinema and post-home entertainment) with Netflix for the market. Since this was a one-picture deal, we understand that Sony and Netflix could decide together on a sequel and what such a deal would look like.

Matilda the Musical by Roald Dahl is produced by Eric Fellner and Tim Bevan for Working Title, Jon Finn and Luke Kelly of The Roald Dahl Story Company.