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Why Netflix split this season's Stranger Things

New York (CNN Business)"Stranger Things4 — Vol .2" HitNetflixIndiana this weekend The children of Hawkins, Indiana are back at just the right time for the streaming giant.

It was a terrible 2022 for Netflix. This year's inventory is down 70%. In April, the company reported losingsubscribersfor the first time in more than 10 years. Last week, Netflix fired300 employees. Earnings reports later this month predict that an additional 2 million subscribers will be lost.
ButNetflix (NFLX): There's one great thing about Stranger Things.
The first part of the fourth season of the science fiction horror series debuted in May withrecords, Netflix's most popular English television. It became a program. Four weeks after its premiere, it was number one on Netflix's Top 10 English list. It also helped make the 1985song a big hit again.

So why did a company that revolutionized the viewing experience at a glance split its largest franchise into two parts? The answer is not strange at all.

Split upside down

The two premieres will take place in two different quarters of the company. "Stranger Things 4-Volume 1" will drop on Netflix's second quarter, May 27, and "Volume 2" will hit on July 1, when the company's third quarter begins. ..

Fans of popular shows rarely cancel their membership before watching the entire season. With new episodes spanning two different quarters on holiday weekends, the company is likely to retain subscribers and needs to do to keep Wall Street happy.

Another non-monetary reason why "Stranger Things" was split: This season's show is big.

"Stranger Things 4 is the most challenging with 9 scripts, over 800 pages, almost 2 years of shooting, thousands of visual effects shots, and almost twice as long a run time as the previous season. It's still a season, but it's also the most rewarding season, "said the Duffer brothers, the creators of the show, in a February memo. "Given an unprecedented length, and to get you it as soon as possible, Season 4 will be released in two volumes."

Duffers is not a hyperbola did.

The length of "Stranger Things 4-Volume 1" is about 9 hours. The last two episodes that make up Volume 2 have a run time that matches the feature film, with episode 8 appearing in 1 hour and 25 minutes and episode 9 in a whopping 2 hours and 30 minutes.

Bing or not bing? How about the split?

So there are business and creative reasons for splitting the season. But there is another rationale. It keeps the show in the consciousness of the general public.

"We changed the situation a bit by splitting the release of Stranger Things into two," Zak Shaikh, vice president of programming for research-based media company Maggid, told CNN Business. .. "But in general, they can delay the release of some of the major franchises, so those shows will stay part of the conversation longer."

"Stranger By separating the episodes of "Things" in a month or so, Netflix chews the apple twice, sells the same season twice, and keeps the show in the viewer's mind.

This isn't the first time Netflix has split a series. The final seasonof Netflix's other hit, "Welcome to Ozark," was split into two quarters,, when the episodes from the final season of January and April this year were premiered. I did.

There was a lot of debate about whether streamers would release episodes weekly or all at once. Netflix — primarily sticking to the binge model — may have found a compromise.

"Bingeing served as a strategy to disrupt the market," Shaikh said. "But it doesn't maximize the value of hot properties."