Rapid Insights: Knives Out Sequel Glass Onion Will Find Success in a New Setting and Platform

Last year, Netflix nabbed the franchise rights to director Rian Johnson’s smash-hit Knives Out in what was rumored to be the most expensive film purchase in history. Now, eighteen months later, the first fruit of this deal just premiered at TIFF to great acclaim and will be rolling out to consumers later this year, with a limited theatrical release followed by a big streaming premiere.

Netflix’s new murder-mystery franchise dovetails with the recent resurgence of the big-budget whodunit, as viewers are once again leaning into the twists, turns, and fake-outs of this classic genre. In the upcoming Knives Out sequel, Daniel Craig reprises his role as the genteel Detective Benoit Blanc but is surrounded by an all-new starry ensemble cast as he tackles a murder on the private Greek island of a tech billionaire. Here’s what you need to know about Glass Onion: A Knives Out Mystery:

Who will be pressing ‘play’ on Glass Onion?
The streaming audience–where the movie will see most of its viewership–is predicted to lean female (55%) and skew heavily older (69% aged 35+). The theatrical release, though limited in scope, will likely pull in a more balanced crowd, with an even gender split (51% female / 49% male) and a greater number of younger viewers (41% under 30 / 59% 30+). These big-screen demos suggest a bit more male interest than was seen for the original Knives Out (54% female / 46% male) and the recent Death on the Nile (58% female / 42% male).

How does Glass Onion deliver on what viewers loved about Knives Out?
Humor, money, and drama. Just as Knives Out benefitted from its thrilling Family Relationships (157), Glass Onion’s SVOD ratings will be heavily driven by the juicy Group Dynamics (160) that arise among its collection of deliciously quirky, eccentric personalities. The pitch-black Dark Humor (122) that scored a (128) in the original film is similarly threaded through its sequel, and this biting tone is a major component of Glass Onion’s freshness score. Finally, just as the Generational Wealth (128) heightened the stakes for Knives Out, the Lap of Luxury (131) will delight viewers in the sequel.

What differentiates Glass Onion from Knives Out?
An action packed fight to stay alive. While Knives Out played on the slow-burn of a murder being solved, Glass Onion forces its players into a shocking and violent Game of Survival (160). Audiences will relish the cracks and fissures that develop as the pressure mounts, the puzzles build, and each person faces the realization that they themselves could become the killer’s next victim.

What will be the impact of the movie’s A-list talent roster?
A greater sense of novelty. The Star-Studded Cast (160), which, in addition to Craig, includes the likes of Edward Norton, Janelle Monáe, Kathryn Hahn, Leslie Odom Jr., Kate Hudson, and Dave Bautista, is the #1 freshness driver, meaning it will help distinguish Glass Onion from other, similar titles within the genre. This cast will also be an important draw for the film’s theatrical release (154) but will not be a top contributor to its SVOD ratings.

What about the movie’s luxe Greek island setting?
It provides a compelling backdrop for the murder. The contrast between the suspects’ Lap of Luxury (131) lifestyle–complete with private yacht, extravagant villa, and gorgeous Mediterranean scenery–and the emotional and Psychological Turmoil (124) they endure thanks to the fear and distress of finding a murderer amongst them will not only bump up ratings but also help balance the audience: women will be especially drawn to the lavish settings, while men (especially <35s) will be pulled toward the darker undercurrent running through them.