Saltburn, the darkly comic thriller from director Emerald Fennell, has become a slow-burn awards season hit, earning five Bafta nominations ahead of Sunday's ceremony. Despite a limited cinema release in November, the film exploded in popularity after landing on Amazon Prime just before Christmas, with viewership nearly quadrupling in the month following its streaming debut.
The film's salacious scenes—including a notorious bathtub moment and a bare-all dance to Sophie Ellis-Bextor's 'Murder on the Dancefloor'—sparked a frenzy on TikTok, where Saltburn-themed videos amassed over 4 billion views by the New Year. The song itself re-entered the UK top 10, and fan recreations of the dance scene became a viral sensation.
Starring Barry Keoghan as obsessed Oxford student Oliver and Jacob Elordi as his wealthy friend Felix, Saltburn has been described as a modern take on 'Brideshead Revisited' and 'The Talented Mr. Ripley'. Its success on streaming reflects changing viewing habits and a film industry in flux, with streamers like Amazon using awards-calibre films to drive subscriptions.
For many viewers, streaming was the only option. Laura Cruise from Bedford said her local cinema had only a handful of showings, all fully booked. 'We ended up watching it around Boxing Day on a post-Christmas sofa day,' she explained. Author Casey Kelleher added that watching at home 'did feel like the cheaper option than going to the cinema' amid the cost-of-living crisis.
Saltburn's theatrical run was deliberately short—just enough to qualify for awards—before moving exclusively to Amazon Prime, a strategy increasingly common since the pandemic. Global box office takings topped £20 million, outperforming similar recent releases like 'The Menu' and 'Babylon'. The film's five Bafta nominations include Outstanding British Film and Best Actress for Rosamund Pike.
