×

Netflix’s ‘La Casa de Papel’ – ‘Money Heist’ – Part 3 Smashes Records

MADRID  — In the second all-time record-breaking global bow for Netflix this July, Alex Pina’s Spanish-language “La Casa de Papel” – “Money Heist” – Part 3 was watched by 34,355,956 Netflix household accounts over its first seven days after a July 19 global launch, Netflix confirmed to Variety on Thursday.

That’s the best first-week global result ever for a Netflix non-English-language series. As importantly, as Netflix drives ever more into original series production around the world, “La Casa de Papel” Part 3 also broke records as the most-watched Netflix series or film of all time in any language, including English, in many key territories around the world.

Those countries take in not only ‘Casa’ creator Pina’s native Spain but also France and Italy as well as Argentina, Brazil, Chile and Portugal and “many others,” according to Diego Ávalos, director of originals in Spain. He added that Part 3 had also “reached a lot of people” in India. “We are proud of bringing stories that are made in Spain, to the world,” he said.

This performance turns the social-issue laced action-thriller into the biggest case in point to date of one of Netflix’s biggest gameplays as it forges an ever more international future: Its capacity to produce shows and movies around the world that not only drive up the household subscriptions in their country of origin but also across the globe.

Remarkably, above 70% of household accounts – north of 24.0 million – finished “La casa de Papel” Part 3 in its first week. That full-on binging compares to the 18.2 million who watched “Stranger Things” Season 3 completely as it set a new all-time launch record for Netflix from its July 4 launch being watched by a first four-day 40.7 million household accounts.

Why “La Casa de Papel” 3 has rocked is a moot question.

Mixing tones – action, passion and comedy at one and the same time – which you don’t see much in U.S. series, Avalos said –  “La Casa de Papel” Part 3 was made at a budget which allowed it to compete with other international series, argued producer Cristina López at Vancouver Media, Pina’s Madrid production house which made the series with Netflix.

In Parts 1 and 2, the Professor cherry picks criminals – ex-cons, misfits, social write offs – to carry out a perfect heist at the Royal Mint of Spain. “La Casa de Papel” ·talks about “the marginalized, how they find a way forward. It’s something we can all identify with,” said Avalos. It has been loved by fans all around the world because of the authenticity and originality of the storytelling.”

Part 3 also marks a step up in emotion, Avalos suggested. In it, the gang targets the Bank of Spain, in a desperate attempt to free one gang member Rio, who’s been captured. The robbery is also carried out by the Professor as a homage to Berlin, his brother, who originally thought up the plan.

Part 3 is about “love,” Avalos argued: “Love towards the world, others, themselves, other gang members who become family.”

It also connects Spanish, Latino or Latin culture, call it what you like, with the international world, said López. One crucial difference with parts 1 and 2, said Pedro Alonso, who plays the refined but embittered Berlin, is that Parts 1 and 2 captured the Professor’s “impecable” planning as he played a “chess game” with authorities. Berlin’s planned assault on the Bank of Spain, in contrast, has it flaws, which the Professor  doesn’t have time to correct.

So the gang at times has to improvise.

“Latinos often have to make do with few resources, so they’ve learnt to be very good at innovation,” Avalos said.

“In U.S. British culture, there’s an aggression. The response is a perfect plan. no flaws. In Part 3, in contrast, there are losses, deaths, problems, betrayal.” That said, “Latinos, however, disastrous, can pull off the seemingly impossible.

Alonso also argued that the series appeals to a sense of industry sea change.

“Before, there was a feeling in Spain, the Latin world of being on the periphery of the real reference, the U.S industry, which, in film and TV, marked the 20th century” Alonso said.

He added: “Now there’s a new sentiment, that we can compete in terms of production levels, and create a brand which is more alive. That’s historical,and Italians, the French, Turks, industry executives and audiences, are embracing ‘La Casa de Papel’ as their own.”

CREDIT: Netflix

Pictured: Diego Avalos, Cristina López, Pedro Alonso

Lead photo: Berlin (Alonso) is mobbed in Bogotá, at a pre-commercail release Part 3 premiere.

Popular on Variety

More Digital

  • Still from "Andhadhun"

    Microsoft Streaming Deal Lifts Shares in India’s Eros

    Shares of leading Bollywood film distributor Eros International soared by 38% on Thursday following news of the company’s link up with Microsoft to develop a new generation of video streaming platform. The multinational company said that its Eros Now video operation would work with Microsoft Azure to develop its technology in three ways. They seek [...]

  • Comcast X1 DAZN

    Comcast Adds DAZN Sports-Streaming Service to Xfinity Flex, Sets Launch on X1

    DAZN, the digital sports service headed by ex-ESPN boss John Skipper, is now available to Comcast broadband customers on Xfinity Flex and will be available on Xfinity X1 this fall. It’s the first distribution deal for DAZN with a major U.S. provider since it debuted the combat-sports-oriented service in the States a year ago. In [...]

  • YouTube logo

    YouTube Raises Bar for Channel Verification, Stripping Some Creators of Verified Status

    YouTube is making it harder for channels to receive a verification badge indicating their authenticity — and the program’s new requirements mean that some channels won’t be eligible for verification. Like other internet platforms, YouTube indicates to viewers that specific channels are officially run by the creator, artist, celebrity or company they represent with an [...]

  • BuzzFeed - Katie Sitter

    BuzzFeed Taps Activision Blizzard's Katie Sitter as Head of HR (EXCLUSIVE)

    BuzzFeed hired Katie Sitter, most recently an HR exec at Activision Blizzard, as senior VP of people. Sitter, who starts at the company Sept. 30, will lead the BuzzFeed HR organization and oversee strategic initiatives related to organizational planning, talent acquisition, learning and development, performance management, compensation and benefits, labor relations, and diversity, equity, and [...]

  • Kano

    Kano Tipped to Launch ‘Star Wars,’ ‘Frozen’ Coding Kits

    Educational consumer electronics startup Kano is getting ready to release “Star Wars” and “Frozen” coding kits, according to regulatory filings. Recent FCC filings made by the company reveal plans to release a product called “The Force Coding Kit” as well as one called “The Disney Frozen Coding Kit.” Kano representatives didn’t respond to multiple requests [...]

  • Apple Arcade

    Apple Officially Launches Apple Arcade Game Subscription Service

    Apple officially cut the ribbon for its new game subscription service Thursday: Priced $4.99 per month, Apple Arcade offers unlimited access to over 100 exclusive games. Apple Arcade was released alongside iOS 13, the latest version of Apple’s mobile operating system. Some of the titles available through the subscription package include “Lego Brawls” from Lego [...]

More From Our Brands

Access exclusive content