Netflix’s new action-comedy “Back in Action“ has become the most-watched English-language movie on the platform, despite mixed reviews.
The film, starring Cameron Diaz and Jamie Foxx, racked up 88.9 million viewing hours in its first week after debuting on January 17, 2025.
The movie, which cost $207 million to produce, marks Cameron Diaz’s return to acting after a decade. Diaz and Foxx play ex-CIA agents forced back into action.
Critics gave the movie a 25% score on Rotten Tomatoes, while audiences rated it 60%.
Behind the Big Budget
“Back in Action” was primarily filmed at Pinewood Studios in the U.K. and included scenes shot along London’s River Thames.
Netflix benefited from the U.K.’s Audio-Visual Expenditure Credit (AVEC), receiving a $48.3 million reimbursement, lowering its net production cost to $158.9 million.
The high production cost included $13 million spent on a peak staff of 142 people. Despite its blockbuster budget, Netflix reported spending below its original plan.
Economic Impact
Filming in the U.K. continues to attract major studios. According to the British Film Institute (BFI), fiscal incentives for film production contributed $10.1 billion to the U.K. economy in 2019 alone.
Between 2020 and 2023, Netflix invested nearly $6 billion in U.K. productions, creating thousands of jobs and boosting local industries.
A Trend That’s Here to Stay
While “Back in Action” received lackluster reviews, its popularity demonstrates the enduring appeal of Netflix Originals.
With global incentives and a focus on diverse content, Netflix’s high-budget productions are likely to remain a key strategy.
