Mubi
A global curated streaming, film distribution, production, and cinema publishing company focused on independent and world cinema.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Mubi is a British subscription video-on-demand company built around the discovery and presentation of independent, international, arthouse, documentary, and otherwise distinctive cinema. It operates as more than a conventional streaming library: in addition to its subscription platform, Mubi acquires and produces films, distributes selected titles theatrically, publishes film criticism, organizes public screenings and festivals, and develops editorial and community projects for cinephiles. The company was founded in 2007 by Turkish entrepreneur Efe Çakarel under the name The Auteurs. Its original proposition was to create a digital home for serious cinema at a time when mainstream video-on-demand services were primarily organized around popular studio entertainment. In 2008, The Auteurs partnered with the Criterion Collection on a video-on-demand service, helping establish its association with carefully selected, historically important, and artistically ambitious films. In 2010, the company adopted the name Mubi, a short invented word chosen for its ease of pronunciation and broad international usability. Mubi's central product is a subscription service whose catalogue is curated rather than designed to maximize sheer volume. Its programming has included films from established directors, emerging filmmakers, independent producers, documentary artists, and major international festivals. The service is available through its website and a broad set of connected-TV, game-console, mobile, and streaming-device platforms. Its editorial identity is reinforced by Mubi Notebook, an online film publication covering criticism, interviews, festival reporting, essays, news, and film culture. The company later added a limited-run print edition, Notebook Magazine, as well as podcasts in English, Spanish, and Italian. Mubi has progressively expanded beyond licensing films for its platform. It began theatrical distribution in the United States and United Kingdom in 2016, followed by Latin America and Germany in 2021, and Italy and Spain in 2025. The company has also become a producer and co-producer, supporting films by filmmakers including Danielle Lessovitz, Mia Hansen-Løve, Michel Franco, Zia Anger, Kelly Reichardt, and others. Its acquisition of The Match Factory in 2022 strengthened its position in international production, sales, and arthouse film circulation, while its majority investment in Benelux distributor Cinéart in 2024 broadened its European distribution footprint. The success of The Substance, released theatrically by Mubi in 2024, demonstrated the commercial potential of its strategy. The film became the company's highest-grossing release and received extensive awards recognition, including an Academy Award for makeup and hairstyling. Mubi has also expanded its physical and cultural presence through Mubi Go cinema-ticket benefits and Mubi Fest, an annual festival launched in Latin America and subsequently extended to cities in Europe, the United States, and Canada. Mubi's positioning combines premium curation, film criticism, filmmaker support, and selective distribution. Rather than competing directly with mass-market platforms on the size of its catalogue, it presents itself as a discovery service and cultural brand for audiences seeking cinema outside the mainstream. Its expansion into production, theatrical releasing, publishing, festivals, and acquisitions has made it an increasingly integrated independent-film company while retaining streaming as its core consumer relationship.
History
Mubi began in 2007 as The Auteurs, founded by Turkish entrepreneur Efe Çakarel. The company was created around the idea that online film distribution could serve audiences interested in international, independent, and auteur cinema rather than concentrating only on mainstream commercial releases. Its early identity was closely linked to film curation and discovery, distinguishing it from services whose principal advantage was the breadth of their catalogues. In 2008, The Auteurs formed a video-on-demand partnership with the Criterion Collection. The relationship connected the young service with a respected archive and distributor of historically important cinema and helped establish its cultural credentials. In 2010, the company changed its name to Mubi. The new name was intentionally short and phonetically accessible, allowing the brand to operate across national markets without the cultural or linguistic limitations associated with its former name. Mubi developed a model based on a continuously refreshed and selectively programmed catalogue. Its service has carried world cinema, independent films, documentaries, festival titles, classics, and work by both emerging and established filmmakers. The company complemented streaming with editorial publishing through Mubi Notebook, an online magazine covering criticism, interviews, festival sections, film news, and visual culture. Notebook became an important part of the brand's differentiation because it gave subscribers and the broader public context for the films being promoted. In 2021, Mubi added Notebook Magazine, a separately sold English-language print publication, and launched original podcasts in English and Spanish. An Italian podcast followed in 2023. Mubi's activities expanded from online licensing into theatrical distribution. It began distributing films theatrically in the United States and United Kingdom in 2016, then expanded theatrical operations into Latin America and Germany in 2021. The company also developed a production and co-production slate, allowing it to participate earlier in the life of films and to secure distinctive titles for distribution and streaming. Productions and co-productions associated with the company have included projects by filmmakers such as Danielle Lessovitz, Ewka Msangi, Mia Hansen-Løve, Michel Franco, Zia Anger, and Kelly Reichardt. The acquisition of The Match Factory in January 2022 was a major structural step. The Match Factory brought established capabilities in arthouse film production and international sales, supporting Mubi's transition from a streaming-first service into a broader film company. Mubi also entered television programming through its acquisition and presentation of The Kingdom Exodus, including director's-cut versions of the first two seasons. In 2023, Mubi introduced Mubi Fest in several Latin American countries. The festival format extended the brand beyond individual subscriptions and into communal cinema, with screenings and events designed for audiences who identify with Mubi's editorial approach. The festival expanded to additional European, American, and Canadian cities in 2024. In February 2024, Mubi acquired a majority stake in Benelux distributor Cinéart, further consolidating its European distribution network. The 2024 theatrical release of The Substance became a defining commercial milestone. The film, directed by Coralie Fargeat, achieved substantial box-office results and broad awards recognition, including five Academy Award nominations and a win for makeup and hairstyling. Its performance showed that Mubi's curation-led distribution strategy could produce a breakout theatrical title without abandoning the company's independent-film identity. Mubi has continued to pursue larger acquisitions and direct distribution. In 2025, it acquired distribution rights in multiple territories to Lynne Ramsay's Die My Love and planned to become a direct distributor in Spain with The Mastermind, after previously working with local third-party distributors. The company has also faced public controversy over outside investment, prompting criticism from parts of the film-worker and Palestine-solidarity communities. Mubi responded by separating its own mission from the political positions of investors and by announcing ethical investment measures and expanded support for filmmakers affected by conflict, displacement, or censorship. Across its development, Mubi has remained centered on curated cinema while building an integrated business spanning streaming, publishing, production, sales, theatrical release, and cultural events.
- 2024
Cinéart majority stake
[1]Mubi acquired a majority stake in Benelux distributor Cinéart.
- 2024
The Substance becomes a breakout release
[1]Mubi's theatrical release of The Substance became its highest-grossing film and received major awards recognition.
- 2023
Mubi Fest announced
[1]Mubi announced its annual film festival, initially spanning several Latin American markets.
- 2022
The Match Factory acquisition
[1]Mubi acquired The Match Factory, an arthouse production and international sales company.
- 2021
Notebook Magazine and original podcasts launch
[1]Mubi introduced its limited-run print magazine and launched original podcasts in English and Spanish.
- 2016
Theatrical distribution begins in the United States and United Kingdom
[1]Mubi expanded beyond streaming by beginning theatrical distribution in the United States and United Kingdom.
- 2010
Rebrand to Mubi
[1]The company adopted the Mubi name, replacing The Auteurs.
- 2008
Criterion Collection partnership
[1]The Auteurs partnered with the Criterion Collection on a video-on-demand service.
- 2007
The Auteurs is founded
[1]Efe Çakarel founded the company that would become Mubi, initially under the name The Auteurs.
Products and positioning
A premium, editorially curated home for independent, international, arthouse, documentary, and filmmaker-driven cinema.
Subscription video-on-demand · 2007
Mubi streaming service
Mubi's core subscription platform offers a curated selection of international, independent, arthouse, documentary, and classic films. The service is available in more than 190 countries through the web and supported television, console, mobile, and streaming-device applications. Its value proposition emphasizes editorial selection and discovery rather than the largest possible catalogue.
Film publication · 2009
Mubi Notebook
Mubi Notebook is the company's freely accessible online film publication. It publishes criticism, interviews, essays, news, festival reporting, and visual-culture features, including coverage of specialized festival sections and an established column about film posters. The publication extends Mubi's role from a streaming provider into a source of film criticism and cultural context.
Print magazine · 2021
Notebook Magazine
Launched in 2021, Notebook Magazine is a separately sold, English-language, semiannual print publication connected to Mubi's editorial identity. It is distributed through subscriptions and selected bookstores and is positioned as a limited physical magazine rather than a conventional digital extension of the website.
Cinema ticket benefit
Mubi Go
Mubi Go connects the streaming brand with cinemas by providing weekly tickets to selected new-release films in participating markets. The offering encourages subscribers to experience films theatrically and supports Mubi's broader positioning as a cinema company rather than a purely digital service.
Film festival · 2023
Mubi Fest
Mubi Fest is an annual public film festival created to bring the company's curated programming and community identity into cinemas and live events. It began with events in Latin America and later expanded to cities in Europe, the United States, and Canada.
Film distribution · 2016
Mubi theatrical distribution
Mubi acquires and distributes selected films theatrically as well as through its streaming platform. Its distribution footprint has included the United States, United Kingdom, Latin America, Germany, Italy, and Spain, with releases ranging from emerging independent work to high-profile festival cinema.
Controversies
2025
Backlash over Sequoia Capital investment
Mubi faced criticism after Sequoia Capital invested in the company. Critics objected to Sequoia's association with Kela, an Israeli defence-technology startup, and called for boycotts or for Mubi to reject the investment. Mubi said its mission and views were separate from those of its investors, condemned the humanitarian crisis in Gaza, and announced an ethical funding policy, an Artists Advisory Council, and expanded support for filmmakers affected by conflict, displacement, or censorship.
Marketing campaigns
- 2024The Substance theatrical release
Worldwide
Mubi mounted a major theatrical release campaign for The Substance, using the film's festival profile and distinctive genre identity to reach a broad international audience.
Outcome. The film became Mubi's highest-grossing release and received substantial awards recognition.
- 2023Mubi Fest
Chile · Colombia · Argentina · Mexico · Brazil
Mubi created a recurring festival platform to present curated films through in-person screenings and community events in Latin America.
Outcome. The festival subsequently expanded into Europe, the United States, and Canada.
Brand decisions
2025
Move toward direct distribution in SpainStrategyBackground
Mubi had previously used local third-party distributors for parts of its Spanish film portfolio.
Action taken
Mubi planned to act as a direct distributor in Spain, beginning with The Mastermind.
Aftermath
The move indicated a broader effort to control local theatrical distribution and market execution.
2024
Majority investment in CinéartM&ABackground
Mubi sought to deepen its European distribution infrastructure.
Action taken
The company acquired a majority stake in Benelux distributor Cinéart.
Aftermath
Mubi strengthened its position in theatrical and independent-film distribution across the Benelux region.
2022
Acquisition of The Match FactoryM&ABackground
Mubi was expanding from curated streaming into production, film sales, and rights acquisition.
Action taken
Mubi acquired The Match Factory, an arthouse production and international sales company.
Aftermath
The deal increased Mubi's capabilities across the international independent-film value chain.
2010
Rebrand from The Auteurs to MubiStrategyBackground
The company sought a name that could be pronounced and spelled easily by audiences in different countries.
Action taken
It replaced The Auteurs with the invented name Mubi.
Aftermath
The new name became the foundation of the company's international consumer brand.
Recent events
MUBI acquires documentary “Free Chol Soo Lee”[3]
Reported:
MUBI acquired the documentary “Free Chol Soo Lee”; the film is set for a U.S. theatrical release in 2022.
MUBI acquires rights to Family Romance, LLC[4]
Reported:
MUBI acquired SVOD and TV rights to Werner Herzog’s film “Family Romance, LLC” for North America, Germany, Latin America excluding Brazil, Turkey, Australia, New Zealand and Japan.
MUBI launches a campaign to support independent cinemas[5]
Reported:
MUBI announced a fundraising campaign with the British Film Institute and the Film Audience Network to help cinemas stay afloat. The crowdfunding scheme aimed to raise £100,000 for cinemas across the country, and MUBI said it was donating £10,000 to start the campaign.
Mubi launches streaming service in India[6]
Reported:
Mubi launched its streaming service in India, including a dedicated channel showcasing local movies.
- Unconfirmed
Mubi launches streaming service in India[7]
Reported:
Mubi entered the Indian market with its on-demand movie streaming and rental service, offering subscriptions, rentals, and a dedicated channel for Indian movies.
Sources7 sources
Cite this profile: Cite the canonical profile. /brand-wiki/mubi · Editorial policy · How profiles are compiled