Netflix Animation’s ‘Steps’ Puts Its Studio Strategy on Screen
The Cinderella remix arrives with a starry cast and a bigger test: whether Netflix can build a durable animation pipeline in-house.
Netflix is using a fairy-tale remix to make a larger statement about its ambitions in animated film. The company released the first trailer for *Steps* on September 17, presenting the movie as Netflix Animation Studios’ first end-to-end production and setting its arrival for the Thanksgiving period. The project puts Cinderella’s supposedly wicked stepsisters at the center of the story, rather than treating them as background villains.
What changed
In *Steps*, Lilith, voiced by Ali Wong, and Margot, voiced by Stephanie Hsu, are tired of living in Cinderella’s shadow. After Lilith steals the Fairy Godmother’s wand, the sisters disrupt the familiar royal-ball story and help unleash a power struggle involving Priscilla, a schemer voiced by Nikki Glaser. The ensemble also includes Amanda Seyfried, Bette Midler, Peter Dinklage and Daniel Radcliffe.
The trailer’s release is more than a routine marketing beat because Netflix is framing the movie as a milestone for its own animation operation. The company has commissioned and distributed animated features for years, but *Steps* is being presented as a project made through Netflix Animation Studios from development through production. Netflix’s own Tudum coverage has already positioned the film as part of its fall movie slate, with a November release planned.
That distinction matters in a market where streaming services have often relied on outside studios, acquisitions or licensing deals to fill their animation calendars. A successful in-house pipeline could give Netflix tighter control over production schedules, franchise development, international localization and the long tail of family viewing. It could also help the company compete more directly with Disney, DreamWorks and Sony Pictures Animation, whose brands are supported by decades of specialized production infrastructure.
Why it matters
Animation is unusually valuable to a streaming platform because it can travel across languages and age groups, remain available indefinitely and generate repeat viewing. It also creates opportunities beyond a single film: characters can move into sequels, series, games, merchandise and themed experiences. Netflix’s decision to give *Steps* a recognizable fairy-tale foundation and a prominent comedy cast suggests an attempt to make original animation feel like a broad audience event rather than a niche children’s release.
The strategy carries risks. A recognizable premise can attract viewers, but it also raises expectations about visual quality, humor and emotional payoff. Netflix must show that its internal studio can deliver consistently, not just complete one high-profile project. The company has not disclosed enough public detail to assess the film’s budget, production footprint or how much work was handled internally versus through external partners.
The immediate test will be audience response when *Steps* reaches Netflix around Thanksgiving. The longer test is whether the film becomes evidence of a repeatable studio model. If it does, Netflix may gain a stronger foundation for original animated franchises. If it underperforms, the project could instead reinforce the difficulty of building animation capabilities while competing against established specialists.