Introduction to Amazon’s Movie Plans

If a conclusive example is needed to demonstrate that financial resources do not guarantee success or refinement, a glance at Amazon’s studio division, now referred to as Amazon-MGM, would be enlightening. This production arm of the retail giant has been involved in movie production for over a decade, with a notable lack of standout successes in its film lineup. Nonetheless, this has not deterred the company from continuing its efforts. According to a recent report from The New York Times, under the new leadership of Courtney Valenti, Amazon’s movie division is aspiring to dominate the in-person cinema experience.

Ambitious Release Plans

Amazon is reportedly preparing to release up to 14 large-scale, commercially-oriented films annually to theaters worldwide. Each film is slated to have a 45-day theatrical run before becoming available on pay-per-view and subsequently on Prime Video. This strategic move comes at a time when the box office is experiencing declining receipts and a general decrease in cinema attendance. Additionally, Amazon plans to produce an equal number of films that will bypass theaters and go directly to Prime Video, a strategy that seems counterintuitive given the company’s stated desire to drive audiences back to theaters.

Shifting Viewing Habits

This approach does not seem to acknowledge the significant shift in viewing habits, particularly among younger audiences, who prefer streaming services like YouTube over traditional cinematic experiences. The COVID-19 pandemic also had a lasting impact on the box office, from which it has not fully recovered. Furthermore, many viewers prefer to wait for films to become available on services they already subscribe to, rather than paying for individual tickets or rentals.

The State of Cinemas

The cinema industry itself is facing challenges, including becoming increasingly unaffordable for consumers. In an effort to lure back audiences, theater chains have announced plans to spend $2.2 billion on renovations, which include upgrades to seating and amenities, as well as the introduction of novel attractions like ziplines and pickleball courts. However, making tickets more affordable or reducing the amount of pre-roll advertising are not mentioned among these plans.

Quantity vs. Quality

The planned output of 14 films a year is ambitious, especially considering that competitors with better track records are achieving success with fewer releases. This strategy seems reminiscent of an outdated model from the 1980s, when studios could rely on the combined revenues from box office, rentals, and VHS sales. Moreover, Amazon’s focus is on quantity rather than pledging to make high-quality movies, which suggests a mindset that does not value scarcity or the potential for films to have a lasting impact on audiences.

The Value of Scarcity and Craft

There are instances where items produced in limited quantities garner more attention than mass-produced ones. The Marvel cinematic universe, for example, has seen a dilution of its impact due to the frequent release of new films, making it challenging for any single movie to leave a lasting impression. In contrast, franchises like James Bond, which are produced with a level of craftsmanship and released with a gap of several years between installments, tend to receive more attention and acclaim.

Amazon’s Track Record

It’s also worth noting that Amazon’s movie slate has not been particularly successful thus far. Many of its notable hits were acquired from film festivals rather than developed in-house, while its original productions have struggled to find traction. However, this is not unique to Amazon, as other streaming services, like Netflix, have also faced challenges in producing consistently high-quality content.

Replicating Success

The success of Disney’s Marvel tentpoles might lead some to believe that replicating this model is straightforward. However, the success of films like Avengers: Endgame was the culmination of a decade-long plan built on the foundation of earlier, less successful films. Even a major studio like Disney distributes its films across multiple divisions, highlighting the complexity and thoughtfulness required in content creation and distribution strategies.

Conclusion

In terms of compelling pitches, the promise of 14 films a year from a studio that has spent heavily on projects like Red One, without a clear emphasis on quality or consideration, is not particularly enticing. Amazon will need to provide audiences with a compelling reason to return to theaters, a challenge that will require more than just increasing the volume of film releases.