However, Amazon’s marketing strategy is met with criticism from German cinema operators.
50 million viewers worldwide have “Red One – Christmas alert“watched on Prime Video on opening weekend (measured over four days). The action comedy starring Dwayne Johnson and Chris Evans, which was released in cinemas in November, had the best start ever on the streaming platform.
The “perennial favorite” at Christmas?
Jennifer Salke, head of Amazon MGM Studios, claims that the Jake Kasdan-directed film will be a sure-fire success during the festive season in the future. “Given the audience response to ‘Red One,’ both in theaters and on Prime Video, the film will clearly be a staple for years to come,” she said, according to Variety. “Every film is different, and we are so grateful for the partnership with our filmmakers to find the right strategy to bring this film to the widest possible audience.”
Salke was also open about her company’s marketing strategy via Variety: “With ‘Red One,’ there was no doubt that this strategy had to include a theatrical release and an associated marketing campaign that drove audiences to the theaters and the “It’s great to see that our plan is paying off for customers, and we’re grateful to the entire film crew and cast who contributed to it.” incredible thankful.”
German cinema operators protest against the approach
In Germany, this procedure led to a boycott of the film by cinema chains such as Cineplex. When asked by “Kino.de”, Anton Scholz, assistant to the management of the Cinespace cinema in Bremen, said: “We want to send a clear message to the film distributors. If the films end up streaming shortly afterwards, it will ruin the cinemas in the long run. The guests think: ‘Why should I watch the film in the cinema if it will soon be available via streaming anyway?’”