In the wake of the underperforming 'Late Night,' the streamer is taking a page from Netflix's book: 'Success for our films is not measured by traditional metrics or simple box office reporting.'
, for which it spent $13 million on U.S. rights and committed to a wide release, but the streamer says the calculus of an Amazon hit is different from that of a standard theatrical release.
"Success for our films is not measured by traditional metrics or simple box office reporting," says Matt Newman, co-head of movies at Amazon Studios. "The theatrical release is one path for us to market a film before its Amazon Prime Video release." For two of its awards season-geared films, the streamer has set release dates based not on when a film will fare best in theaters, but on when it will find the largest audience on Amazon Prime. The Adam Driver-Annette Bening CIA dramawill open in theaters Nov. 15 before premiering on Amazon Prime on Nov. 29, in time to reach Thanksgiving weekend audiences. Similarly, the Eddie Redmayne-Felicity Jones hot air balloon adventure moviewill open in theaters Dec.
Since Amazon launched in-house marketing and distribution departments in 2017, the company has yet to match those heights. And Amazon Studios head Jennifer Salke's trio of film executives — Newman, Julie Rapaport and Ted Hope — have taken time to find their footing in an inhospitable box office climate.
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