Amazon Studios' decision to invest heavily in the theatrical release of 'Red One' highlights a crucial shift in strategy: rather than pursuing simultaneous theatrical and streaming releases, the company believes that a theatrical run is vital for a movie's streaming success. They argue that the marketing efforts and audience engagement generated from theatrical releases enhance streaming viewership, echoing the industry's evolving understanding of how to build a successful film franchise.
Courtenay Valenti, head of film at Amazon, explained the rationale behind this strategy: 'We did this for a very specific reason. The key to making a movie a streaming success is to first release it in theaters.' This perspective challenges the previously held notion that simultaneous releases could help drive subscriptions, suggesting that the traditional theater-release model may still hold critical relevance in the streaming era.
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