Amazon’s successful hybrid strategy with Prime Video release of ‘Red One’ pays off

Amazon’s latest holiday blockbuster, “Red One,” is making waves on Prime Video, breaking records and attracting a whopping 50 million global viewers in just four days. This success comes as no surprise considering the film’s wide distribution in over 3,000 U.S. theaters and 3,300 international locations, not to mention its impressive global gross of $175 million so far.

What sets “Red One” apart is Amazon’s hybrid release strategy, giving it a 28-day theatrical window before its streaming debut on December 12. This approach allowed the film to build buzz and cover marketing costs during its theater run, paving the way for a strong streaming launch. The fact that the film maintained momentum even after becoming available for streaming speaks volumes about its audience appeal.

Critics may have had mixed reviews, but the film’s A- CinemaScore proves that audiences are loving it. Amazon’s strategic partnerships, from a successful Roblox promotion to collaborations with brands like M&M’s and LG, have helped reach even more viewers across various platforms. Plus, leveraging Thursday Night Football broadcasts to promote the film to sports fans was a smart move.

The success of “Red One” is a testament to the power of a well-planned release strategy and comprehensive marketing campaign. With big names like Dwayne Johnson and Chris Evans driving interest, Amazon MGM has shown that their approach works. This bodes well for future releases and reinforces Amazon’s position in the streaming entertainment industry.