Amazon Shifts ‘Red One’ to Prime, Sparking Frustration Among Theater Owners

Amazon’s recent release of the holiday movie “Red One” on Prime Video after just 27 days since its theatrical debut has sparked some controversy in the entertainment industry. While Amazon MGM Studios is celebrating the film’s success as the most viewed in Prime Video history, theater executives are left questioning Amazon’s impact on traditional movie theaters.

Throughout the year, Prime Video and its studio division have been vying to support the theatrical industry by releasing numerous big-budget movies in cinemas. Amazon’s efforts to secure projects from competitors like Netflix often highlight their commitment to the theatrical experience. Many theater executives are hopeful that Amazon’s strategy will offset declines in other areas of movie exhibition.

However, the release of “Red One” has raised concerns about Amazon’s approach to film distribution. The $250 million action-packed Santa kidnapping movie hit Prime Video shortly after its theatrical release, supported by a massive marketing campaign. While this quick transition benefits the studio by maximizing advertising efforts, it challenges traditional theatrical release timelines.

If a similar schedule were proposed by Netflix, major theater chains would likely reject the film. The debate over Amazon’s role in the movie business is sure to continue into 2025, shaping the future of cinema in this hybrid era. The question remains: Can Amazon make better use of theaters than theaters can make use of Amazon?