Amazon Prime Video shakes up Europe’s entertainment landscape

A celebration of women in film and TV

Last week, Amazon Prime Video made waves across Europe with a series of high-profile events, showcasing its significant influence in the international entertainment industry. Among these was the impactful “Prime Video Presents Trailblazers” event which celebrated women’s contributions both on and off screen. Dazzling appearances from stars like Octavia Spencer, Priyanka Chopra Jones, and Amy Pascal marked the event’s highlight, reinforcing Amazon’s commitment to gender diversity in media.

Behind the scenes: A conversation with Amazon’s powerhouses

During their electrifying European tour, two of Amazon’s top female executives, Jennifer Salke, head of Amazon MGM Studios, and Kelly Day, VP of International for Prime Video, took a moment to discuss with industry experts the evolving landscape of the entertainment world.

Investing in female-led programming

Salke shared, “Over the years, our team in the UK has profoundly noted our unwavering commitment to female programming. It’s become integral to our identity and what we strive to achieve.” This focus has resulted in a robust slate of shows featuring strong female leads. Reflecting on substantial actions like the Citadel series starring Priyanka Chopra Jones, Day added, “It’s exhilarating to witness how these female-led characters are now at the forefront of major action sequences and series.”

Evolving content strategy

Data-driven decisions have long anchored Amazon’s programming choices, especially in globally praised genres known for their enduring appeal. However, a noteworthy shift is evident. Salke emphasized, “While global genre pieces and male-centric action hits have a proven track record, we aim to break new ground with female-led narratives. And the results speak volumes.”

A perfect case in point is the film The Idea of You starring Anne Hathaway. The movie garnered an astounding 50 million views during its launch window. This massive success has sparked discussions about a potential sequel, underscoring Amazon’s willingness to deliver more when a project resonates so deeply with audiences.

Expanding beloved franchises

Reacher’s spin-off excitement

Another significant revelation came during the Trailblazers event, where it was announced that Frances Neagley, a beloved character from Reacher, played by Maria Sten, is getting her own spin-off. This decision was driven by robust feedback and research indicating a strong audience interest in learning more about Neagley’s character.

Clarifying the UK market strategy

The merger with MGM has introduced new complexities for drama producers in the UK regarding the best avenues for pitching. Salke addressed this by emphasizing Amazon’s ongoing investments in the UK, including the acquisition of Bray Studios, where The Lord of the Rings: The Rings of Power is filmed. The commitment to the UK reflects the company’s strategic decision to keep the show locally based, despite having shot the first season in New Zealand.

What’s next for ‘The Rings of Power’?

Regarding the second season of The Rings of Power, Salke shared an optimistic outlook, “Engagement has been phenomenal, surpassing 70 million views since its launch. As the company sees this franchise as a long-term investment, continuing the series remains a priority.”

New horizons with ‘Tomb Raider’

The excitement doesn’t end there. The upcoming Tomb Raider reboot, overseen by Phoebe Waller-Bridge, is generating significant buzz. Salke hinted at the project’s potential: “Phoebe’s passion for Lara Croft, combined with her creative vision, promises to take this iconic character to new heights. We expect Tomb Raider to evolve into a massive franchise for us.”

Adapting to a changing landscape

Flexibility in content acquisition

Amazon is shifting away from the traditional cost-plus model towards a more adaptable territory-by-territory acquisition strategy. According to Day, “Flexibility in deal structures has allowed us to capture a greater variety of content, enabling us to meet the diverse demands of our global audience.”

The new normal in streaming investments

Reflecting on the industry’s changes over the past five years, Salke noted a renewed focus on disciplined spending, choosing economically beneficial shooting locations, and creating performance-based deals for top creators. The days of extravagant first-look deals are making way for more sustainable and strategic partnerships.

Expanding global reach

Amazon’s recalibrated focus on European originals, temporarily scaling back investments in Africa and the Middle East, aims to realign resources with the most promising opportunities. While restructuring strategies have been implemented, global customers continue to enjoy top-tier original content and licensed films.

Salke concluded, “Our commitment to original programming and global distribution remains unwavering. Even in regions where investments have been adjusted, the quality and reach of our content continue to delight audiences worldwide.”

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