Amazon Prime Video’s ‘Jackpot!’: A modern blend of action, comedy, and brand integration
A new era of pop culture references
Amazon Prime Video’s latest action-comedy, Jackpot!, is a treasure trove of pop culture references, movie homages, and Easter eggs that will delight industry insiders. Directed by the versatile Paul Feig, known for his work on Bridesmaids, Ghostbusters (2016), and The Heat, the film is set five years in the future in Los Angeles. Feig emphasizes the importance of cultural specificity to ground characters in a believable world, even in a farcical setting like Jackpot!.
The evolution of brand integration
Reflecting on the past, Feig recalls the days of the 1970s and ’80s TV when brand names were often obscured with masking tape. Today, the landscape has changed dramatically. “You want movies and TV to look like the world around you. And so suddenly if you’re forcing in these kind of fake brands, it feels odd,” Feig explained during a Q&A session with co-star Awkwafina.
Brand integration is not just about realism; it’s also a crucial revenue stream for Hollywood, especially with rising production costs. For instance, a deal with high-end watchmaker Shinola, whose timepiece is worn by co-star John Cena in Jackpot!, provided additional funds for the soundtrack. “We did a deal with Shinola. John Cena is wearing the Shinola watch. We get to post-production and we want another song [for the soundtrack] and we don’t have the money for it. And then [Shinola] ponies up some extra money for that,” Feig revealed.
The importance of personal branding
Awkwafina, who plays the physically demanding role of Katie Kim, an aspiring actress turned California lottery winner, spoke about the importance of artists establishing themselves as a brand. “The key is to constantly be in charge of your own content,” she said. “When you do that, you simultaneously establish yourself and when you know that people are watching your stuff, there is inherently an authenticity.”
A physically demanding role
Jackpot! was a unique opportunity for Awkwafina to showcase her physical prowess. The character of Katie Kim finds herself in a perilous situation where everyone in the state is legally allowed to try to murder her to collect the prize. “I started my fitness journey on this movie,” Awkwafina quipped. “This was the punch-out workout.”
Feig’s versatile career
Feig’s career is marked by his distinctive work on shows like Freaks and Geeks, The Office, and Parks and Recreation. He stressed the importance of bringing a strong personal point of view to all projects and encouraged creatives to be adventurous to avoid being pigeonholed. “I like jumping genres all the time,” Feig said. “You have to have your voice in comedy and then you have to get it across even though you’re doing very different projects.”
Adapting to the streaming era
Feig also discussed how the new world of on-demand viewing is changing consumer behavior. “There’s no question that pacing and producing a film designed for a streaming audience is different than for titles designed to premiere in theaters,” he noted. At the multiplex, “you get a good 20 minutes before somebody storms out. But on streaming, it’s literally like, ‘Man, what am I watching?’ So I always like to shoot my movies out of the cannon. I have something big happen upfront so it hooks you in.”
The future of brand loyalty
The Amazon Ads Immersion Day event, where Feig and Awkwafina spoke, focused on fostering brand loyalty. In October, Amazon Ads plans to host its second annual UnBoxed gathering, a two-day advertising conference in Austin, Texas. This event underscores the growing importance of brand integration in the entertainment industry, providing a platform for marketers, advertisers, and business leaders to explore new opportunities.
Final thoughts
Jackpot! is more than just an action-comedy; it’s a reflection of the evolving landscape of brand integration and personal branding in the entertainment industry. With its blend of humor, action, and cultural references, it offers a fresh take on the genre, making it a must-watch for cinema and TV series enthusiasts.