Prime Video Sees Magic in Theaters While Building Global Streaming
Prime Video’s Commitment to Theatrical Exhibition in the Streaming Era
In the midst of the streaming revolution that is changing the way we consume entertainment, Prime Video’s top international executives remain firm believers in the enduring power of theatrical exhibition. Kelly Day, head of international and VP at Prime Video, emphasized the importance of the theatrical experience during a fireside chat at AVIA’s Future of Video India conference. She stated, “We understand that people are selective about what they choose to watch in the theatre, but we think that the opportunity to bring audiences together and have a theatrical experience is still pretty magical. We believe in the theatrical window.”
Day’s sentiments were echoed by Gaurav Gandhi, VP for Asia Pacific and MENA at Prime Video, during the World Audio Visual & Entertainment Summit (WAVES) in Mumbai. This commitment to the theatrical window sets Prime Video apart from competitors like Netflix, whose co-chief executive Ted Sarandos dismissed the traditional concept of release windows.
Despite their focus on streaming, Prime Video is also exploring theatrical distribution as part of their dual-track strategy. Day revealed plans to produce around 14-15 titles a year for global theatrical distribution, aiming to cater to audiences who prefer the big screen experience. This approach aligns with Prime Video’s goal of becoming a comprehensive entertainment destination, offering a diverse range of content to appeal to a global audience.
In India, Prime Video has established itself as a key player in the entertainment industry, with a growing network of partners and a strong focus on innovation. Gandhi highlighted the success of their rental service in India, which has seen significant traction across the country. The executives also emphasized India’s importance as both a content hub and an innovation center for Prime Video, showcasing a diverse range of original programming that resonates with audiences worldwide.
With a global footprint spanning over 200 countries and territories, Prime Video serves a diverse customer base of over 200 million Prime members. In India, the platform continues to drive growth and engagement, offering content in multiple languages to cater to the country’s linguistic diversity. Gandhi highlighted the unique programming strategy that focuses on segmenting offerings by language, allowing customers to explore content in their preferred language while also encouraging experimentation with other languages.
In conclusion, Prime Video’s commitment to theatrical exhibition and innovative content strategies position them as a leading player in the ever-evolving landscape of entertainment consumption. As they continue to expand their global reach and adapt to changing consumer preferences, Prime Video remains steadfast in their belief in the magic of the theatrical experience.
