Amazon announced today that it’s about to go all-in and start producing feature length films for its streaming service and theatrical release. The initiative will be led by producer Ted Hope, co-founder of Good Hope productions, which released Crouching Tiger, Hidden Dragon, Hulk and Adaptation.
The move comes just after winning the Golden Globe for its original series, “Transparent” and an announcement that it was adding Woody Allen to the long long list of all-star directors in the “television” side. Thinking big and forging into producing content instead of just selling it is a good move, especially if it wants to compete with Netflix.
Amazon Original Movies sounds like a great idea; I can’t wait to watch. But aren’t movie theaters in decline? According to the New York Times this summer:
The film industry had its worst summer in North America, still the world’s No. 1 movie market, since at least 1997, after adjusting for inflation. Between the first weekend in May through the end of August, ticket sales in the United States and Canada are expected to total roughly $3.9 billion, a 15 percent decline from the same stretch last year, according to Rentrak, a box office data company.
The Times is kind enough to blame bad sequels and World Cup excitement for low ticket sales. But let’s be honest: “theatrical release” is on its way out. David Carr predicted this December that 2015 will be tough for the business:
Movies have become a tent-pole business, meaning that they are dependent on blockbusters garnering huge domestic and international box office sales that mint franchises the studios can ride for years. If young people — a critical demographic — are too busy cocooning with their little screens or looking at bigger and bigger ones at home, it’s going to make that corner office on the studio lot feel like a sauna.
Just because Amazon is throwing something up on the big screen doesn’t mean anyone will care to watch it there. Luckily, while Hollywood and the theater chain execs pretend it’s not happening, it doesn’t hurt Amazon to have its films in two places. And according to the release, the plan is to have the films in theaters for about 4 weeks before moving it online. Can you imagine an Oscar season filled with Amazon and Netflix stars? I like it — and you won’t have to shell out $20 for popcorn and a fountain soda to catch up on the nominees.
