Amazon's hybrid strategy pays off with Prime Video streaming release of ‘Red One’

The news: Amazon MGM Studios' holiday blockbuster “Red One” set a streaming record on Prime Video, attracting 50 million global viewers in its first four days and surpassing previous record-holder “Road House.”

Key stats:

• The film secured wide distribution across 3,000+ U.S. theaters and 3,300 international locations during its theatrical run.
• The $200 million–$250 million production has grossed $175 million globally in theaters.
• The film's trailers generated 460 million global views.

Why it matters: The success validates Amazon's hybrid release strategy.

• A 28-day theatrical window preceded the December 12 streaming debut.
• Theater runs covered marketing costs while building awareness ahead of the streaming launch—a trend we expect to continue.
• Interestingly, the film saw only a 39% drop in its fifth weekend despite streaming availability.
• Strong audience response (A- CinemaScore) overcame mixed critical reviews.

The success comes as competitors, especially Apple TV+, struggle to perfect their theatrical-to-streaming strategy.

Marketing reach: Of course, a modern hit isn’t done without a promotional partnership—or twenty.

• A custom Roblox promotion attracted 163 million global visits.
• Partnerships included M&Ms, Farmers, LG, Duracell, and Salt & Straw.
• Amazon also leveraged its NFL Thursday Night Football broadcast rights to promote the film to Prime Video's sports audience.
• The promotional strategy spanned digital, streaming, and traditional platforms.

Our take: The success of “Red One” demonstrates the potential of theatrical-to-streaming pipelines when backed by comprehensive marketing.

• While stars Dwayne Johnson and Chris Evans provided built-in appeal, Amazon MGM's strategic release timing and extensive promotional campaign transformed the film into a streaming phenomenon.
• The studio's ability to maintain theatrical momentum during streaming suggests a viable model for future releases, particularly for tentpole holiday content. That can only bode well for Amazon's continued ad expansion.