In an era where streaming dominates, Amazon MGM Studios is making a surprising yet strategic pivot: doubling down on theatrical releases. At SXSW, Courtenay Valenti, the studio’s head of film, streaming, and theatrical, revealed ambitious plans to release 12-14 films in cinemas next year, with a goal of ramping up to 16 by 2027. This isn’t just a business decision—it’s a philosophical one, signaling a renewed belief in the power of the big screen.
The Theatrical Commitment: More Than Just Numbers
Valenti’s announcement wasn’t just about quantity; it was about quality and intent. Amazon MGM Studios is building its own international distribution and marketing arm, a move that underscores its commitment to theatrical releases. Jennifer Salke, head of Amazon MGM Studios, echoed this sentiment, emphasizing her personal and professional dedication to the cinematic experience. Having spent over 30 years at Warner Bros., Salke and marketing chief Sue Kroll bring a wealth of experience and passion to the table.
Salke’s excitement is palpable: “It’s so exciting to be at a company… knowing that this company is committed to theatrical.” She describes the commitment as “real, significant, and beyond exciting.” This isn’t just corporate speak—it’s a genuine belief in the magic of movie theaters.
The Streaming vs. Theatrical Debate
While streaming continues to grow, Amazon MGM Studios acknowledges that not every film is suited for the big screen. However, the studio believes that a theatrical release can give films a significant boost when they eventually hit streaming platforms. This hybrid approach reflects a nuanced understanding of modern audience behavior.
The studio’s stance also aligns with broader industry trends. AMC Entertainment CEO Adam Aron recently criticized shorter theatrical windows, advocating for a return to 90-day exclusivity. Amazon MGM’s strategy seems to strike a balance, embracing both theatrical and streaming without compromising on either.
The Bigger Picture: What This Means for Hollywood
Amazon MGM Studios’ move is more than just a business strategy—it’s a statement. By investing in theatrical releases, the studio is reaffirming the cultural and financial value of cinemas. This could inspire other streaming giants to follow suit, potentially revitalizing the theatrical experience.
The studio’s recent membership in the Motion Picture Association (MPA) further solidifies its position as a major player in Hollywood. With a slate of 12-16 films planned, Amazon MGM Studios is poised to make a significant impact on the industry.
Amazon MGM Studios’ commitment to theatrical releases is a bold and refreshing move in an industry increasingly dominated by streaming. By blending the old-school charm of cinema with the convenience of streaming, the studio is carving out a unique niche. This strategy not only honors the artistry of filmmaking but also caters to diverse audience preferences.
However, the real test will be in execution. Can Amazon MGM deliver films that resonate with both critics and audiences? Only time will tell. But one thing is clear: the studio is betting big on the big screen, and that’s a gamble worth watching.
Do you think Amazon MGM’s theatrical push will revive the cinema experience, or is streaming still the future of film?
