In a groundbreaking move for the UK entertainment landscape, the British Association for Screen Entertainment (BASE) has unveiled an innovative partnership between Odeon Cinemas and streaming giant Prime Video. This collaboration aims to bridge the gap between cinema-going and home viewing, creating a seamless experience for film enthusiasts. The initiative, running from October 1 to November 7, 2024, seeks to incentivize audiences to engage with both platforms, highlighting the evolving nature of content consumption.
At the core of this initiative is an enticing offer for cinemagoers. Those who purchase tickets for selected new releases at Odeon will receive a remarkable 40% discount on a curated selection of approximately 70 electronic sell-through (EST) titles available on Prime Video. This promotion encourages viewers to immerse themselves in the cinematic experience and later enjoy these films at home. A unique code provided at the point of sale enables consumers to redeem this discount within a month, enhancing their engagement with both the big screen and home viewing options.
This dynamic partnership is not solely between Odeon and Prime Video but also involves prominent UK film distributors such as Lionsgate, Paramount Pictures, Sony Pictures, Studiocanal, Universal Pictures UK, and Warner Bros. Discovery. The diversity of films included in this initiative reflects a broad appeal, with titles ranging from the much-anticipated “Joker: Folie à Deux” to animated adventures like “The Wild Robot.” By aligning various industry players, this collaboration exemplifies a collective effort to invigorate the cinema experience in the face of rising streaming subscriptions.
The impetus for this initiative stems from a Deloitte Consumer Tracker report, which indicated that consumers remain hungry for promotions and discounts. Liz Bales, CEO of BASE, emphasized the importance of understanding audience preferences, noting that success at the box office can generate substantial revenue growth across a film’s entire life cycle. This partnership embodies the notion that audiences crave entertainment across multiple platforms, making it advantageous for both cinemas and streaming services to collaborate rather than compete.
Suzie Welch, Managing Director for Odeon in the UK and Ireland, described this collaboration as unprecedented in the film industry, praising its potential to draw audiences back to theaters. The initiative aims to celebrate an exciting season of new releases while offering unprecedented value to moviegoers, reinforcing Odeon’s commitment to enhancing the customer experience. This forward-thinking approach not only aims to elevate ticket sales but also cultivates a loyal customer base that appreciates both theatrical and home viewing.
Odeon Cinemas and Prime Video’s partnership represents a significant evolution in how films are marketed and consumed, paving the way for similar collaborations in the future. By merging the theatrical and streaming realms, this initiative underscores the changing dynamics of audience preferences. As the industry adapts to new consumption trends, it may well redefine the landscape of entertainment, proving that the big screen and home viewing can coexist harmoniously in the digital age.