In a groundbreaking initiative, a partnership has been formed between Odeon Cinemas and Prime Video, facilitated by the British Association for Screen Entertainment (BASE). This collaboration promises to redefine how audiences experience film, bridging the gap between traditional cinema and digital streaming platforms. The initiative, aptly named “Go Big AND Go Home,” reflects a broader trend towards hybrid viewing experiences, catering to the evolving preferences of moviegoers.
Beginning October 1 and running until November 7, the promotion offers a compelling incentive for cinema attendees. Patrons purchasing tickets for selected new releases at Odeon cinemas will receive a unique code that unlocks a generous 40% discount on approximately 70 electronic sell-through (EST) titles available on Prime Video. This unique opportunity not only provides an economical way for audiences to build their home movie libraries but also encourages a dual engagement with both cinematic and at-home viewing experiences.
This initiative was born out of a shared insight between BASE and various stakeholders, including top film distributors such as Lionsgate, Paramount Pictures, Sony Pictures, Universal Pictures UK, and Warner Bros. Discovery. The selection of films available in this strategic alliance ranges from highly anticipated releases like “Joker: Folie à Deux” and “Venom: The Last Dance” to family-friendly options like DreamWorks’ “The Wild Robot.” This variety underscores the partnership’s aim to draw diverse audiences into theaters while ensuring that consumers also get to enjoy films from the comfort of their homes.
Consumer Insights Fueling Innovation
The strategic collaboration is informed by research conducted by Deloitte, indicating a clear consumer desire for promotions, loyalty programs, and discounts. Liz Bales, the CEO of BASE, emphasized the importance of these insights, highlighting that effective films contribute not only to box office success but also positively impact revenue across various platforms throughout their lifecycle. This highlights a growing understanding within the industry that the film market must adapt to the changing consumption habits of audiences.
Suzie Welch, Odeon’s Managing Director for the UK and Ireland, remarked on the unique nature of this collaboration, signifying its status as an industry first. She articulated a shared passion for film between Odeon and Prime Video, reinforcing the idea that the love for cinema can thrive both in theaters and at home. As such initiatives take root, it’s evident that they hold the potential to reshape industry standards. By promoting simultaneous experiences, they invite both newcomers and longtime film enthusiasts to rediscover the magic of cinema.
As this promotional period unfolds, it will be intriguing to monitor its reception among consumers and its subsequent effects on box office attendance and streaming habits. If successful, this partnership could set a precedent for future collaborations in the industry, paving the way for more integrated experiences that prioritize audience enjoyment across multiple formats. Such integrations could fundamentally alter the landscape of film consumption, creating a paradigm that harmonizes the best of cinematic and digital realms, and ensuring that film remains a vital part of modern entertainment.