In an unprecedented move, the British Association for Screen Entertainment (BASE) has forged a significant partnership that could redefine the viewing experience for film enthusiasts. This collaboration between Odeon, one of the UK’s largest cinema chains, and streaming giant Prime Video is set to deliver something truly unique to audiences. As the landscape of film consumption continues to evolve, this initiative not only acknowledges but embraces the shifting preferences of viewers who seek both cinema and home entertainment.
Starting from October 1 through November 7, this innovative trial allows cinemagoers who purchase tickets for select new releases at Odeon cinemas to gain access to a whopping 40% discount on around 70 Electronic Sell-Through (EST) titles on Prime Video. This means that moviegoers will have the opportunity to download and keep these films, seamlessly integrating their big-screen experiences with at-home enjoyment. Participating films in this trial include anticipated titles like “Joker: Folie à Deux,” “Smile 2,” and “Transformers One,” showcasing a diverse array of genres designed to attract various audiences.
At the core of this initiative is a collaboration among various stakeholders in the film industry, including prominent UK film distributors such as Warner Bros. Discovery, Lionsgate, Sony Pictures, and Universal Pictures UK. This ensures a robust selection of films that underline the partnership’s commitment to providing high-quality content. As Suzie Welch, Managing Director of Odeon Cinemas UK and Ireland, aptly put it, this partnership represents a revolutionary first in the industry, uniting cinema and streaming platforms under a shared passion for film.
The genesis of this collaboration is grounded in findings from the Deloitte Consumer Tracker from Q2 2024, which highlights a clear consumer appetite for discounts and promotional offers. Liz Bales, CEO of BASE, emphasizes that the hunger for diverse entertainment formats is thriving. By offering an incentive that allows audiences to enjoy films both in theaters and at home, this initiative recognizes and adapits to changing consumer behavior. It reinforces the crucial notion that strong box office performances can significantly enhance a film’s overall financial success.
For audiences, this partnership promises a more enriching viewing experience. The convenience of accessing newly-released films at a reduced cost on a well-established streaming platform is something many will appreciate, particularly as the colder months draw in and more viewers retreat into the comfort of their homes. The tagline “Go Big AND Go Home” aptly encapsulates this duality—encouraging audiences to enjoy the thrill of cinema while also reaping the benefits of home entertainment.
As the film industry grapples with rapid technological advancements and shifts in audience preferences, the partnership between Odeon and Prime Video emerges as a potential blueprint for future collaborations. By intertwining theater and digital experiences, this innovative approach may herald a new era of film consumption that caters to the diverse needs of audiences while driving revenue and engagement across all platforms. This move not only celebrates the art of cinema but also responds thoughtfully to the evolving demands of today’s viewers.
Leave a Reply