Clash of Titans in Video on Demand
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House of the Dragon versus The Rings of Power (“The Rings of Power”). Video on demand (VOD) platforms had never experienced such a confrontation.
Broadcast since Sunday August 21 on HBO Max, the platform of the American group Warner Discovery, the prequel to the saga Game Of Thrones sees the rise of a formidable competitor emerging from the world of Lord of the Rings. The first series adapted from the universe created by JRR Tolkien will be released on Amazon Prime Video on September 2. It will be accessible in 240 countries and dubbed in thirty-three languages.
This clash of titans confirms the entry of VOD into a new era, where dollars, piled up with hundreds of millions, become the sinews of war between Disney, Netflix, Amazon, Apple or Warner Discovery, the owners of the most major global platforms. The Rings of Power are shaping up to be the most expensive series in history, with an estimated total budget of $1 billion (€1 billion), including $462 million for the first season. Four more will follow, each lasting ten hours.
Jeff Bezos, the founder of Amazon, a fan of Tolkien’s universe, has assured the magazine Time that the purpose of this series was going “beyond the making of a commercially successful show”, difficult not to see in his personal commitment the proof of this new financial challenge. In the front row at the world premiere of the series in Los Angeles on August 15, he was involved in 2017 to pocket under the nose and beard of Netflix the rights to Tolkien’s appendages, the annexes of the trilogy of Lord of the Ringswhich describe the second age of Middle-earth, a period in which The Rings of Power. Amazon studios had then spent more than 250 million dollars.
Return on investment
Amazon can play the big lords. It was sitting on $37 billion in cash on June 30. He also needs to hit hard. While Prime Video, its VOD service, launched internationally in 2016, the group did not yet have a global brand to match its ambitions.
Disney, him, parade with Star Wars Where avengers and lines up the billions of dollars to feed its platform, Disney+. For 2022, the group has budgeted 33 billion dollars of investment in production, 8 billion more than in 2021. A profitable strategy: Disney + had 152 million subscribers at the end of June. Adding those from other home platforms, ESPN+ and Hulu, the slider reaches 221 million customers, allowing the company to overtake Netflix (220.7 million).
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