Donald Glover’s reported Amazon deal could lead to a more curated Prime Video


After calling FX dwelling for a number of years, Atlanta creator Donald Glover is reportedly transferring to Amazon with an general deal price eight figures, in line with a number of publications. The information was first reported by The Hollywood Reporter.

As a part of the deal, Glover will work on a sequence of initiatives for Amazon, together with the not too long ago introduced Mr. and Mrs. Smith series, which he’ll star in alongside Fleabag creator Phoebe Waller-Bridge. (Waller-Bridge additionally has an overall deal with Amazon.) One rumored venture contains Hive, which is centered on a “Beyoncé-like determine,” in line with the Reporter. Glover’s hottest present, Atlanta, will proceed at FX the place the present is ready for a 3rd and fourth season.

Arguably, probably the most attention-grabbing facet of the deal is that Amazon will create “a content material channel of kinds that may highlight Glover’s work and different curated content material on Amazon’s Prime Video hub,” in line with the Reporter. It’s unclear if Glover could have management over the curated works that seem on his personal channel. If that’s the case, nevertheless, it may change into a key inventive and product characteristic that accomplishes two necessary duties for Amazon Prime Video particularly — showcasing the spectacular expertise working with the corporate and combating “algorithm fatigue.”

Amazon Prime Video may very well be one of many higher streaming platforms, however its horrible product interface and looking capabilities could make it a ache to make use of. It’s much more baffling that Amazon’s staff hasn’t found out a technique to repair this contemplating the roster of expertise the corporate has on deck. Waller-Bridge, Steve McQueen (Small Axe), Jordan Peele (Us), Gloria Calderón Kellett (One Day at a Time), Lisa Pleasure and Jonathan Nolan (Westworld), Lena Waithe (The Chi), and Amy Sherman-Palladino and Daniel Palladino (Marvelous Mrs. Maisel) are simply a few of the most prolific creators, however their work will get misplaced within the mess that’s Prime Video’s present setup.

Including a particular “channel” that exists on Amazon Prime Video’s homepage and highlights a creator’s work is a greater type of advertising for the kind of sequence and movies Amazon has. It’s a advertising and product tactic being utilized by many streaming platforms in barely other ways. HBO Max allows subscribers to click on on an actor or director’s “playlist” and see what they’ve been watching. For instance, Lovecraft Nation actor Jurnee Smollett’s playlist celebrating Black Historical past Month and Black movie may be seen within the screenshot beneath.

Different streaming companies like Peacock and Discovery Plus have dedicated channels for particular sequence or creators. On these platforms, the thought is to duplicate the sensation of stay TV for individuals who need to throw on one thing like Home Hunters or Saturday Night time Dwell and never contact the distant once more. On HBO Max and Amazon, the technique is creating a sense of curation from the expertise engaged on exhibits and movies which might be accessible to stream. (That is additionally a technique that that Criterion Channel’s streaming service and movie streaming platform MUBI primarily give attention to.) If Netflix gave Martin Scorsese his personal channel, for instance, and handed over an inventory of movies the corporate had the rights to stream, he may embody The Irishman and different movies he really adores.

As is all the pieces with the business proper now, all of it comes again to Scorsese. The director wrote an essay in Harper’s about Italian director Federico Fellini and touched upon the need of cinema in an algorithm-defined, everything-is-content world. Algorithm fatigue isn’t new, neither is Scorsese the one one annoyed by it.

It’s a difficult factor to get proper. Most subscribers probably take pleasure in that Netflix’s advice algorithm helps floor exhibits or motion pictures they’ll probably be concerned about. There are millions of issues to sift by in any other case. On the similar time, creating inventive product options that spotlight an artist’s work and make it really feel like a extra private connection to movie or tv — and fewer like one other piece of content material — is essential to creating a platform really feel like a hub for excellent TV and movie as a substitute of only a space for storing for any sort of content material.



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