Power Rings Reportedly ‘Too Big To Lose’ For Amazon


The Lord of the Rings: The Rings of Power is apparently too big for Amazon to lose.

As The Hollywood Reporter reported, while Amazon could easily bounce back if the new Prime Video series fails, industry insiders have claimed that its studio will likely fall due to the massive financial bet the company has taken on the project. “It’s too big to lose,” said one.

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An Amazon partner also pointed out that the show is an important chance for the company to demonstrate the level of quality entertainment it can bring amidst a plethora of competing streaming services. “The show is exceptionally important to them,” the partner said. “This is a brand opportunity for Amazon to show that they can deliver something with a quality patina in terms of viewership, critical and cultural reception, which they haven’t had yet. And strategically , in a market where there’s a contraction in a lot of their competitors — Netflix, HBO Max — they think this ushers in a time for them to grow. Not just in terms of investing money, but their ability to attract other talents and opportunities.

The success of Rings of Power on Amazon

Amazon Studios CEO Jen Salke also shared her take on the situation, reiterating that Amazon is no stranger to taking leaps of faith. “Obviously it’s extremely important that this be successful,” she said. “But it’s a company that takes giant leaps all the time, and they’re not afraid of risk.”

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Salke also said that Amazon knows rings of power would be met with skepticism upon its release and predicted much of the criticism shared by fans online even before the show aired. “We all saw it coming, there were no surprises,” Salke said. “Having insight into our global audience, we also get insight into the darker sides of how people can manipulate criticism and have other viewpoints that we wouldn’t support.”

Set thousands of years before the events of JRR Tolkien The Hobbit and The Lord of the Rings, The Lord of the Rings: The Rings of Power brings to life the major moments of the oft-referenced Second Age of Middle-earth. The first eight episodes of the show aim to cover the creation of the rings of power, the eventual rise of the Dark Lord Sauron, the fall of the island kingdom of Númenor, as well as the eventual alliance of elves and mankind.

The Lord of the Rings: The Rings of Power is available on Prime Video, with new episodes released every Friday.

Source: The Hollywood Reporter


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