The movie 'Red One' has achieved an historic feat, winning over viewers as soon as it was released on Amazon Prime Video.
On its opening weekend, the action flick scored Amazon MGM Studios' most-watched movie debut ever on the streaming platform.
According to data provided by Amazon's streaming platform, Prime Video, 'Red One' attracted over 50 million viewers in the first four days following its online launch on Dec 12.
This record contrasts with the poor performance of the Dwayne Johnson-led action film in theatres.
Released in North American theatres on Nov 15, the feature grossed US$34 million on its opening weekend.
Internationally, the film was no more successful, grossing less than US$100 million.
To date, 'Red One' has grossed US$175 million, while costing $250 million to make.
'Red One' boasts a prestigious cast.
Yet, despite the presence of Dwayne Johnson, Chris Evans, Lucy Liu, J.K. Simmons and Kiernan Shipka, the film only scored 30 per cent on Rotten Tomatoes, the critics' reference site.
That said, the audience rating was 90 per cent positive.
Dwayne Johnson reunites with Jake Kasdan, director of the new version of 'Jumanji', to star as the head of security at the North Pole.
He is forced to team up with an infamous bounty hunter to find the kidnapped Santa Claus and save the magic of Christmas.
At Amazon, this online success is explained by the active promotion of the movie.
According to Jennifer Salke, director of Amazon MGM Studios, Amazon's marketing strategy was particularly effective.
The platform was able to create genuine excitement around the movie, by multiplying trailers and teasers on social networks, generating strong anticipation among the platform's users.
"Given the audience response to 'Red One' both in theaters and on Prime Video, the film will clearly be a perennial holiday favourite for years to come," said Salke.
"Every film is different, and we are so grateful for the partnership with our filmmakers in collectively finding the right strategy to get this film in front of the widest possible audience.
"With 'Red One', there was no doubt that strategy needed to include a theatrical release and associated marketing campaign, which drove audiences to theaters and generated awareness for the film with viewers who would ultimately tune in on Prime Video."