‘Coming 2 America’ Impact On Amazon Proves ‘You Can’t Reach Diverse Audiences Without Diversity,’ Says Streamer’s Marketing Chief Ukonwa Ojo: Cannes Lions

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The reception to Eddie Murphy’s Coming 2 America on Amazon Prime Video last year provided Amazon marketing chief Ukonwa Ojo’s point when she said today at Cannes Lions: “It’s not possible to reach diverse audiences without diversity.”Ojo, Global Chief Marketing Officer for Amazon Prime Video and Amazon Studios, explained: “Nielsen tracks streaming by minutes [so] it’s hard for a movie to hit number one compared with the many hours of TV.

When we launched Coming 2 America, a very Black movie, it was the only film ranked by Nielsen to hit number one for two weeks in a row.

That’s the impact of the Black community.”That proves “diversity isn’t just the right thing to do, it’s a business imperative,” she added. “I don’t see how you succeed in business without doing this well.

You look at the community you serve, and it’s imperative the folk making the decision reflect that community. It’s critical.”Coming 2 America is a sequel to the 1988 classic Coming To America directed by Craig Brewer.