How Amazon Studios’ At-Home Movie Premieres Are Feeding School Kids, Boosting Small Business
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variety.comBy Matt Donnelly Senior Film Writer In its young life, Amazon Studios has proven unafraid of splashy premieres for its theatrical and streaming titles.
They staged a fun run through the streets of Hollywood from the screening to the after party of the festival darling “Brittany Runs a Marathon.” They shut down Pasadena’s Rose Bowl and erected a world’s fair, complete with hot air balloons, for Eddie Redmayne and Felicity Jones’ “The Aeronauts.” But in the time of coronavirus, with padlocked movie theaters and social distance orders in place, the company is weaponizing its promotional budgets to make a different kind of impression — supporting devastated local businesses and helping to feed school kids.
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