iWorld
Amazon Prime signs multiyear licensing deal with Comcast’s Universal
New Delhi: Starting 2022, Universal Pictures’ new live action films will first debut on Comcast’s OTT platform Peacock after their theatrical releases, and then land exclusively on Amazon Prime Video four months later.
The arrangement is part of a multiyear deal that Amazon has signed with Comcast’s Universal Pictures and Peacock, and applies to all live-action films including Jurassic World: Dominion that are scheduled to be released in theatres in 2022.
The deal is part of the company’s plan to change the traditional home entertainment release pattern. Generally, new movies go to a cable channel or streaming service about six months or more after they debut in cinemas. These films remain with the outlet for an 18-month window, which is referred to as the ‘Pay-One Window’.
Under the new arrangement, Universal will send its films to streaming quicker and will break up the 18-month period. So, new movies will go to Peacock four months after their theatrical debut, and four months later, these films will be available on Amazon Prime Video for ten months and then back to Peacock for four months, it said in a statement.
“We’re thrilled to team up with Amazon to deliver our titles to its customers. This agreement further delivers on our distribution strategy to monetize our unparalleled movie library across multiple services, while offering customers the most choice, control and flexibility in how, when and where they watch films,” said UEFG, vice chairman and chief distribution officer, Peter Levinsohn in a statement.
As the streaming war rages on, media companies are trying new strategies to bolster their streaming services and challenge the domination of streaming giant Netflix, which currently boasts of 208 million subscribers.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
