Update: April 5, 2023
Report: Only 37% of Viewers Finished Watching the First Season of THE LORD OF THE RINGS: THE RINGS OF POWER
It’s long been an open secret that Jeff Bezos has yearned for his own
Game of Thrones, and that Amazon’s big swing as it reached for its own massive hit was
The Lord of the Rings: The Rings of Power, believed to be the most expensive series ever made.
Last September, the show began with a bang, delivering the biggest debut ever on the streamer in what Amazan Studios chief Jennifer Salke called “a very culturally defining moment” for the company. But when season one wrapped, the show was less defining than hoped, falling short of being the breakout hit that Amazon had envisioned.
While Amazon, like other streamers, provides only limited data — and internally, it held information even more closely than usual on the series — sources confirm that
The Rings of Power had a 37 percent domestic completion rate (customers who watched the entire series). Overseas, it reached 45 percent. (A 50 percent completion rate would be a solid but not spectacular result, according to insiders). The show has not been a major awards contender, either, overlooked by the major guilds with the exception of one SAG-AFTRA nomination for stunt ensemble.
But according to Salke, the series has worked. “This desire to paint the show as anything less than a success — it’s not reflective of any conversation I’m having internally,” she says. The second season, currently in production, will have more dramatic story turns, she adds. “That’s a huge opportunity for us. The first season required a lot of setting up.”
Data from Nielsen on minutes watched reveals that when it comes to original shows generally, Amazon has lagged. In 2022, Netflix hoovered up the top 10 spots for original streaming series, with Amazon’s
The Boys in 11th place — ahead of
The Rings of Power at No. 15. Using the same measurement, none of the top 15 originals of 2021 came from Amazon. (Netflix again took all the slots except for Hulu’s
The Handmaid’s Tale in 10th place, Apple’s
Ted Lasso at 12, and Disney+’s
WandaVision in the 14th spot.)
Many current and former Amazon executives, as well as showrunners who have series at the streamer and agents who make deals there, believe that this is no accident. They describe Amazon Studios as a confusing and frustrating place to do business. When it comes to movies, where Amazon’s footprint is expanding following the $8.5 billion acquisition of MGM a year ago, a veteran producer says that, in recent years, “there has been no sense of what the philosophy is.”
On the series side, numerous sources say they cannot discern what kind of material Salke and head of television Vernon Sanders want to make. A showrunner with ample experience at the studio says, “There’s no vision for what an Amazon Prime show is. You can’t say, ‘They stand for this kind of storytelling.’ It’s completely random what they make and how they make it.” Another showrunner with multiple series at Amazon finds it baffling that the streamer hasn’t had more success: Amazon has “more money than God,” this person says. “If they wanted to produce unbelievable television, they certainly have the resources to do it.”
https://www.hollywoodreporter.com/b...on-studios-jen-salke-vision-shows-1235364913/