Amazon is taking a leap into movie production, planning to fund a dozen original feature films each year, and to _ the time it takes to move them from theatres to viewers' homes. The first film projects are expected to begin production at Amazon Studios later this year, and to make their first public appearance in U.S. theatres. But Amazon plans to push them to its Prime Instant Video subscription service as little as 30 to 60 days later. The long-standing timeline for movie releases is already under pressure, and Amazon's latest move is another step toward collapsing it to satisfy increasingly impatient audiences. But where competitor Netflix Inc. has sought to do away with wait times entirely. When Netflix promised last October to commission a sequel to Crouching Tiger, Hidden Dragon, and to release it on its streaming site the same day when it would open in theatres in the fall of 2015, cinema owners refused. "We believe the theatrical window is an important part of the overall movie sales cycle," a spokesperson for theatre chain said. Paul, a senior media analyst, expects many of Amazon's original movies will have the feel of independent films with their more challenging subject matter, often made for $10-million or less. The goal isn't to go toe to toe with "the big blockbuster machine," with their $100-million-plus production budgets."I don't see this as laying down the gauntlet," Mr. Dergarabedian said. "It's a strategy of co-existence." Prime Instant Video offers online access to a wide array of films and television shows for $99 (U.S.) a year. But it is not currently available in Canada, unless viewers use a virtual private network to disguise their location. The new company, Amazon Original Movies, will be led by Ted Hope, an American independent filmmaker. "Audiences already recognize Amazon has raised the bar with productions in the episodic realm, coping with bold material in unique ways and teaming with top talent, both established and emerging," Mr. Hope said. Why does Amazon begin to make original feature films?
To attract more Prime Instant Video customers To win the Golden Globe Award To cooperate with Netflix Inc. To contribute to the film industry.