Inside Amazon Prime’s Billion-Dollar ‘Big Swing’ With ‘Lord of the Rings’ Prequel

Driven by founder and chairman Jeff Bezos’ desire to stake a claim in the streaming wars, Prime Video is betting large on ”The Rings of Power“

On a picturesque evening in Culver City, California, as the sun began to set and temperatures settled on the perfect side of warm, the cast of “Lord of the Rings: The Rings of Power,” stepped through golden framed archways and a small forest of wondrous ancient-looking trees of amber for the premiere of Amazon Prime Video’s big-budget gamble in the fantasy drama world.

But the big stars at the event were really Amazon’s top brass: executive chairman Jeff Bezos; president and CEO Andy Jassy; Jeff Blackburn, the senior vice president of media and entertainment (who oversees Prime Video, Amazon Studios and Amazon Music); and SVP of Prime Video, MGM and Amazon Studios Mike Hopkins.

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