Amazon MGM claims the two-day theatrical stunt successfully drove awareness and excitement for the Prime Video debut.
Insiders are scratching their heads at Amazon's phrasing of 'delivered against our goals,' which sounds suspiciously like a failure.
The film opened in theaters on Friday for a planned two-day run. Amazon MGM has not reported box office grosses. Amy Schumer called it the 'funniest movie' she has ever seen.
Amazon's attempt to spin a vague box office performance as a victory is landing with a thud. The 'against our goals' quote is pure PR panic.
The internet is absolutely losing its collective mind over Amazon MGM’s latest press statement regarding the Sacha Baron Cohen comedy ‘Ali G: Who Iz I?’. In a move that has sparked fierce debate among industry watchers, the studio extended the film’s theatrical run after initially announcing it would last only two days. The extension includes select Los Angeles area theaters, the AMC Empire 25 in New York City, and the AMC South Barrington 24 in the Chicago suburbs.
While the theatrical stint was designed to ‘eventize’ the release, the studio’s official statement has left many wondering if they are trying to put a positive spin on a potentially underwhelming performance. The smoking gun in this drama is Amazon MGM’s exclusive quote to The Hollywood Reporter, where they stated the stunt release ‘delivered against our goals.’ For the uninitiated, ‘against our goals’ typically implies failure in corporate speak. Yet, the studio insists this was meant to drive awareness, generate excitement, and create a ‘powerful sense of FOMO’ ahead of the global Prime Video debut.
The lack of reported box office grosses adds fuel to the fire, leading critics to suspect the numbers didn’t exactly set the world on fire. Is this a case of a studio admitting a flop, or is it simply bizarre phrasing from a team trying to manage expectations? Despite the corporate confusion, celebrity fans are jumping in to defend the film’s comedic value.
Amy Schumer took to social media after catching the movie during its initial theatrical run, declaring, ‘I laughed so hard, I was crying. I think it’s the funniest movie I’ve ever seen in my life.’ Oasis guitarist Noel Gallagher also supported the project, further boosting the film’s cultural cachet among the celebrity elite. The movie features Morgana Robinson as Ali G’s pregnant girlfriend, a plot point that drives Baron Cohen’s character to America.
Baron Cohen himself addressed recent racially charged criticism of the character, explaining that the core joke involves a ‘white moron’ interviewing ‘white experts’ to undermine the power of the establishment. This release strategy mirrors the direct-to-streaming model used for ‘Borat Subsequent Moviefilm’ in October 2020, which landed two Academy Award nominations. However, the theatrical extension for ‘Ali G: Who Iz I?’ suggests Amazon is trying to recapture the magic of a traditional cinema release without fully committing to a wide rollout.
As the film hits Prime Video worldwide, the ‘delivered against our goals’ quote remains the most talked-about aspect of the launch. It’s a masterclass in how not to write a press release, or perhaps a candid admission that the ‘FOMO’ strategy didn’t quite land the way the studio hoped.
