“They said, ‘What do you guys think about a theatrical release?’” Damon says. “It wasn’t what we expected when we first made the deal.”
“Air,” about Nike’s pursuit of a shoe deal with Michael Jordan, went over so well with early audiences that Amazon, despite acquiring the film for its Prime Video streaming service, wanted to launch it in theaters. And in its first two weeks, “Air” has been a hit.
After a strong five-day debut of $20.2 million — especially good for an adult-skewing drama — “Air” dipped only 47% in its second weekend. Reviews have been stellar. When “Air” does arrive on Prime Video, the studio and its filmmakers expect an even better showing than if they hadn’t launched in theaters.
“It should function as free advertising to create this halo effect which in turn creates more viewers on the service,” says Affleck, who directed and costars in “Air.” “If that’s the case, I think the business will really expand and go back to a broader theatrical model.”
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