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Amazon Prime Video Seeks Cultural Relevance with All Voices Film Festival

Amazon Prime Video wants to empower diverse voices with a new film festival. On April 8, Prime Video began accepting entries for the first annual All Voices Film Festival. According to Prime Video, the All Voices Film Festival is designed to uplift underrepresented communities. Prime Video invites filmmakers to submit short (40-minute) films with the following requirement:

Amazon Prime Video Plays Catch-Up

Amazon Prime Video distributes both third-party and original content (the latter made by Amazon Studios). Amazon CEO Jeff Bezos has characterized video content as a stepping stone for creating more Prime members. As he once said, “We get to monetize [our subscription video] in a very unusual way. When we win a Golden Globe, it helps us sell more shoes. And it does that in a very direct way. Because if you look at Prime members, they buy more on Amazon than non-Prime members, and one of the reasons they do that is once they pay their annual fee, they’re looking around to see, ‘How can I get more value out of the program?’”

A Step in the Right Direction

The All Voices Film Festival is a step in the right direction. Netflix has been building a reputation as a haven for New Hollywood visionaries who want to make personal movies that Old Hollywood won’t touch, an example being Alfonso Cuarón’s Roma. The All Voices Film Festival may give Amazon Prime Video the high ground for emerging talent. And its focus on under-represented voices — ranging from LGBTQi to veterans — taps into an important national conversation about diversity and inclusion that is much bigger than the movie industry. Being a source of content that connects at a topical level nationally is what cultural relevance looks like.

A Warning Shot Across the Bow

The All Voices Film Festival also represents another warning shot across the bow of Old Hollywood. Although Netflix gets credit for challenging Old Hollywood, Amazon Studios was actually the first streaming service to release a movie nominated for Best Picture at the Academy Awards (Manchester by the Sea). Its feature-length titles include Cold War, nominated for a Best Foreign Language Film Oscar. Amazon Studios is also producing the anticipated Lord of the Rings television series. The All Voices Film Festival could give Amazon Studios the inside track to emerging talent and position Amazon Prime Video well against Netflix, too.

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