The controversial Tolkien adaptation must prove itself in season two.
The first season of ‘The Lord of the Rings: Rings of Power’ was Amazon’s riskiest Prime Video bet. It licensed one of the most beloved and read fantasy franchises and presented its own vision, which differed from Tolkien’s novels and Peter Jackson’s films in the collective imagination.
Over 700 million dollars, all-or-nothing. Amazon’s financial investment was unprecedented: Netflix was willing to pay $250 million for the rights, but Tolkien’s heirs gave Amazon the rights for less. Prime Video spent $465 million on this first season, plus rights.
Were there many viewers? Amazon reported that 25 million people watched the series’ first episode on its first day, but Amazon’s audience secrecy prevented us from getting more specific numbers. When the first season was halfway over, Amazon Studios boss Jennifer Salke told Variety that they were approaching 100 million viewers and expected to grow.
An unofficial viewpoint. Parrots Analytics measured the series’ demand based on social media and downloads, and the results were positive: ‘The Rings of Power’ had 30.5 times more demand than the average American series in its first month. It was below its closest competitor, ‘House of the Dragon’, which they estimated had twice the audience. It can be criticised, but overall it’s good.
Bad reception. All of this can’t make up for the series’ bad reputation among stern fans. Amazon has made some inappropriate decisions, such as deleting exaggeratedly low scores from rating aggregators it owns, like IMDB or Prime Video. On rating aggregator websites like Rotten Tomatoes, critics and the public have vastly different opinions. It said to avoid review bombing (because we know how fans work).
What changed in season 2? Fewer than claimed. John D. Payne and Patrick McKay are returning as showrunners, confirming their first-season proposal. Although Amazon has received many negative reviews, they have stated that the roadmap was established from the start and for five seasons, so if audience figures are minimally satisfactory, they will likely stick to the plan.
More Sauron. In the first episodes of the second season, it’s clear who the season is about: While Sauron was a mystery in the first season, his identity is revealed in this one, so we may learn more about his origin. This was already done with Galadriel, and if the experiment with Sauron is repeated and Tolkien’s canon is maintained, we will see the appearance of Morgoth and other deities and settings unusual in adaptations of Middle Earth. That will be refreshing for a change.
Poor streaming times. Streaming platforms have been cutting spending for months. After several cinematic failures, Apple is moving premieres to its platform, which may stop 200-million-dollar productions. Max, which has been cutting content for a year, licenses its content to other platforms at its discretion. Netflix may be the winner of the streaming war , but its customers are not free from account sharing restrictions and noticeable price increases in rates.
Go Amazon. The impression that the viewer may have of Prime Video’s finances is that Amazon provides it with an endless stream of cash to finance very expensive series that don’t quite gel, such as ‘ Citadel ‘, one of the most notorious failures of recent months. ‘The Lord of the Rings: The Rings of Power’ is not in such a desperate situation because, as we have seen, it remains firm in its proposal, and from what we know, so far the audiences have been good and bad . But no company can afford to throw away 700 million dollars a year.
Amazon’s business. Remember, Amazon isn’t here to bring us unforgettable stories, but to run its core business: the online store. From that point of view, Prime Video is the best (and most expensive) possible promotion for its Amazon Prime subscription service, which is what Prime Video viewers actually pay for. Jeff Bezos’ business earned $574 billion in 2023 thanks to strategies like this , so for now it can’t be said that it’s a bad plan. Although for some purposes, even Tolkien is not infallible.
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