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

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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”

amazon prime video jeff bezos lord of the rings of power
Jeff Bezos' Amazon appears to be in the FTC's targets. (Getty, Prime Video)

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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