Long before Hollywood faced a historic double strike, Amazon made a plan to turn one of its hit Prime Video dramas into the appointment TV event of the summer. Now that showrunner Jenny Han and the cast are prohibited from promoting the series, marketing experts believe the tech giant could still manage to persuade viewers to kick the binging habit with the help of social media influencers.
The first season of “The Summer I Turned Pretty,” which was released all at once in keeping with the popular binge-model, was a viral success. But rather than bet on a repeat, the company opted to release Season 2 weekly: The show premiered the new season’s first three episodes Friday and is set to release episodes weekly through the season finale on Aug.