While New York cinemas were struggling to reopen across the country, Amazon Prime was working to create a buzz before the release of “Coming 2 America” on March 5.
Initially scheduled to be released in theaters by Paramount Pictures on August 7, 2020, the long-awaited sequel to the 1988 classic was postponed to December 18, 2020. The film was then sold to Amazon, which launched it on its streaming service on March 4, a day ahead of schedule.
The film shows Eddie Murphy reprising his role as Prince Akeem. Upon ascending to the royal throne of Zamunda, he discovers that he has a son, Lavelle (Jermaine Fowler), who lives in Queens. Director Craig Brewer brings together much of the original cast and brings new faces, including Kiki Layne as Princess Meeka and Leslie Jones as Mary, Lavelle’s mother.
Prior to the film’s release, Prime Video ran an extraordinary global marketing campaign, beginning with a television spot debut during Super Bowl LV and the reissue of the original 1988 film on Prime Video in celebration of Black History Month.
In addition, Amazon Studios and Prime Video produced infomercials featuring iconic elements from the original film, such as Soul Glo, Randy Watson and Sexual Chocolate and My-T-Sharp Barbershop.
During the launch week, Prime Video partnered with Amazon Transportation to reimagine a fleet of Prime delivery vehicles, trucks and a cargo plane in major U.S. markets in celebration of Prince Akeem’s return.
Amazon Studios
Amazon Studios
Globally, Amazon Studios collaborated with local distributors in Nigeria and South Africa, making the film available in theaters across the country. The film is currently number one in Nigeria and West Africa and is the biggest premiere of a film released in 2021 in Nigeria and West Africa.
Due to the pandemic, the studio held a virtual global premiere with 2,328 guests. During the first 13 minutes of the premiere, the guests used the photo booth, taking more than 1,000 photos and participating in more than 8,000 chats and emojis.
Since the film’s release, Prime Video has jumped to the # 1 most downloaded app for entertainment (according to the App Store chart) and # 2 on all free apps. The movie’s streaming page received 9,000 reviews and currently has four stars.
Since March 5, the film is the “most talked about” film on Twitter to be released in 2021, according to social media data company Listen First and a sustained number 3 trend position nationally along with several members of the cast, including Wesley Snipes and Murphy.
In addition, the song “I’m a King” by Bobby Sessions and Megan Thee Stallion went viral on TikTok on March 4 with the dance challenge “I’m a King”.
Jennifer Salke, head of Amazon Studios, says: “We are thrilled that fans from around the world have joined us to welcome the Zamunda Royal family to Amazon Prime Video. Eddie Murphy proved once again that it is a global phenomenon that brings together new and existing fans. Our team is pleased to work on behalf of this extraordinarily talented group of filmmakers, creatives and the glorious cast. The audience spoke and ‘Coming 2 America’ was the film that everyone was waiting for. “