Ahead of Halloween—on which US spend is expected to reach an all-time high of $10.14 billion this year—Amazon Prime Video has created a dedicated streaming page called ‘Now Screaming’ and a complementary costume pop-up shop in Los Angeles.
The landing page features all the horror content titles already live on the platform and as a tie-in, the company is holding court in West Hollywood via a pop-up called ‘The House of Horrors.’ Open for the entirety of October, the space is currently being promoted by Prime video creators, the company’s influencer partners, including Emma Norton, Duke Depp and Madi Monroe. Collectively, they boast more than 45 million followers on TikTok.
Amazon is taking full advantage of the slow but steady return to in-person activations. According to Los Angeles Times data, 75.9 percent of Los Angeles County residents 12 and older have received at least one dose of vaccine, while 67.1 percent of residents of all ages have received at least one shot and 59.7 percent are fully vaccinated. Still, the tech giant is playing it safe. While the House of Horror pop-up includes a custom shopping element, in Amazon fashion it’ll enable a swift shopping experience—visitors can scan QR codes to shop the store’s costume displays and have them delivered to their doorstep.
Amazon Original shows that inspired the pop-up’s costume selections include The Voyeurs, Black As Night, Madres and I Know What You Did Last Summer. And no Halloween pop-up would be complete without an Instagrambable moment, which is why Amazon has installed a candy kiosk, a selfie mirror and a photo booth, which according to the press release “will create their own chilling movie still.”
Though still in the beginning stages, the streaming wars continue to heat up. With the plethora of premium subscription video-on-demand (SVOD) streaming options available for consumers to choose from, Prime Video is finding new ways to engage its audience, for example with the pop-up and the Gen-Z influencers it chose to promote it. In May, Amazon made history when it became the first all-digital streamer to acquire exclusive rights to the NFL’s Thursday Night Football. In addition, though long broadcast on CBS, the 2022 Academy of Country Music Awards will be exclusively livestreamed on Amazon Prime Video.
Whatever else Amazon has up its sleeve, it must roll out quickly because according to a Whip Media survey conducted among 4,000 US viewers about their perception of SVOD services, only 6 percent of respondents listed Prime Video as their first choice while 41 percent listed Netflix as their top choice, followed by Hulu (21 percent), HBO Max (13 percent) and Disney+ (9 percent).
Among the movies being streamed on Amazon Prime Video’s ‘Now Screaming’: 30 Days of Night, Ju-On, The Texas Chainsaw Massacre Part 2, Jennifer’s Body and The Fog (1980).
The House of Horrors pop-up is located at 8551 Melrose Avenue and will be open from 10 a.m. to 6 p.m. Mondays to Saturdays and from 11 a.m. to 7 p.m. on Sundays. Trick-or-treaters can expect a special activation from October 14 to October 16 to celebrate the debut of I Know What You Did Last Summer with OPI, as well over the Halloween weekend.