Amazon.com, Inc is sharpening its entertainment strategy by pairing theatrical success with higher monetization on its streaming platform.

Amazon has scored its first major theatrical hit a decade after entering the movie business, signaling progress in its evolving film strategy.

“Project Hail Mary,” starring Ryan Gosling, debuted with about $80.5 million in the U.S. and Canada and another $60.4 million internationally, marking Amazon’s biggest opening and the strongest debut for a non-franchise Hollywood film since 2023, the Wall Street Journal reported on Sunday.

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Amazon has shifted its approach over time—from focusing on independent films to releasing big-budget titles online—before adopting a more traditional theatrical model after acquiring MGM in 2022.

The company now releases around 15 films annually in theaters, combining box-office revenue with streaming value for Prime Video.

The studio backed “Project Hail Mary” as a major investment, with a production budget of about $200 million, and secured rights to the project early due to strong industry demand for Andy Weir’s work.

Amazon is also raising the price of its ad-free Prime Video option and rebranding it as “Prime Video Ultra”.

Starting April 10, the ad-free add-on will cost $4.99 per month, up from $2.99, and will include features such as streaming on up to 5 devices, 4K support, and up to 100 downloads.

The move comes as Prime Video’s audience grows and follows broader industry trends, with other major streaming platforms also increasing subscription prices.

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Amazon’s price hike comes amid similar moves by rivals, with Netflix Inc, Paramount Skydance Corp, Paramount+, and Walt Disney Company

Disney+ has been increasing subscription prices in recent months as the streaming industry pushes for higher revenue.

Amazon is trading 3.9% below its 20-day SMA and 10.6% below its 100-day SMA, keeping the intermediate trend pointed down. Shares are up 1.04% over the past 12 months, but the stock is positioned closer to its 52-week low ($161.38) than its 52-week high ($258.60).

RSI is at 40.08, in neutral territory but leaning toward weaker momentum as it drifts below the midline. The MACD is at -2.3115, while the signal line is at -2.5157, a bullish configuration that suggests downside pressure is easing, even though the indicator remains below zero.