Amazon Prime Video Achieves Massive Royal Opening Weekend with the Launch of “Coming 2 America”

Fans around the world turned out to make the opening weekend of Coming 2 America on Prime Video a historically tremendous success, proving once again the star-power of Eddie Murphy. Coming 2 America is the #1 streamed movie of this weekend, with the #1 opening weekend of any other streaming movie in 2021 thus far, and #1 opening weekend of any streaming movie in the past 12 months (post-COVID theater closures), per 3rd party Screen Engine/ASI’s weekly PostVODTM ranking.

Coming 2 America is directed by Craig Brewer, from Paramount Pictures in association with New Republic Pictures, and produced by Eddie Murphy Productions and Misher Films. The screenplay is written by Kenya Barris, Barry W. Blaustein, and David Sheffield, with a story by Barry W. Blaustein, David Sheffield, and Justin Kanew, based on characters created by Eddie Murphy. The producers are Kevin Misher and Eddie Murphy, executive producers are Brian Oliver, Bradley Fischer, Valerii An, Kenya Barris, Charisse Hewitt-Webster, Michele Imperato Stabile, and Andy Berman.

Jennifer Salke, Head of Amazon Studios said, “The Zamunda Royal family has arrived and audiences around the globe welcomed them enthusiastically! The premiere of Coming 2 America has far exceeded any of our wildest expectations. It’s clear an entirely new generation of fans have joined the enormous loyal fanbase who already adored the magical world created by global phenom Eddie Murphy, the incredibly talented filmmaking team, and the hilarious, all-star cast of existing and newly-cemented legends. Coming 2 America is the perfect fun, celebratory, escapist, feel-good comedy movie that worldwide audiences needed.”

Currently Coming 2 America has over 12,000 enthusiastic customer reviews on Prime Video, which became the #1 downloaded app for Entertainment (on the App Store) and #2 downloaded app across all Free apps over the debut weekend. As of March 6, the film is the “most-talked” about movie on Twitter released in 2021 according to social media data analysis from ListenFirst Media. During opening weekend, it continued to trend nationally on Twitter across multiple subjects and conversation threads. Notable social posts include LeBron James, Regina King, Gladys Knight, Ice-T, Chance The Rapper, Alicia Keys, Amy Schumer, Tracee Ellis Ross, Ayesha Curry, Snoop Dogg, and Kerry Washington.

“Coming 2 America is a quintessential film in pop culture, as such, we needed a campaign at the intersection of marketing and culture,” says Ukonwa Ojo, Global Chief Marketing Officer, Prime Video and Amazon Studios. “For the past 33 years, the original 1988 film has been regarded as one of the most iconic films in the Black community. We wanted fans of Eddie Murphy and the original blockbuster to be surprised and delighted with every experience because we were passionate fans too!”

In the lead-up to the film’s release on Friday, March 5, Prime Video executed an extraordinary global marketing campaign kicking off with a television spot debut during Super Bowl LV, and the relaunch of the original 1988 movie on Prime Video in celebration of Black History Month. Additionally, Amazon Studios and Prime Video produced infomercials showcasing iconic elements from the original movie like Soul Glo, Randy Watson, and Sexual Chocolate, and My-T-Sharp Barbershop. During the week of release, Prime Video partnered with Amazon Transportation to reimagine a fleet of delivery vehicles, trucks, and a Prime cargo airplane in key US markets in celebration of the return of King Akeem (Murphy).

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On an international level, Amazon Studios collaborated with Nigerian and South African local distributors making the film available in theaters nationwide in both countries. The film is currently #1 in Nigeria and West Africa, where it is the biggest March opening for a film since Black Panther in 2018, as well as being the highest opening for any Hollywood film since Hobbs and Shaw in August 2019. In South Africa, the film achieved the highest opening for 2021 to date putting it currently at #1 in that country.

The internet was on fire on premiere day with a TikTok Dance Challenge featuring the song “I’m A King” from the film’s official soundtrack, and with the help of choreographer Fatima Robinson, influencers and participants danced in celebration of their inner royalty. The dance challenge resulted in 5.6 billion global views on TikTok.The global launch culminated with the official Coming 2 America Royal Watch Party on Twitter hosted by Dionne Warwick, and an IG Live after-party with Nigerian singer/songwriter Tiwa Savage. The watch party generated the highest engagement than any other previous Prime Video movies.

Amazon Studios and Prime Video also worked in tandem with Black-owned businesses and globally recognized brand partners including BVLGARI, Pepsi, Bevel, Spotify, hip-hop artist Nas’ men’s clothing line HSTRY, UOMA Beauty, Rent the Runway and Crown Royal.

Set in the lush and royal country of Zamunda, newly-crowned King Akeem (Eddie Murphy) and his trusted confidante Semmi (Arsenio Hall) embark on an all-new hilarious adventure that has them traversing the globe from their great African nation to the borough of Queens, New York – where it all began. Original cast favorites from Coming to America return including King Jaffe Joffer (James Earl Jones), Queen Lisa (Shari Headley), Cleo McDowell (John Amos), Maurice (Louie Anderson), and the motley barbershop crew. Joining this star-studded ensemble are Wesley Snipes, Leslie Jones, Tracy Morgan, Jermaine Fowler, Bella Murphy, Rotimi, KiKi Layne, Nomzamo Mbatha, and Teyana Taylor, making Coming 2 America the most anticipated comedy film of the year.

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Directed by Craig Brewer

Screenplay by Kenya Barris and Barry W. Blaustein & David Sheffield

Story by Barry W. Blaustein & David Sheffield and Justin Kanew

Based on characters created by Eddie Murphy

Produced by Kevin Misher and Eddie Murphy

Costumes by Ruth E. Carter

Executive Produced by Brian Oliver, Bradley Fischer, Valerii An, Kenya Barris, Charisse Hewitt-Webster, Michele Imperato Stabile, and Andy Berman

Starring Eddie Murphy, Arsenio Hall, Jermaine Fowler, Leslie Jones, Tracy Morgan, KiKi Layne, Shari Headley, with Wesley Snipes and James Earl Jones. Also starring John Amos, Teyana Taylor, Vanessa Bell Calloway, Paul Bates, Nomzamo Mbatha, Bella Murphy

Set in the lush and royal country of Zamunda, newly-crowned King Akeem (Eddie Murphy) and his trusted confidante Semmi(Arsenio Hall) embark on an all-new hilarious adventure that has them traversing the globe from their great African nation to the borough of Queens, New York – where it all began.