EXCLUSIVE: Shane Black’s Amazon MGM Studios feature Play Dirty has notched 57 million worldwide Prime Video viewers in 28 days, Deadline has learned.
That viewership milestone officially makes Play Dirty as one of Amazon MGM Studios’ top 10 most-watched streaming movies of all time. Note ‘all-time’ records for Prime are measured over 28 days.
The Mark Wahlberg-LaKeith Stanfield action movie premiered on Prime Video on Oct. 1 and also landed the No. 1 spot on Nielsen’s Movie chart debut week with 788 million minutes streamed.
Directed by Black and adapted by the filmmaker, Charles Mondry and Anthony Bagarozzi from Richard Stark’s Parker book series, Play Dirty follows a ruthless thief and his expert crew who stumble onto the heist of a lifetime. Rosa Salazar, Keegan-Michael Key, Chukwudi Iwuji, Nat Wolff, Thomas Jane and Tony Shalhoub also star. Pic’s producers are Jules Daly, Marc Toberoff, and James W. Skotchdopole, with Susan Downey, Robert Downey Jr., Mondry and Bagarozzi executive producing.
The Play Dirty campaign engaged audiences on a global scale, strategically leveraging the fan bases of Wahlberg, Stanfield, and the ensemble cast. Key highlights included a thematic press day, a connected screening and live-streamed Q&A across 20 Alamo Drafthouse theaters, a star-studded New York City world premiere, targeted word-of-mouth screenings with filmmaker Q&As, and a series of PR hits across broadcast, sports, regional, and podcast platforms, among others.
Previously this year we reported that the Ilya Naishuller-directed action movie Heads of State clocked 75 million-plus worldwide Prime Video viewers since its July 2 launch, making it the fourth most watched Amazon MGM Studios of all-time on Prime.
Heads of State ranked behind the Amazon MGM Studios’ Dwayne Johnson-Chris Evans Christmas action title Red One from Jake Kasdan, which is Prime Video’s most watched Amazon MGM feature title of all time. While an extended month number was never made public, Red One clocked 50M Prime Video viewers in its first four days. That movie also grossed $186M at the global box office.