To celebrate the latest victory for its entertainment arm, Amazon is having some fun with the price of Prime.
In light of the dual wins for Amazon Studios-produced television series "Mozart in the Jungle" at the 73rd Annual Golden Globe Awards last Sunday night (Jan. 10) — the show itself took home the trophy for Best Television Series (Comedy or Musical), while its male star, Gael Garcia Bernal, was awarded Best Actor in a Television Series — Amazon is temporarily dropping the annual cost of its Prime membership from $99 to $73.
GeekWire reports that the celebratory promotion begins tonight (Jan. 15) at 9 p.m. PT and lasts until 11:59 p.m (local time) on Sunday, Jan. 17.
During that same time frame, adds the outlet, Amazon will also stream the first two seasons of "Mozart in the Jungle" for free. The program — like all Amazon Video content — is usually only accessible to Prime members, while non-Prime members have to pay to watch episodes.
The "Mozart in the Jungle"-centric promotion, the GeekWire story notes, is similar to one that Amazon ran last year after its show "Transparent" won two Golden Globes at the 72nd annual ceremony (in that case, the cost of Prime membership was temporarily reduced from $99 to $72). More recently, following the five wins for "Transparent" at the 67th Annual Emmy Awards in September, Amazon temporarily reduced Prime membership cost to $67.
With four Golden Globes to its name (plus those aforementioned Emmys) in the past two years, Amazon's production arm is undoubtedly on the rise — though, as GeekWire points out, its original content has not yet reached the level of critical acclaim (or consumer popularity) of the programming produced by competing streaming service Netflix.