A Drive-in Premiere for ‘The Boys’

Amazon Prime Video Sept. 3 hosted a drive-in screening of “The Boys” season two ahead of its Sept. 4 premiere. Stars Antony Starr, Jack Quaid, Erin Moriarty, Karen Fukuhara, Shantel VanSanten, Claudia Doumit, Langston Kerman and Abraham Lim arrived at Level 8 at The Grove in Los Angeles to celebrate the new season. Guests arrived in their cars through Lucy the Whale, who makes a special appearance in the third episode of season two. Ahead of the drive-in special screening, guests were invited to a socially distant pre-party in their cars, where they had their pictures taken at the drive-through photo op activation, danced in their cars to the music of DJ Michelle Pesce, and enjoyed Umami Burgers, Popcorn and Swedish Fish. Before the two-episode screening, fans enjoyed a pre-taped introduction from the cast and executive producers Eric Kripke, Seth Rogen and Evan Greenberg. A special encore drive-in screening for cast and fans is also being held Sept. 4 and is at full capacity.

The first three episodes of season two premiere Sept. 4, with new episodes available each Friday following, culminating in a season finale Oct. 9. The eight-episode Amazon Original series will be available exclusively on Prime Video in more than 200 territories around the world.

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Based on the New York Times best-selling comic by Garth Ennis and Darick Robertson, “The Boys” is an irreverent take on what happens when superheroes — who are as popular as celebrities, as influential as politicians and as revered as gods — abuse their superpowers rather than use them for good. The Boys continue on a quest to expose the truth about The Seven, and Vought — the multi-billion-dollar conglomerate that manages these superheroes and covers up all of their dirty secrets.

Nielsen Says It Can Track Amazon Prime Video Viewership Trends

Nielsen reportedly can now track viewership trends for Amazon Prime Video original content with the same software launched two years ago — with much fanfare — to track Netflix’s domestic TV viewing trends.

Nielsen markets the “Subscription Video on Demand Content Ratings” software to content clients tracking their programming on third-party SVOD platforms.

“This is a significant milestone for Nielsen, especially considering the upcoming high-profile streaming service launches,” Brian Fuhrer, SVP product leadership at Nielsen, said in a statement. “We think the addition of Amazon Prime Video will allow rights owners an added ability to understand both the size, as well as the composition, of their streaming audiences relative to other platforms or programs.”

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While Amazon hasn’t commented on the data disclosure, SVOD rival Netflix contends Nielsen’s data is incomplete because it does not account for portable devices and desktop viewing, in addition to global audiences.

But for Sony Pictures Television, Nielsen’s data for “The Boys,” which it co-produces with Amazon Studios, is invaluable. The series attracted 4.1 million Prime households per episode over the first 10 days of release — in addition to 6 million for the premiere episode.

“Nielsen has the ability to help us understand what these audiences are doing outside of those platforms as well — how and what they are watching on other on-demand and linear services,” James Petretti, SVP, U.S. research and analytics at Sony Pictures Television, said in a media statement.

Regardless, Nielsen’s viewership tracking of Prime Video and Netflix content does not necessarily fit into the marketing plans for the SVOD giants, according to Jeffrey Lodgson, media analyst at JBL Advisors.

“[Public ratings] would not serve Netflix’s plan or perspective on the entertainment universe,” Logsdon told TechCrunch. “Talent may try to use viewership numbers to extract higher compensation than a more simplistic renewal process.”