Amazon MGM Studios and Mattel’s action film “Masters of the Universe” drops on Prime Video today, July 22, after completing a 47-day theatrical window. The Mattel film marks one of the latest moves from legacy toy companies trying to build transmedia franchises with streaming-first release strategies.

The theatrical run gave the film time to find its audience in cinemas before shifting to Prime’s massive subscriber base. This windowed release model—shorter than the traditional 45-day window but longer than the bare minimum—reflects the hybrid theatrical-streaming world studios are navigating.

Toy Franchises on Streaming

Masters of the Universe is part of a broader trend: Mattel and other toy companies are mining their IP libraries for streaming content. Unlike traditional film studios releasing tentpoles to theaters first, streaming services have become a valid first-dollar venue for these adaptations.

The film represents a middle ground—it got a theatrical release to maintain prestige and capture theatrical dollars, but it’s designed to live on streaming where most viewers will ultimately watch it.

Prime Video’s Streaming Strategy

Amazon is using the film to drive Prime Video engagement and justify the service’s value proposition. Original films and series exclusive to Prime draw subscribers and increase overall platform stickiness. Action films like Masters of the Universe appeal to the core gaming and sci-fi demographic that drives streaming consumption.

Viewers can stream Masters of the Universe on Prime Video starting today with a Prime membership.