Streaming services were born as an extensive catalog of titles available to the public, but the very demands of the viewers, the fight between applications and the way of consumption promoted a system in which original material is essential for the survival of these brands. . At the beginning, it was easier to finance certain products, but now that the competition is so aggressive, it is necessary to invest millions in exclusive titles that do not always turn out well. Amazon Prime, like other companies, looks for franchises it can run for years, and that led to the creation of Citadel – 70% from Joe Russo and Anthony Russo which was apparently more expensive than initially reported and a bigger flop than expected.
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The Russo brothers started out on TV series, but through their journey at Marvel they became in-demand directors and outspoken producers. For example, they have supported titles like From – 80%, Rescue Mission – 82%, Rescue Mission 2 – 77% and Everything everywhere at the same time – 91%, but they’ve also had fairly well-known billionaire flops like Cherry – 27% or The gray man – 37% Thanks to the great balance they showed for deliveries like Captain America: The Winter Soldier – 
89%, Captain America: Civil War – 90%, Avengers: Infinity War – 79% and Avengers: Endgame – 95%, other production companies considered that it was not such a big risk to approve such high budgets if with that they opened the way to new exclusive franchises.
Unfortunately, things have not turned out very well, especially due to the opinions of experts who consider his post-Marvel works of lower quality. Similarly, fans expect similar products and have a hard time considering their new projects independently and not as part of the superhero genre. The creators have gone through Apple TV +, Netflix and are now committed to Amazon Prime to deliver a saga that was to ensure an unprecedented future in the streaming service.
Citadel is a wholly original spy story created by Josh Appelbaum, Bryan Oh, and David Weil, with the Russo brothers serving as producers and the names the company used the most to promote the first season. The story centers on Mason Kane (Richard Madden) and Nadia Sinh (Priyanka Chopra Jonas), a couple of agents who are presumed dead after a failed mission and now must meet again and connect all the dots about their past, their relationship and the true intentions of the company they work for.
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The general idea was to launch a single saga that would cover different series developed in various parts of the world, but the series was not as well received as expected. The first critics of the experts were not positive at all, but it was hoped that the public would be kinder and get carried away by the story. Unfortunately, that didn’t happen, and in addition to receiving more negative reviews, episode after episode also saw its ratings drop. As with The Lord of the Rings: The Rings of Power – 90%, Amazon invested many millions in something that did not generate the expected impact, and that is that the series really represented a great economic loss for them.
According to a report from Bloomberg, Citadel It cost more than what was advertised, and it was so poorly received that it’s the best example of the problems the studio is going through:
No series illustrates Amazon’s liberal spending better than Citadel, a global spy thriller that cost more than $250 million for one season.
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The tragedy is that it is one of the most expensive series in history and it did not appear once in the Top Ten of the most watched on the streaming service. The report also ensures that other quite expensive series such as The Periphery – 50%, Daisy Jones & The Six – 74%, Dead Ringers – 84% and The Power – 60% also failed to attract audiences, so executives could rethink their entire strategy. For example, one of the points that raised the production cost of this project so much were the reshoots that they had to film after the creators left their position as showrunners due to creative differences with the Russo, which for some represents an economic flight that it could be avoided.
It is possible that in the coming months the company will change several things about its productions and how it gives the green light to such high budgets, but for now it is said that it is more expensive not to go ahead, so new seasons of several of these have already been approved. titles, including Citadel that according Odetta Watkins, the leader of Amazon drama series, just needs some time to grow up and be appreciated by the public. The plan is to develop series set in the same universe but in countries like Italy, Mexico, India and Spain, with the next series set to premiere in 2024.
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Amazon analyzes its production strategies after the monumental failure of Citadel | tomatoes