Amazon follows traditional script to Hollywood success

San Francisco

AMAZON prides itself on being a company that breaks the rules, but its recent success in Hollywood also reflects an embrace of a more traditional, old-fashioned script.

The largest US online retailer, which has spent heavily on original programming and boosted the marketing for its shows, is up for two Golden Globe Awards this Sunday. Its Amazon Studios division, launched in 2010 with scepticism, is now starting to enjoy critical acclaim.

The plan is raising its profile in Hollywood and, critically, among would-be members of its US$99-a-year Prime programme, which comes with two-day shipping on items so…