Bridget Jones: Mad about the Boy is the fourth instalment of the series. It’s based on the novel by Helen Fielding, with Renée Zellweger bringing the character to life on the big screen. Bridget Jones’ Diary debuted in 2001, with the movie shooting to fame not long after its release.

The Movie Skipped a Theatrical Release

Interestingly, Bridget Jones: Mad about the Boy skipped the cinema in the US. The movie went straight to digital streaming platforms, with Peacock getting the rights. This helped the release align with the preferences of American audiences. In the UK, however, the same movie witnessed a full theatrical release.  Even though cinema and streaming were once locked into competing with each other, now it seems that people are able to choose flexible experiences that align with their preferences.

Amazon, a digital platform, has also introduced a perk where UK viewers could get two ODEON cinema tickets for £10, which aligned with the new Bridget Jones movie release. They are also offering a 30-day trial for new Prime members, with the option to rent the movie on the platform. This shows how, as time goes on, the gap is being narrowed and how cross-platform strategies are being adopted. 

Hybrid approaches are spreading to other entertainment sectors too, including bingo. Venues often run promotions where you can get two tickets for the price of one, or special events.  Online platforms offer their own exclusive bonuses and themed rooms, with the option of getting a bingo deposit bonus. Rather than competing with each other, these two sectors coexist and often appeal to the same customer.

Blended entertainment is also visible in games. Even though game titles are often released on the cloud, games are also sold in boxed versions in stores, and major releases still host in-person midnight launches. Strategies like this help to acknowledge how industries are meeting both needs and how entertainment as a whole is becoming more inclusive, adaptable, and purposeful, to cater to all.

The Movie has Received a Positive Reception

Critics are calling the new movie charmingly retro, saying that it could well be the funniest in the series. Modern audiences are also finding the series relatable, with a lot of people praising how much charm it has. Even though this movie follows the same theme as the first movie, which came out some time ago, it seems that the writers have done a great job returning to the original without letting it dominate the movie as a whole. Fans are also loving the fact that Colin Firth and Hugh Grant have both returned to play their much-loved characters, which, for fans of the original, is absolutely huge.

For fans in the UK, the movie can now be streamed on Amazon Prime, but it is not included as part of the Prime subscription as yet. With that said, the price has been slashed recently in line with their usual transition from theatre to streaming. In the coming weeks, it’s likely that we will see the movie move to the Prime catalogue, meaning it’ll be free to anyone with an active subscription.