LOS ANGELES — Amazon MGM Studios rolled out the red carpet this week for the world premiere of its upcoming action-adventure film The Bluff, underscoring the company’s continued investment in original feature-length content for its streaming platform, Prime Video.
The film debuted Feb. 17 at the TCL Chinese Theatre, drawing cast members, filmmakers and high-profile guests ahead of its scheduled global release on Prime Video on Feb. 25, 2026.
Directed by filmmaker Frank E. Flowers, The Bluff stars Priyanka Chopra Jonas as Ercell “Bloody Mary” Bodden, alongside Safia Oakley-Green, Temuera Morrison and Vedanten Naidoo, with supporting performances from Ismael Cruz Cordova and Karl Urban.
Following the screening, Amazon MGM Studios hosted an after-party at Laya, where cast, crew and invited guests continued celebrations. Celebrity attendees included Vin Diesel, Sharon Stone and Jay Shetty, highlighting the film’s high-profile industry backing.
Strategic streaming release
The launch of The Bluff reflects Amazon’s broader strategy to expand its slate of exclusive films to compete in the increasingly crowded global streaming market. By premiering the movie directly on Prime Video shortly after its theatrical debut event, the company aims to leverage star power and event-style marketing to drive subscriber engagement.
Amazon has invested heavily in original productions in recent years through Amazon MGM Studios, following its acquisition of MGM, as streaming platforms compete for premium content that can attract and retain viewers worldwide.
Story centres on redemption and survival
In The Bluff, Chopra Jonas plays a former pirate attempting to rebuild her life in the Cayman Islands with her family. Her character’s past resurfaces when a former captain, played by Urban, returns seeking revenge, forcing her back into violence to protect her loved ones.
The film blends action sequences with emotional themes of family, redemption and resilience. Set against the backdrop of Cayman Brac’s rugged coastal terrain, including Skull Cave and towering bluffs, the production emphasizes cinematic scale while maintaining character-driven storytelling.
The film was produced by filmmakers Joe Russo and Anthony Russo, known for directing major Hollywood franchise films, along with Angela Russo-Otstot, Michael Disco, Cisely Saldaña, Mariel Saldaña and Chopra Jonas herself.
Star-driven production reflects global ambitions
Casting Chopra Jonas in the lead role positions the film to appeal to international audiences, particularly in North America, India and other key markets where the actor has a strong fan base. Her involvement as both star and producer reflects a growing trend of established actors taking creative leadership roles in streaming productions.
The supporting cast also brings global appeal, with Morrison known for major franchise roles and Urban recognized for both film and streaming performances.
Industry competition intensifies
The debut of The Bluff comes amid intensifying competition among streaming platforms such as Netflix, Disney+ and others investing billions annually in original films and series.
For Amazon, exclusive action-adventure films represent an important part of its content mix, offering broad audience appeal and repeat viewing potential.
Industry analysts say globally recognized actors and cinematic production values are increasingly essential to helping streaming services differentiate themselves.
Premiere signals confidence in film’s prospects
The decision to host a major red-carpet premiere in Los Angeles signals Amazon MGM Studios’ confidence in the project’s commercial and audience potential.
Such premieres, while largely promotional, are key marketing tools that help generate publicity, social media buzz and media coverage ahead of streaming release.
With its global debut on Prime Video set for Feb. 25, Amazon is positioning The Bluff as a marquee action title in its early-2026 lineup, reflecting the company’s continued push to compete aggressively in the premium streaming entertainment sector.