Business Insider caught up with Michael Benson, head of marketing at Amazon Studios, at SXSW this week.
He also teased Amazon's plans for its highly-anticipated"Lord of the Rings" series, calling it"one of the biggest investments we'll make in marketing." One way it has gotten buzz is through experiential activations, such as the 9,000-square-foot immersive experience"Garden of Earthly Delights" that it set up at SXSW this week for its upcoming show"Good Omens" starring Michael Sheen and David Tennant.