Amazon is celebrating its most recent Golden Globe awards by cutting the price of a Prime membership and streaming free content.
Normally priced at $99 for an annual membership, Amazon will reduce that cost to $73 after its show, Mozart in the Jungle, won twice at the 73rd annual Golden Globe Awards this past Sunday. The promotion starts Friday at 9 p.m. PT and lasts until 11:59 p.m., local time, on Jan. 17.
Amazon is also streaming the first two seasons of Mozart in the Jungle for free — it’s normally only accessible to Prime members, like other Amazon Video content — during that same time period.
The show won a Golden Globe for Best Television Series (Comedy or Musical), while lead actor Garcia Bernal took home honors for Best Actor in a Television Series. Director Paul Weitz made sure to mention Amazon CEO Jeff Bezos on his list of people to thank while accepting the award for Best Television Series.
Amazon ran a similar promotion last year after its other popular show, Transparent, won two Golden Globes. It streamed the show for free for one day and sold Prime memberships for $72, given that it was the 72nd Golden Globe Awards. It did the same when Transparent won Emmy awards this past September.
Amazon now has four Golden Globe awards in the past two years, marking a nice milestone for the company’s video production arm, which creates original content for the Amazon Video service. The e-commerce giant’s foray into original TV has yet to achieve the blockbuster status enjoyed by rival Netflix with its original seriesHouse of Cards and Orange Is the New Black, but is certainly gaining some momentum.
For this year’s Golden Globes, Amazon had five nominations. Netflix had eight nominations, beating HBO, which had 15 nominations the year prior — however, Netflix did not win any awards on Sunday.
Mozart in the Jungle is available as part of Amazon Video, accessed by users that subscribe to the $99/year Amazon Prime program — a Golden Globe award will likely drive more membership sign-ups, which are estimated to be around 60 to 80 million worldwide. The show, based on the book of the same name, debuted in December 2014 and Amazon just released all 10 episodes of Season 2 this past December.