At the most recent Golden Globes, Amazon walked away with two wins, both of which went to its comedy/drama/1950s period piece The Marvelous Mrs. MaiselMaisel, which follows the life of a housewife who moonlights as a stand-up comic, has received effusive praise from critics and audiences. It has drawn particular acclaim for its wit, its charm, and the performance of lead actress Rachel Brosnahan, who earned one of the show’s two Globes.

In an attempt to cash in on the momentum the show has generated, Amazon is inviting viewers to watch it over the upcoming holiday weekend. Between Friday, January 12 at 12:01am local time and Monday, January 15 at 11:59pm local time, Maisel will be available for free through the Prime Video app.

Normally, an Amazon Prime subscription is a prerequisite to view original programs like Maisel, but by temporarily bringing the show out from behind its paywall, Amazon will screen it to a larger audience. “Big kudos and congrats to Rachel for her first Golden Globe and to [series creator Amy Sherman-Palladino] for an outstanding first season,” said Greg Hart, vice president of Prime Video. “We are excited for new viewers to join in the celebration and stream the series for free this weekend.”

Amazon has previously employed this strategy for its other hit shows, including award-winner Transparent. At this point, in search of a strong direction for its future, the digital retailer is once again rallying behind a show that has a chance to become a major mainstream hit. Should viewers take a shine to Maisel over MLK weekend, they can be assured that the series will certainly return. Back when it was picked up, it received a two-season order.

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