Can Amazon Remake the Movie Business?

Is Amazon Studios the on-line version of American Idol?  Or, is it the Apprentice where the last person standing is the winner?  Is it something completely different and a new model for filmmaking?

How will collaborative movie making work where you upload a script where others are encourage to contribute and critique?  What would motivate you to critique a script someone else would produce?  How much chaff will they have to shift through to find the wheat?  Also, Current TV and others have tried to aggregate micro-level Indie content, will this approach with a prize at the end be enough to create on-going traction, or will it be more of a contest for a lucky few?

This is what you could hope to win in 2011:

$1.1 Million in Awards
› $1,000,000 award for Best Movie
› $100,000 award for Best Script

At the end of the day how it will work?  I’d have to upload a test film, either a sample live action segment or animatic for their staff to review.  I gather there would be teirs of reviewers along with a representative from Warner Bros. Pictures, their studio partner.

“Stories that could become commercial films and delight audiences around the world”

This is a quote from their trailer.  This is of course the goal all filmmakers strive towards, so its not a new message, its not a new medium, is it a new business model and do you think it has the opportunity to succeed?