Amazon MGM Japan Head Says Budgets Will Double to Meet Global Benchmarks

Buddy Marini, the head of Amazon MGM Studios Japan, stated on Wednesday that the studio will double its investment in local content. The move is intended to ensure Japanese films and series meet the quality standards required for a global audience.

Marini made the announcement during a session at TIFFCOM, the market component of the Tokyo International Film Festival. The panel, organized by the Motion Picture Association and UniJapan, focused on expanding the reach of Japanese intellectual property. He joined Matsuhashi Shinzo, CEO of Credeus, and Steven Maeda, an executive producer known for the live-action 'One Piece' series. Entertainment sociologist Nakayama Atsuo moderated the discussion.

Appointed to lead the Japan studio in March, Marini oversees its output of homegrown films, series, and anime. His background includes roles as managing director of Warner Bros. Discovery Japan and CEO of Hulu Japan, as well as founding Mangamo. He described his platform's role as covering the entire production lifecycle, from initial concept and strategy to the final finished product.

Marini outlined a strategy to expand into the global market by working across all genres. He noted that Amazon is distinct because its movies are just one benefit among many offered to Prime members. While the primary goal is to delight local audiences, the global nature of the service means viewers often do not care about a title's origin. "If it's interesting, it's interesting," Marini said.

The studio's upcoming slate includes 'The Apothecary Diaries,' a live-action adaptation of a historical mystery franchise, and 'Bless,' based on a manga about a makeup artist. Marini pointed to 'The Silent Service,' a past series about a rogue submarine captain, as a success, though he acknowledged that sustaining such quality is difficult. He identified reverse-engineering as a key factor in building resonant IP, involving close collaboration between creative staff and screenwriters.

Matsuhashi, whose producing credits include the record-breaking 'Kokuho' and the 'Kingdom' series, discussed his production philosophy. He said his approach prioritizes a strong story, script, director, and cast. Films he has produced have crossed a cumulative box office total of 100 billion yen, or 633 million dollars, this year. He also highlighted his long-standing practice of negotiating success fees, a model he said is becoming more common in Japan.

Maeda shared insights from his work on 'One Piece,' which topped charts in 46 countries upon its 2023 release. He revealed that Netflix initially wanted to produce the series as cheaply as possible. The team argued that a higher quality show would attract both dedicated fans and new viewers. "That's the battle of a lot of global IP," Maeda said. "And if you succeed, you can have an international success. And if you fail, everyone hates you."