Amazon MGM Studios Japan is doubling its investment to bring its content up to global standards, studio head Buddy Marini said Wednesday at a Tokyo International Film Festival TIFFCOM market session on unlocking the global potential of Japanese IP. The session, organized by the Motion Picture Association (MPA) and UniJapan, also featured Credeus CEO Matsuhashi Shinzo and “One Piece” Netflix series executive producer Steven Maeda, with entertainment sociologist and consultant Nakayama Atsuo serving as moderator. Marini, who was appointed head of the Japan studio in March, is in charge of its homegrown film, series and anime productions.
He previously served as managing director of Warner Bros. Discovery Japan and CEO of Hulu Japan, and founded Mangamo. He began by explaining how his platform “manages everything – from the initial idea stage through planning, development, strategy, investment, and all the way to the final product.” The basic strategy for both Japan and the Amazon studio as a whole, he added, is to “expand into the global market.” “There are all kinds of viewers, so the goal is to reach all of them,” he said.
Since our service is global, our audience isn’t really concerned with which country the content is from. They just think, ‘If it’s interesting, it’s interesting.’ So, we’re doubling our investment to ensure that quality meets global standards.” Among upcoming projects on his studio’s slate are “The Apothecary Diaries,” a live-action adaptation of a bestselling historical mystery franchise, and “Bless,” a live-action adaptation of a hit manga about an aspiring makeup artist. Among past Japanese-language hits on Amazon Prime is “The Silent Service,” a live-action series about a rogue Japanese submarine captain who hijacks a U.S. sub, based on a long-running manga that also generated a hit anime series.
As a producer Matsuhashi has developed what he calls the “right production ratio.” “First and foremost, the story has to be interesting,” he said. Then you bring in an excellent director and crew and assemble a great cast. I believe that only when these elements come together does a work come as close as possible to success.” The proof that this “ratio” is indeed right is Matsuhashi’s sterling track record – the films he has produced passed JPY100 billion ($633 million) in cumulative box office this year.
His breakthrough was the “Kingdom” historical action/drama series, which is set in China’s Warring States period and is based on a popular manga. Launched in 2019, it now totals five feature entries. The start, Matsuhashi said, came when Sanford Panitch, who was then in charge of international production for Sony Pictures, approached him about making local films for Japan.
When Panitch opted for the latter, Matsuhashi brought him a concept for three “Kingdom” films. I doubt there are many projects created with this kind of specific plan in mind.” Panitch signed on and the first three films each earned more than JPY5 billion ($31.7 million) – making them major hits at the Japanese box office. The moral: A bold vision, made with the right elements, can yield big returns.
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