At the Iberseries & Platino Industria conference in Madrid, Amazon MGM executives Javiera Balmaceda and Nicole Morganti offered candid insight into how the service selects non‑English language projects to support, citing “Zeta” from Spain and “Venganza” from Mexico as exemplars of ambitious genre expansions.
“Our international teams collaborate closely, exchanging scripts, casting concepts, and talent resources regularly,” Morganti explained, highlighting her position as head of international originals for Prime Video and Amazon MGM Studios across Italy, Southern Europe, and beyond.
Ultimately, the decisive phase begins when a prospective project must secure internal approval.
She highlighted “Zeta,” an espionage‑action film led by Mario Casas and produced by Pablo Isla’s Fonte Films, as proof that Spanish cinema can deliver a compelling, large‑scale action movie with a distinct national flair. The picture blended high‑octane thrills, family moments, and emotional resonance, ranking among Prime Video’s top global hits earlier this year.
Balmacida described “Venganza,” another daring venture aimed at Mexico, emphasizing the challenge of proving to Amazon that a local production could match the scale and action expectations of the genre. “We believed a Mexican production could craft a story that resonates worldwide and demonstrate that powerful action belongs beyond Hollywood,” she added.
“You have to keep pushing and showcase every element that makes the project viable,” Morganti continued, stressing the necessity of demonstrating directors’ vision, talent availability, and production capability.
Beyond action, Morganti pointed to the previously niche Spanish‑language horror genre as another arena where Amazon has observed rapid market growth.
“When a project succeeds, the natural next step is to explore sequels or franchises,” she noted, though such opportunities do not always require upfront engineering.
Recognizing that audiences often drive franchise potential, she advised focusing on genuine fan demand rather than forced brand building.
For creators targeting Amazon, the executives stressed clarity of concept over volume of pitches. Morganti urged: “Secure a compelling original idea and, above all, truly believe in it. Know what you want to convey and why it matters.”
Balmacida reinforced the need for a singular artistic direction, stating that passion drives successful storytelling; creators should choose a specific narrative rather than presenting a versatile catalog of ideas.
Reflecting on Latin America, she observed that the region’s obstacle lies less in talent scarcity and more in limited experience and scale opportunities.
“Sometimes the gap is not talent but rather hands‑on expertise or simple access to scale‑level projects,” she elaborated.
On “Venganza,” which reflects Pablo Cruz’s broader ambition for genre expansion at scale, Amazon enlisted Bulgarian action specialists to partner with the Mexican crew, enabling local filmmakers to learn alongside seasoned international talent.
This dialogue arrives amid Amazon’s commitment to invest over $2 billion in Latin America through 2030, with funds directed toward local‑content production and creative development.
Balmacida asserted that massive global popularity does not require sacrificing production excellence, significant budgets, or elite talent.
She called the current landscape a renaissance for Spanish‑language entertainment, confirming that the studio continues to greenlight numerous projects, with substantial releases slated for 2028 onward, and further initiatives planned for 2029 and 2030.
John Hopewell contributed to this article.
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