Buddy Marini, the new head of Amazon MGM Studios Japan, has said the company will “double the investment” in original Japanese films and series in a bid to “reach the global standard”.
Speaking on stage at TIFFCOM in Tokyo, the executive emphasised the importance of working alongside Japanese creators with a focus on scripts that have the potential to resonate locally before travelling worldwide.
“We like to make sure we invest in and provide great content to Japanese audiences, giving these creations the opportunity to appeal globally,” said Marini. “Interesting tiles attract audiences all over the world, regardless of geography.”
It marked the first time Marini – a former Warner Bros. executive who joined Amazon in March – has spoken before an industry audience about his plans since joining the studio.
While he did not reveal how much the company is investing, when asked how Japanese IP is budgeted with global audiences in mind, Marini responded: “It’s a subject that we talk about a lot, internally. It depends on the subject matter, of course, but you really have to spend the money to satisfy that global audience.”
“Japan is just such a treasure trove of IP,” added Marini, referring to the range of properties being adapted by the studio.
Titles in the pipeline include The Apothecary Diaries, a co-production with Toho based on Hyūganatsu’s light novel series, which has sold more than 57 million copies in 16 languages. Starring Mana Ashida, the series is being lined up for release on Prime Video in 2028.
“Big IPs like The Apothecary Diaries are challenging. They’re beloved,” said Marini, pointing to the negative fan reaction that comes “if you mess it up”.
He also explained that the upcoming live-action series was produced locally by Japanese crew. “Everything was done entirely in Japan to be able to deliver this globally,” he said. “Of course, it requires some budget, but this kind of initiative is what we would like to keep on doing.”
Marini further discussed adapting older IP such as The Silent Service, Kaiji Kawaguchi’s manga, originally published from 1988-96, which served as inspiration for live-action series The Silent Service Season 1: Battle of Tokyo Bay. Produced with Toho, it became the most-watched series produced in Japan by Amazon MGM Studios in 2024. Sequel feature The Silent Service: Battle Of The Arctic grossed $5.64m (¥1.15bn) at cinemas in 2025.
A third season, The Silent Service: Awaken, New York, will debut on Prime Video in summer 2027.
The TIFFCOM session, titled Unlocking the Global Potential of Japanese IP, also included Shinzo Matsuhashi, CEO of Credus and a producer of box office hit Kokuho and the Kindgom franchise, as well as Steven Maeda, an executive producer of Netflix’s live-action adaptation of One Piece.
Maeda was asked how best to approach adapting Japanese IP with a global perspective.
“It really is about trust,” he said. “It’s about trusting strangers to come in, take your baby and try to make it do a different version of that… You’re telling the same story but in a modified way and hopefully the rising tide will lift all boats.
“If a show is done well, it gets people excited, driving them to previous versions of the IP. It will drive merchandising. It will drive all sorts of wonderful things.”
Marini expanded on this and claimed Amazon is in a unique position to capitalise on such synergy compared to other streaming platforms.
“Videos and music were offered as part of membership benefits for Prime users, but that business grew so Prime Video users now purchase products on Amazon,” he said. “As a service, Amazon Prime Video is gaining significance in terms of positioning within our organisation.”
TIFFCOM, the industry platform of Tokyo International Film Festival, runs from October 28-30 at Tokyo Metropolitan Industrial Trade Center.
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