Speaking at the Iberseries & Platino Industria conference in Madrid, Amazon MGM executives Javiera Balmaceda and Nicole Morganti provided insight into the streamer’s strategy for backing high-stakes non-English language projects. Citing the Spanish espionage thriller “Zeta” and the Mexican action series “Venganza” as key examples, they highlighted the company’s willingness to invest in genre content with strong regional identities.
Morganti, who serves as Prime Video’s head of international originals for Italy and Southern Europe, emphasized that Amazon’s global teams maintain constant creative collaboration. “We share talent globally — actors, creators, writers and authors,” she noted, underscoring the cross-border exchange that informs casting and development decisions.
However, getting these projects approved requires rigorous internal advocacy. Morganti explained that “Zeta,” starring Mario Casas and produced by Pablo Isla’s Fonte Films, was designed to demonstrate Spain’s capacity for producing large-scale action cinema. The film, which blends action with family drama and emotional depth, recently ranked among Prime Video’s most-watched Global Top Ten titles.
Similarly, Balmaceda, head of international originals for Latin America, Canada, and Australia, described “Venganza” as a strategic bet on Mexican production capabilities. She noted that the team had to convince leadership that a non-Hollywood market could deliver the scale and action sequences audiences expect from the genre. “We believed a Mexican production could tell a story that would resonate globally and demonstrate that great action could come from somewhere other than Hollywood,” she said.
The executives stressed that neither project received an automatic greenlight. According to Morganti, proposals must be bolstered by strong directors, talent attachments, and proven production capabilities. This risk-taking approach extends beyond action, with Morganti pointing to the expanding market for Spanish-language horror, a genre previously considered niche.
When it comes to franchises, Balmaceda argued against forcing connections at the outset. Instead, she suggested that studios should respond to audience demand. “The important thing is not necessarily to manufacture a franchise, but to recognize when an audience wants more,” she said.
For creators seeking to pitch to Amazon, both executives advised prioritizing conviction over volume. Morganti urged filmmakers to have a clear original idea and a deep belief in its significance. Balmaceda echoed this, noting that passion and a distinct point of view are essential, warning against arriving with a list of interchangeable concepts.
Balmaceda also addressed broader industry challenges in Latin America, noting that the region possesses ample talent but often lacks opportunities to work at scale or develop specific craft experiences. To bridge this gap, the production of “Venganza” brought in Bulgarian action specialists to collaborate with the Mexican crew, facilitating knowledge transfer.
These discussions align with Amazon’s announcement of a $2 billion-plus investment in Latin America through 2030, which includes significant spending on local content. Balmaceda pushed back against the notion that commercial success and quality are mutually exclusive, asserting that massive global hits can still feature excellent production values and substantial budgets.
Describing the current era as a “renaissance” for Spanish-language entertainment, Morganti confirmed that Amazon’s development pipeline remains robust. She revealed that the company is already looking toward 2029 and 2030, with significantly more projects expected to emerge from 2028 onward.
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