At the Variety Entertainment & Technology Summit presented by EY on Thursday, Nick Kroll made an impassioned case for keeping entertainment production rooted in Los Angeles. The comedian, writer, and producer described his upcoming Netflix series, “A Hundred Percent,” as a genuine tribute to the city, expressing hope that a robust local filming industry will restore energy and vitality to L.A.
Kroll, who was interviewed on stage by Variety senior entertainment reporter Angelique Jackson, emphasized the personal significance of filming his project locally. “I needed to make this show in L.A. It feels like it’s about people who live in Los Angeles. I’ve lived here for almost 20 years,” he said. The series, co-created with Gabe Liedman and set for a 2027 debut, stars Sam Richardson, Jason Mantzoukas, and Vanessa Bayer, with Diane Lane in a recurring role.
Reflecting on the production experience, Kroll praised the local crew and the positive atmosphere on set. “We genuinely felt like it was a love letter to the city… We had the best crew, the best people, who were in such a happy mood making a show in Los Angeles,” he shared. He added that he hopes the current challenges facing the industry will ease, noting that a thriving shooting community would bring not just economic benefits but a cultural revitalization reminiscent of the Hollywood dream he cherished when he first arrived.
Amid his sincere remarks, Kroll lightened the mood with a joke, quipping, “That said, I’m personally moving to Austin to start a podcast network.” He then described the premise of “A Hundred Percent” as a satire of the wellness influencer and thought-leader world, joking that many of these characters inhabit “sad ballrooms” similar to the Four Seasons conference room where the summit was held—places offering only pitchers of water and tiny mints.
Beyond his own projects, Kroll discussed his commitment to collaborating with talented individuals. “Just surround yourself with quality people, because assholes — they’re just the worst, you know,” he advised, prompting him to laugh and suggest Variety use that as the headline. He also highlighted his role as executive producer on the FX sitcom “Adults,” which follows five friends in their twenties. Kroll credited FX’s leadership, particularly John Landgraf, for trusting the show to build an audience over time. Season 2 saw ratings grow by 40% domestically and 100% internationally, defying typical industry trends.
Kroll concluded by reflecting on the current media landscape, stating that creating engaging television requires grabbing viewers’ attention and holding it gently so they don’t drift away. He also touched on the topic of artificial intelligence, responding to a previous panel discussion by remarking, “Don’t underestimate the ability of machines to find a way to destroy us as well,” adding that he delivered the comment with minimal alarm.
Leave a Reply