Amazon Prime Video to localise in key SE Asia markets

Amazon has commissioned its first slate of Southeast Asian originals for its Prime Video streaming service, as Amazon Prime localises in SE Asia markets Indonesia, Thailand and the Philippines today.

Three new versions of situational improvisation comedy challenge format Comedy Island have been ordered, one for each country, with Comedy Island: Indonesia, Comedy Island: Thailand and Comedy Island: Philippines all due to launch next year.

Each version of the format sees eight comedians and performers stranded on a remote island and forced to take part in bizarre role-playing games set to amuse the local inhabitants.

Prime Video has also begun development on several local original productions in Indonesia, such as the films Siege At Thorn High, which is produced by Come & See Pictures and directed by Joko Anwar, and 4 Seasons In Java, from Four Colour Films, written by Kamila Andini.

In Thailand, the streamer is adapting Sal Kim’s novel Three Idiots And A Ghost into a film, with Jungka Bangkok producing, and has also ordered scripted series Metal Casket from writer/director Banjong Pisanthanakun, as well as How To Fake It In Bangkok from Halo Productions, with Ananda Everingham executive producing.

The streamer has also struck exclusive licensing deals for local, Korean, and anime titles, with local Indonesian titles including Perfect Strangers, a remake of the Italian movie, launching 17 October; Ashiap Man, launching 14 November; and horror movie Kuntilanak 3, launching 10 October.

Thai highlights include The 100, launching 12 December, a thriller set at the height of the pandemic starring Mike Angelo; The Up Rank, launching 14 November, a coming-of-age drama thriller featuring Krit Jeerapattananuwong; and My True Friends: The Beginning, an action drama based on a true story set in the 1980s.

Increasing investment

Filipino originals meanwhile include Big Night, a dramedy starring Christian Bables and directed by Jun Lana; How To Love Mr. Heartless, launching 15 August, a romance starring Sue Ramirez, and surreal drama Whether The Weather Is Fine, launching 10 October, starring Daniel Padilla.

Southeast Asian viewers will also be able to watch Korean titles such as Nothing Serious and Toy Soldiers: Fake Men 2 The Complete, as well as anime shows including Demon Slayer and Jujutsu Kaisen 0.

“We’re delighted to be increasing our investment in Prime Video for customers in Southeast Asia, making it a truly localized experience—from local content specifically sourced for our customers, to a localized user experience, and the first full-scale local marketing campaign,” said Josh McIvor, director of international expansion, Prime Video.

“Our support of local production companies in Southeast Asia is a significant step towards our broader international expansion plans and our ambition to become the most local of global streaming services.”