The session, organized by the Motion Picture Association (MPA) and UniJapan, also featured Credeus CEO Matsuhashi Shinzo and “One Piece” Netflix series executive producer Steven Maeda, with entertainment sociologist and consultant Nakayama Atsuo serving as moderator.
He began by explaining how his platform “manages everything – from the initial idea stage through planning, development, strategy, investment, and all the way to the final product.”
That is also true of other platforms, but Marini believes that Amazon is unique in offering various benefits to its Prime members – movies being among them. “Our primary objective has always been to delight the audience in that specific country or region,” he said. “But in doing that we’ve started to make our mark in various places around the world. Since our service is global, our audience isn’t really concerned with which country the content is from. They just think, ‘If it’s interesting, it’s interesting.’ So, we’re doubling our investment to ensure that quality meets global standards.”
Among past Japanese-language hits on Amazon Prime is “The Silent Service,” a live-action series about a rogue Japanese submarine captain who hijacks a U.S. sub, based on a long-running manga that also generated a hit anime series. “We’ve achieved some amazing results with the series,” commented Marini, “but it’s difficult to maintain that level of quality.”
“When it comes to elevating our content to IPs that can resonate globally, I truly believe that the reverse-engineering process is the most important factor,” Marini said. “So, within our team, the creative staff works closely with the screenwriters to develop the scripts and ensure that from a global perspective, we’re crafting a story that’s truly compelling.”
As a producer Matsuhashi has developed what he calls the “right production ratio.” “First and foremost, the story has to be interesting,” he said. “Then it needs to be turned into an interesting script. Then you bring in an excellent director and crew and assemble a great cast. I believe that only when these elements come together does a work come as close as possible to success.”
The proof that this “ratio” is indeed right is Matsuhashi’s sterling track record – the films he has produced passed JPY100 billion ($633 million) in cumulative box office this year.
His breakthrough was the “Kingdom” historical action/drama series, which is set in China’s Warring States period and is based on a popular manga. Launched in 2019, it now totals five feature entries.
The start, Matsuhashi said, came when Sanford Panitch, who was then in charge of international production for Sony Pictures, approached him about making local films for Japan. “I asked him if he wanted to fill a production quota with three films or revolutionize Japanese movies,” Matsuhashi recalled. When Panitch opted for the latter, Matsuhashi brought him a concept for three “Kingdom” films. “I told him that the three-film package was a single business venture, so I wanted him to invest in it. I doubt there are many projects created with this kind of specific plan in mind.”
“And if you succeed, you can have an international success,” Maeda said. “And if you fail, everyone hates you.”
