Speaking at the Iberseries & Platino Industria conference in Madrid, Amazon MGM execs Javiera Balmaceda and Nicole Morganti offered a candid look at how the streamer decides which non-English language projects to back, pointing to “Zeta” in Spain and “Venganza” in Mexico as examples of taking bigger swings in genre.
The two executives said Amazon’s international teams are in frequent creative contact, sharing scripts, casting ideas and talent. “We share talent globally — actors, creators, writers and authors,” said Morganti, Prime Video head of international originals, Italy & Southern Europe.
The real work, however, comes when a project needs to be sold internally.
Morganti said “Zeta,” an espionage actioner starring Mario Casas and produced by Pablo Isla’s Fonte Films, was a chance to prove that Spain could deliver a big action movie with a distinctly Spanish identity. “Spain has a strong ability to make action,” she said, noting that the film also benefited from its mix of action, family and emotion. The movie ranked among Amazon Prime Video most watched Global Top Ten hits earlier this year.
Balmaceda, head of international originals, Latin America, Canada and Australia for Prime Video & Amazon MGM Studios, described “Venganza” as a similar bet for Mexico. The challenge was convincing Amazon that a Mexican production could deliver the scale and action 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.
Neither project was an automatic greenlight. Morganti said the teams had to make the case around directors, talent and production capabilities. “You have to keep pushing and show the different elements of why the project could work,” she said.
That willingness to take risks extends beyond action. Morganti pointed to Spanish-language horror, a genre that was once treated as niche, as another area where Amazon has seen the market expand.
Success can also open the door to sequels and franchises, although Balmaceda said those opportunities don’t necessarily have to be engineered from the beginning.
“When you have a success, you naturally look at the audience and the fans around it,” she said. “The important thing is not necessarily to manufacture a franchise, but to recognize when an audience wants more.”
For creators pitching Amazon, the executives stressed conviction over quantity. Morganti’s advice was straightforward: “You need an original idea and, above all, to really believe in it. Know what you want to tell and why it matters.”
Balmaceda also emphasized having a clear point of view. “Passion matters,” she said, arguing that creators should know which story they want to tell rather than arrive with a menu of interchangeable concepts.
Reflecting on Latin America, she noted that its challenge is not necessarily a lack of talent, but a shortage of experience and opportunities to work at scale.
“Sometimes what’s missing is experience, craft or simply the opportunity to do something at scale,” she said.
On “Venganza”, a relection of Amazon MGM and El Estudio producer Pablo Cruz‘s push for genre at scale, Amazon brought Bulgarian action specialists to work with the Mexican crew, giving local filmmakers the chance to learn from an experienced international team.
The discussion comes as Amazon has announced a $2 billion-plus investment in Latin America through 2030, including spending on local content.
Balmaceda also pushed back on the idea that mass popularity and quality are mutually exclusive. “A hugely popular global title can still involve excellent production, substantial budgets and exceptional talent,” she said.
Morganti described the current moment for Spanish-language entertainment as a “renaissance,” while saying Amazon’s pipeline remains active. “We’re continuing to develop many projects, and there will be significantly more coming from 2028 onward,” she said, adding that the company is already looking toward 2029 and 2030.
John Hopewell contributed to this article.