Prime Video launches localized user experiences in Southeast Asia

Amazon has commissioned its first slate of Southeast Asian originals for its Prime Video streaming service, as the company has launched localized versions of the platform in three key Southeast Asian markets: Indonesia, Thailand and The Philippines.

Three new versions of situational improvisation comedy challenge format “Comedy Island” have been ordered by the streamer, one for each country. “Comedy Island: Indonesia,” “Comedy Island: Thailand” and “Comedy Island: Philippines” are all scheduled to launch next year. The format sees eight comedians and performers stranded on a remote island and forced to take part in bizarre role-playing games.

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 and director Banjong Pisanthanakun, as well as “How To Fake It In Bangkok,” from Halo Productions, with Ananda Everingham executive producing.

The originals will be supplemented with licensed local content, Korean series and some Japanese anime. Indonesian titles coming to the service include “Perfect Strangers,” a local version of the Italian hit, which launches October 17; “Ashiap Man,” directed by Atta Halilintar, and horror movie “Kuntilanak 3,” directed by Rizal Mantovani and starring Julie Estelle.

Content from Thailand includes pandemic thriller "The 100," coming-of-age thriller "The Up Rank," and action drama "My True Friends: The Beginning." The Philippine offerings are comedy drama “Big Night,” romance “How To Love Mr. Heartless,” and surreal drama “Whether The Weather Is Fine.” Moreover, imported content filling out the localize launch slates include the Korean romantic film “Nothing Serious” and the blockbuster Japanese anime “Demon Slayer.” Ron Howard’s Thai cave rescue film “Thirteen Lives” is also set to debut on the service.

“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,”  commented Josh McIvor, Director of International Expansion at 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,”  he added.