Amazon MGM Execs Explain How Spain and Mexico Won Big Action Bets

Two Amazon MGM executives used the stage at the Iberseries & Platino Industria conference in Madrid to explain how the streamer decides which non-English language projects deserve its biggest bets — and named "Zeta" in Spain and "Venganza" in Mexico as proof that Spanish-language action can compete at scale.

Javiera Balmaceda, head of international originals for Latin America, Canada and Australia at Prime Video & Amazon MGM Studios, and Nicole Morganti, Prime Video head of international originals, Italy & Southern Europe, said Amazon's international teams stay in constant creative contact, trading scripts, casting ideas and talent. "We share talent globally — actors, creators, writers and authors," Morganti said.

The harder work happens inside the company. Neither "Zeta" nor "Venganza" received an automatic greenlight. Morganti said the teams had to build the case project by project, around directors, talent and production capabilities. "You have to keep pushing and show the different elements of why the project could work," she said.

"Zeta," an espionage actioner starring Mario Casas and produced by Pablo Isla's Fonte Films, became a test of whether Spain could deliver a large-scale action film with a distinctly Spanish identity. "Spain has a strong ability to make action," Morganti said, adding that the film also benefited from combining action with family and emotion. The movie ranked among Prime Video's most-watched Global Top Ten titles earlier this year.

Balmaceda described "Venganza" as the equivalent bet for Mexico. The challenge there was convincing Amazon that a Mexican production could match 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.

On "Venganza" — a reflection of Amazon MGM and El Estudio producer Pablo Cruz's push for genre at scale — Amazon brought in Bulgarian action specialists to work alongside the Mexican crew, giving local filmmakers hands-on experience with an international team. Balmaceda framed Latin America's obstacle not as a lack of talent but as a shortage of practice at scale. "Sometimes what's missing is experience, craft or simply the opportunity to do something at scale," she said.

That appetite for risk extends past action. Morganti pointed to Spanish-language horror, once treated as niche, as another genre where Amazon has watched the market expand.

Success also opens the door to sequels and franchises, though Balmaceda cautioned against engineering them from day one. "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, both executives stressed conviction over volume. "You need an original idea and, above all, to really believe in it. Know what you want to tell and why it matters," Morganti advised. Balmaceda added that creators should arrive with a clear point of view rather than a menu of interchangeable concepts. "Passion matters," she said.

She also rejected the notion that popularity and quality pull in opposite directions. "A hugely popular global title can still involve excellent production, substantial budgets and exceptional talent," she said.

The discussion comes as Amazon has announced an investment of more than $2 billion in Latin America through 2030, including spending on local content. Morganti called the current moment for Spanish-language entertainment a "renaissance" and said 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 planning toward 2029 and 2030.