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Prime Video Expands Nordic Originals with Feminine Perspective
Developing
In Short: Prime Video's push into Danish originals, spearheaded by the series 'Snake Killer,' has set a new milestone in the Scandinavian region, according to Amazon MGM Studios Nordics originals chief Emilia Widstrand.
Prime Video's push into Danish originals, spearheaded by the series 'Snake Killer,' has set a new milestone in the Scandinavian region, according to Amazon MGM Studios Nordics originals chief Emilia Widstrand. The series, starring Pilou Asbæk, has been a hit among male viewers, forming the backbone of Prime Video's audience in the Nordics.
However, Widstrand announced a strategic shift towards a more feminine point of view in future content. 'Moving forward, we’ll have a more feminine point of view,' she said, emphasizing the studio's commitment to diversifying its content mix.
Widstrand took on her role as Prime Video and Amazon MGM Studios Head of Nordic Originals in August last year, replacing Karin Lindström, who later joined HBO Max. In May, she expanded her responsibilities to include acquisitions duties following a restructure that saw the departure of Prime Video Nordics head Andreas Hjertø.
The studio's recent successes with unscripted shows have further informed this shift. 'We’ve really seen the appeal of female-led stories through global hits like The Idea of You and Pretty Little Liars, as well as unscripted shows like LOL: Last One Laughing,' Widstrand noted.
Prime Video is now leaning into both the female young-adult genre and Nordic crime, suspense, and psychological thrillers. 'We’re leaning into both the female young-adult genre, looking for local versions of the kinds of stories that have found an audience globally, as well as Nordic crime, suspense and psychological thrillers,' Widstrand explained.
The studio recently ordered a Swedish original, 'Sarek,' a four-part psychological thriller based on Ulf Kvensler’s debut novel about a group of friends on a hiking trip that takes a dangerous turn.
What's still developing
- “We’re really trying to build on that psychological thriller and crime vibe, doing it with strong creators and within established Nordic genres,” she told Deadline in an interview.
- What was your message to producers and the industry about what Amazon needs and is looking for from the Nordics?
- The two are credited internally with building Prime Video’s local originals team from scratch, making her the natural choice for the top post when it came available.