Insights from Sony Pictures International Productions’ Shebnem Askin at TIFFCOM
At a recent keynote presentation at TIFFCOM, Shebnem Askin, who leads Sony Pictures International Productions (SPIP) and serves as Executive Vice President of Creative Production, discussed the company’s strategies for international film commissioning and acquisitions.
During her speech, Askin highlighted her current focus on acquiring action comedies and pursuing live-action adaptations of Japanese anime, pointing to these as key areas of interest for the studio.
Askin noted that Sony’s portfolio of local-language films is diverse, encompassing comedies, romantic comedies, and several horror films. She expressed an intention to broaden this spectrum even further. “Taking on my role during the pandemic, I sensed a desire from audiences for more lighthearted content, which might explain our recent comedy-heavy slate,” she said, mentioning that the studio hasn’t shied away from other genres, producing horrors and melodramas like the Argentine film The Heart Knows by Marcos Carnevale.
“We are currently developing another melodrama with Marcos Carnevale, but I’m actively searching for action comedies, which are quite challenging to find,” Askin added.
She also touched on the studio’s production of original content and adaptations of existing intellectual properties (IP). She cited the original film Scarlet by Mamoru Hosoda and adaptations like the historical action series Kingdom, based on a well-known manga. Askin’s role at TIFFCOM includes scouting for additional Japanese IPs that can be adapted for global audiences.
“Since arriving here, I’ve engaged in numerous promising discussions with companies producing remarkable anime stories,” Askin remarked. “We aim to explore potential anime films for live-action adaptations worldwide, which is a key mission for us at TIFFCOM.”
Global Adaptations and the Greenlighting Process at Sony
SPIP’s strategy includes producing a variety of remakes globally, such as the Spanish version of the Argentine film Ten Days Without Mom called Padre No Hay Más Que Uno, and adaptations in multiple countries of the French film Price Of Parenting.
Internationally popular Sony U.S. films like 50 First Dates, featuring Adam Sandler and Drew Barrymore, have seen adaptations in Japan, Mexico, and Thailand, with the Thai version currently in production. Other adaptations include a Mexican remake of the Japanese film Shall We Dance? and a Brazilian version of the romantic comedy Friends With Benefits, produced in collaboration with HBO Latin America.
Askin detailed Sony’s process for greenlighting international projects: “It starts with creative approval, but ultimately, this is a business, so each project requires a profit and loss assessment. For instance, for a German film, we would gather theatrical estimates from our director in Germany. With television values, we benefit greatly from Sony’s international sales team, who provide estimates from nearly every major country. This collective input, along with our enthusiasm for the project, propels it through the greenlighting stages, requiring at least five approving signatures to proceed,” she explained.
Additionally, Sony acquires local-language films for international distribution, including recent titles like the Chinese film YOLO, a remake of the Japanese 100 Yen Love, and other diverse films from Taiwan, Japan, Hong Kong, and Brazil.
Addressing acquisition strategies, Askin mentioned, “While we sometimes secure IPs before their release in their home markets, like with Price Of Parenting, we generally find that proven successes are reliable investments. If a film resonates strongly with its initial audience, it likely has universal elements that will appeal globally.”
Finally, Askin shared statistics on the market share of local-language productions, highlighting the significant role they play, particularly in Asia. For instance, local films dominate the market in India with an 89% share, followed by China at 80%, Japan at 76%, and South Korea at 61%. These numbers underscore the importance of local content in Sony’s global strategy.
Daniel Hayes is a business journalist with a focus on market trends, startups, and corporate strategies.
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