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Welcome to Global Breakouts, Deadline’s strand in which, each fortnight, we shine a spotlight on the TV shows and films killing it in their local territories. The industry is as globalized as it’s ever been, but breakout hits are appearing in pockets of the world all the time and it can be hard to keep track. So we’re going to do the hard work for you.
This is week, we’re heading to Japan via Portugal to hear about Freeze, an entertaining format in which contestants need to stay still while faced with loud noises, jumps, comedy situations and even robot arms, all designed to make them move and lose money. Japan is famed for its wacky formats and distributor Fremantle has proven the concept can travel by landing three season commissions for the show in Portugal, just six months after adding it to the catalog.
Name: Freeze
Country: Japan
Network: Prime Video Japan, TVI
Producer: Fany Studios
For fans of: Hole in the Wall, Taskmaster, LOL: Last One Laughing
Distributor: Fremantle
Freeze began life during the pandemic as a gameshow for Prime Video in Japan, where many of the zaniest programs have come from down the years. For format enthusiasts, this is the country that literally spawned a program titled I Survived a Japanese Gameshow. Two seasons of the Fans Studios show ran on Amazon’s streamer before Fremantle snapped up the format distribution rights on the eve of the London TV Screenings in February.
The fact that within five weeks a deal with Portuguese network TVI had been struck for a remake was testament to its appeal. That the channel has since ordered two further seasons since — three in less than six months — is striking, even in the fast-moving world of international format adaptations. “The Portuguese market has an affiliation with these out-there, crazy shows,” says Chris O’Dell, Fremantle’s Head of Global Entertainment Production.
He notes that Taskmaster, Alex Horne’s comedy challenge show, and shows such as Hole in the Wall (another Japanese format) are popular in Portuguese primetime, meaning it wasn’t a huge surprise when the quick turnaround order came in. Fremantle Portugal made the series, allowing its sales execs more insight into mechanics. “Nothing is ever an easy sell, but taking this to networks is made easier by pointing to those past shows,” says O’Dell.
“It’s a relatively new addition to the unscripted catalog, but because the Japanese version was there, we cut a promo and the world saw it at the Odeon Cinema in Leicester Square. Since then, we’ve been marketing it hard.”
The comedy gameshow asks contestants in a studio to compete one simple task: stay still. The catch is that all manner of silly, surprising and shocking arrivals and interventions will attempt to disrupt them as they attempt to wait out a win and collect a prize. Think jump scares, creepy crawlies and even a giant robot arm that descends to annoy the contestants by rubbing their faces and sticking fingers in their ears and noses. No speaking, launching, moving or deep breathing is permitted — as Fremantle execs are saying, “It’s survival of the stillest.”
Episodes are standalone and seasons can be sized up or down. Cost-wise, it’s at the lower to middle end of the market and new buyers have a bible informed by both the Japanese original and newer Portuguese show. TVI’s show featured big name celebrities in teams of three. “Seeing celebrities in this crazy environment is a big attraction,” says O’Dell. “It’s fun, silly and not an over-demanding watch. You don’t have to follow the rules or a long-term narrative, but you can drop in and every few minutes there will be something funny.”
“Laughter is never out of vogue”
Running under the local title Congela, the debut ratings were impressive, marking TVI’s best entertainment launch for 18 months. The show ranked as Portugal’s number one non-sports show of the day on a Saturday dominated by international football and also exceeded TVI’s ABC 25-54s share by 57%.
Portugal, as O’Dell notes, is a territory that is “not nervous” about quick turnaround formats, something that isn’t shared everywhere around the world. However, for those markets where weekend night light entertainment remains a mainstay, Freeze can “fill a slot for the broadcaster that is crying out for a bit of Saturday night fun.”
“My view is that laughter is never out of vogue,” adds O’Dell. “Whether slapstick is back on trend or not, Freeze is ultimately just a very funny show. It’s an antidote to everyday life. It has great promos, is full of great visual moments and allows for flexibility in the schedule. I like to think it could be trailblazer for a whole range of crazy new slapstick shows.
