All3Media International brings dynamic content lineup to APEX Content Market 2025
This is a special feature from the AIME Dubai 2025 issue of PAX Tech, on page 18.
All3Media International is bringing Becoming Madonna to APEX Content Market in Dubai
After attending the APEX Content Market in Lisbon last year All3Media International is heading to Dubai for the 2025 event, bringing with it an array of content across a host of genres. From premium documentaries and delightful travelogues to gripping crime dramas and psychological thrillers, the U.K.-based distributor will showcase scripted and unscripted content that is thoughtfully curated for the MEASA region.
Emily Lawn, Global Inflight Sales Executive at All3Media International
“Content such as documentaries, travel shows and light-hearted scripted content like All Creatures Great and Small tend to travel well in the region due to the universal themes and family-friendly nature,” Emily Lawn, Global Inflight Sales Executive at All3Media International, tells PAX Tech, adding that the content-only focus of the event allows her to get a feel for what airlines are interested in at present.
A dynamic lineup for Dubai
TV Drama Series Black Snow, Season 2
As part of its dynamic content lineup in Dubai, All3Media International is showcasing films and series across a range of genres from unscripted reality shows to scripted psychological thrillers and character-led dramas.
Leading its unscripted slate is Becoming Madonna, an intimate, insightful film that tracks Madonna’s rise to global superstardom.
“It’s an extraordinary portrait of the global superstar that shows her in a completely new light and I am really excited to introduce this,” Lawn reveals.
The natural history series Parenthood, which follows animal parents across the globe as they raise children, is also part of the distributor’s lineup. Lawn notes that the family-friendly nature of the show, which features never-before-seen footage, makes it hotly anticipated.
The aforementioned All Creatures Great and Small, recently returning for its fifth season, remains popular on airlines and will also be part of All3Media International’s lineup for APEX Content Market Dubai.
“We always see our travel content and destination specific series connecting with IFE customers as these deliver great content to get passengers excited and provide a taste of the country they are visiting,” Lawn explains.
All3Media International’s travel catalogue covers adventure shows such as all versions of Race Across the World, stunning location focused series like Jewels of The Mediterranean, and entertaining travelogues like Travel Man: 48 Hours in… which shows viewers how to make the maximum out of a mini break, covering cities such as Prague, Marseille, Dublin and Split.
Lawn says she is looking forward to bringing The Traitors U.K. and U.S. versions to airlines, confirming that the third seasons of both these widely viewed versions will be at APEX Content Market.
In the distributor’s scripted lineup, there are two seasons of The Gold, the acclaimed heist series starring Hugh Bonneville, Jack Lowden and Dominic Cooper, as well as the second season of The Ex-Wife, a psychological domestic thriller.
Also on the roster are The Island, U.K.’s first premium Gaelic drama, and the drama Protection, led by Happy Valley’s Siobhan Finneran.
“We’re also excited to be bringing Ellis, a sharp character-led detective drama starring Sharon D Clarke to our IFE clients,” Lawn says.
Finding comfort in content
Traitors UK, Season 3
When it comes to charting recent trends in IFE content for airlines, Lawn reveals that nostalgic comedy series are having a comeback.
“There has been an increase in demand for our back catalogue comedy titles like Fleabag, Peep Show and Green Wing,” she says. “Passengers often like tuning in to shows they have seen and loved before in order to relax and unwind.”
While nostalgic comedy remains king as the ultimate comfort-watch for travellers inflight, Lawn explains that content featuring A-List talent is always attractive to buyers, especially for drama, when competing against big studio titles.
“Last year our most popular titles were The Tourist led by Jamie Dornan and Joan led by Sophie Turner,” she says.
Lawn cites the benefits of attending the APEX Content Market, including meeting with CSP’s and airlines in person, with an exclusive focus on content, while buyers are in the mindset to shop for this year’s titles.
