Netflix decides not to market new Israeli series outside of Israel

After receiving some shocking news, two best friends travel from Jerusalem to Krakow for a football match, hoping to leave their troubles behind.

The new Netflix Israeli series "Bros" (known in Hebrew as "Through Fire and Water") will be marketed by the streaming giant only in Israel despite the original plan to promote the comedy in 190 countries worldwide.

The series, created by and starring Israelis Guy Amir and Hanan Savyon, was initially set to premiere on the platform in October. However, due to the October 7 attack, the premiere was postponed. Later, it was rescheduled for January 2024 and then postponed again.

According to Ynet, the series will be available on Netflix, but only to the Israeli audience and without the usual extensive advertising support that accompanies platform premieres.

Sources within the production company say they planned a wide premiere aimed at a global audience. However, Netflix preferred to release it in a toned-down manner. According to the producers, the streaming platform fears a negative reaction from the audience to an Israeli product.

The dramedy "Bros" tells the story of two longtime friends, Pini and Nisso, co-owners of a bar in Jerusalem and fans of the Beitar Jerusalem soccer club. Their friendship is tested when their lives take unexpected turns, their bar faces closure, and their favorite team is set to play the most important match in its history.

The series was filmed in Israel, Poland, and Georgia.