Banijay Entertainment Takes on You Laugh You Lose

Banijay Entertainment has taken on the global format rights across its 23 territories for the comedic challenge format You Laugh You Lose, from Yoshimoto, creator of LOL: Last One Laughing.

“You Laugh You Lose is a blockbuster comedy classic in Japan,” said James Townley, chief content officer of development at Banijay. “It’s playful, unpredictable and packed with international potential. The 24-hour scenario delivers escalating comedic tension, and the instant penalty gag adds a hilarious format beat. It is incredibly adaptable and complements our portfolio, offering our labels and clients a chance to craft a locally distinctive, market-defining hit.”

The format, which originally aired on Nippon TV in Japan beginning in 2006, places comedians inside a real-world location-based “day-in-the-life” scenario for 24 hours. Across the day, the players adopt characters, costumers and elaborate setups. The one rule is that they cannot laugh. If someone cracks, they face an immediate penalty. As the hours go by, the environment becomes increasingly chaotic, with engineered absurdities, pranks and surprise guests.

“We are truly honored to be working with Banijay Entertainment, home to one of the world’s largest production networks, to drive the international expansion of You Laugh You Lose (No Laughing),” said Hiroshi Fujiwara, director and VP of Yoshimoto. “We are proud to count it among Japan’s most popular variety shows, and we look forward to audiences around the world enjoying the format.”

Yoshimoto will continue to oversee distribution of the format outside of Banijay’s 23 territories.