Amazon Prime Video’s upcoming comedy series Bait, created and led by Riz Ahmed, is set for an early premiere at one of the world’s top film festivals. The show will debut at the 2026 Sundance Film Festival ahead of its global streaming release on Prime Video that same year.
The festival, which runs from January 22 to February 1, 2026, will feature Bait in its special Episodic category. This category is dedicated to independent television and streaming series. The announcement was made by Amazon MGM Studios, which shared the news on its social media accounts. Riz Ahmed had previously revealed the series’ title, Bait, at the Amazon Upfront UK event in late 2025.
Core Story and Main Cast
Bait is a half-hour comedy-drama centered on Shah Latif, a struggling actor in London. His life is turned upside down when he seems to finally land the perfect role that could launch his career. Instead of leading to success, this opportunity throws him into a confusing and chaotic situation he never expected. The official description says the character is thrust into “a full-blown existential crisis and conspiracy at the same time”.
Riz Ahmed, who is the show’s creator, writer, executive producer, and star, shared his personal connection to the project. He said, “I’ve wanted to tell this story for a long time. It’s personal, bold, and a lot of fun”.
The confirmed cast includes Guz Khan, who is known for the series Man Like Mobeen. The series marks Riz Ahmed’s major return to television since his Emmy-winning role in the 2016 HBO limited series The Night Of.
Why a Sundance Premiere Matters
The Sundance Film Festival is famous for launching groundbreaking independent films. Its Episodic program showcases selected television and streaming series, often providing them with significant early attention from critics and the industry. A premiere at this festival is a notable sign of creative ambition and signals that the series is being positioned as a standout project.
The 2026 festival is particularly historic as it will be the final edition held in Park City, Utah, its home for over 40 years. The festival will then move to Boulder, Colorado in 2027. The 2026 lineup features a mix of star-studded premieres and independent discoveries, with Bait listed among projects that already have distribution secured.
“The 2026 Sundance Film Festival will be a truly pivotal and memorable moment as we celebrate artists and their visionary works,” said Amanda Kelso, Sundance Institute Acting CEO.
People Behind the Scenes
Bait is a product of Riz Ahmed’s first-look deal with Amazon, established through his production company, Left Handed Films. The show is executive produced by Ahmed alongside Allie Moore (Left Handed Films) and Ben Karlin, a veteran comedy producer known for Modern Family and The Daily Show. Ahmed and Karlin are also serving as the showrunners. Other executive producers include Jake Fuller and Roopesh Parekh.
The writing team is diverse, featuring Dipika Guha, Prashanth Venkataramanujam, Karen Joseph Adcock, Azam Mahmood, and Fatima Farheen Mirza. The series is a production of Jax Media, Left Handed Films, and Amazon MGM Studios.
Vernon Sanders, Head of Television at Amazon MGM Studios, praised the project, stating, “Riz Ahmed is a gifted writer, actor, and producer, and we have been energized by his passion. Led by Riz and the hilarious Ben Karlin… this series is sure to delight our global Prime Video customers and make them laugh”.
Other Projects at Sundance 2026
Bait is part of a broader Episodic lineup at Sundance 2026. Other series premiering in the same category include The Screener, FreeLance, Soft Boiled, Worried, Murder 101, and The Oligarch and the Art Dealer. The wider festival program features highly anticipated films with major stars like Natalie Portman, Jenna Ortega, Ethan Hawke, and Olivia Wilde. The festival’s overall selection for 2026 is noted for having a significant number of comedies and stories about human connection.
Also Read:
- Survivor 49 Runner-Up Sophi Balerdi Reflects on Her Gameplay and Journey in Exit Interview
- Speed and Love Episodes 19-20: Release Info, Episode Recap, and New Episode Preview
- Wonder Man First Official Clip Out: Simon Williams Meets Trevor Slattery
- Netflix’s Assassin’s Creed Casts Laura Marcus, Its Youngest Series Regular Yet
- Georgie & Mandy’s First Marriage Showrunner Confirms Major Season 1 Twist Will Be Resolved After Hiatus
- It: Welcome to Derry Season 2 Plot: 1935 Story, Time Twist, and Bob Gray Details
Release Schedule and What to Expect Next
While the exact release date on Prime Video is not yet confirmed, the pattern suggests the series will become available to stream sometime after its festival debut in early 2026. No teaser or full trailer has been released publicly as of December 2025.
Following the Sundance premiere, more details about the full cast, additional plot information, and promotional material of Bait are expected to be released. The show is part of Amazon’s ongoing strategy to develop distinctive, creator-driven projects for its global audience.
Also Read: Patrick Wilson Reveals How Martin Scorsese’s Film Directly Shaped Apple TV’s New Cape Fear Series
