EXCLUSIVE: Canadian producer Attraction has added former Just For Laughs boss Bruce Hills to its ranks for an international, English-language programming push.

Hills will become an executive producer and strategic advisor to the Montreal-based company, primarily working on continued expansion of English-language production and development of projects for the international market.

Hills is a legendary comedy producer who over more than four decades with Just For Laughs helped turn it from a local Canadian operation into the world’s largest comedy festival. He also worked with Saudi Arabia’s general entertainment body and live-events firm Sela to build the controversial Riyadh Comedy Festival last year, as we reported at the time.

Attraction is known for the likes of Netflix documentary series Who Killed the Montreal Expos, Prime Video format LOL Quebec, the first international version of Deadliest Catch: Northern Edge, which was for Rogers Media, and doc series Forensic Factor and West Harbour Heroes for Crave and How Did They Fix That? for Paramount. Having primarily worked in French-language programs, Hills’ addition will supercharge English-language development for Canadian, U.S. and international audiences.

“Bruce’s arrival represents an exceptional opportunity for Attraction,” said Richard Speer, President and CEO of Attraction. “Through his international experience building a comedy juggernaut like Just For Laughs, Bruce brings an unparalleled ability to identify and develop talent-led projects that align perfectly with our growth ambitions.

“Combined with his extensive global network and deep understanding of the marketplace, he will play an important role in accelerating our English-language and international expansion.”

While at Canadian comedy company Just For Laughs, where he was President, Hills oversaw development and production of more than 1,500 specials, and deals with the likes of Netflix, Prime Video and Hartbeat Productions. In total he spent almost four decades at the company before exiting. Hills now leads his own venture, Bruce Hills Entertainment.

“Attraction has an impressive track record, a strong entrepreneurial culture, and a clear vision for growth,” said Hills. “What attracted me most was the energy of the team and its ambition to develop projects that can travel across markets and connect with audiences around the world.”