Pic part of drive to boost domestic films' market share

Bruno Bettati’s Chilean shingle Jirafa Films has boarded rock band saga “Miguel San Miguel,” Matias Cruz’s fiction feature account of Chile’s most famous band, Los Prisioneros.

“Miguel,” now in post, is also produced by Chile’s Guapo Films. Pic, shot in black and white by Cruz, is set in 1981 and follows the birth of a high-school band that made waves bringing punk attitude, influenced by the Clash, to Chile under dictator Augusto Pinochet.

Jirafa and other Chilean shingles, producers’ org APCT and privately run promotion board CinemaChile are staging a drive to increase Chilean films’ domestic market share — which languished at 5.3% last year.

APCT and Chilean exhibitors met late April to discuss a deal for screening Chilean pics, including discussions of release dates, number of prints, transit of prints and installation of ad material. Chile has only 320 screens and massive concentration in the exhibition sector. The biggest loop, Cinemundo, has nearly a 50% share of screens.

They huddle again in early June, Bettati said. Exhibitors fear screen quotas, which already operate in Argentina.

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