International promo org to make market bow at Berlin’s European Film Market
RIO DE JANEIRO – In a wide-ranging alliance, most – if not all – of Rio de Janeiro’s top film-TV institutions and public-sector entities are teaming to launch a new international promo entity for its movie and TV industries, Films From Rio.
Unveiled Monday at the Rio Festival, Films From Rio will make its bow at the Berlin Festival’s European Film Market in February, followed by Cannes Festival’s Film Market in May. Up to 10 Rio producers will attend the EFM, where Rio will also promote itself as an international shoot and co-production locale.
Films From Rio is supported by Rio’s Inter-State Audiovisual Industry Union producers assn. (SICAV), the Federation of Industries of the State of Rio de Janeiro (FIRJAN), muscular film-TV invest fund RioFilme, the Rio Film Festival/RioMarket, investment agency Rio Negocios and the Rio Film Commission, which has just moved under the aegis of City of Rio.
Other fests/marts where Films From Rio is scheduled to have an institutional presence next year are June’s Shanghai Festival, November’s American Film Market and December’s Ventana Sur, in Buenos Aires.
In a back-up program developed by the Latin American Training Center and the Escritorio Cesnik, Quintino e Salinas, producers will be asked to attend two preparation sessions to analyze the commercial and legal aspects of their productions, projects or production services offers which they take onto the international market.
In another sign of just how seriously public institutions around the world now take the big movie marts, Films From Rio will offer logistic and other support to its attendee companies during events and debriefing sessions after every market.
Brazil already boasts an overseas promo org for its movies, Cinema do Brasil, which is based out of Sao Paulo and backed by the Sao Paulo State Audiovisual Industry Union (SIASP), though it has attempted to represent movies and companies from any part of Brazil.
It remains to be seen how Cinema do Brasil and Films From Rio will collaborate, if at all.
The movie-TV industries in Rio may now, however, have reached a critical size where its state and City Hall orgs want to be masters of their own destiny in what is now a crucial interface: Overseas markets.