NEW YORK — The Danish directors who patented the vigorously anti-commercial film movement Dogma 95 may soon be directing ads for American TV.
Zentropa, the production banner for Cannes Palme d’Or-winner Lars von Trier (“Dancer in the Dark”), Thomas Vinterberg (“The Celebration”) and an array of northern European directors has inked a worldwide deal with the international commercial and representation firm @ radical.media.
With offices in New York, L.A., London, Paris and Sydney, @ radical will now rep Zentropa for all commercial production outside of Scandinavia, with Zentropa repping @ radical inside Scandinavia.
“It’s a logical extension of what they do, and an opportunity to market the Zentropa brand in other hot ad markets,” said @ radical co-head John Kamen.
“They’re very entrepreneurial,” he said of the Zentropa commercial directors, whose ranks now include Norwegian filmmaker Peder Norlun, Swedish filmmaker Jonas Zachrisson and the Danish fashion photographer Henrik Bulow. Both von Trier and Vinterberg have directed commercials in Europe.
Zentropa co-owner and executive producer Peter Aalbeck Jensen spearheaded the deal with @ radical. Other Zentropa personnel expected to play a key role in the joint venture are co-owner Jes Thomsen and exec producer Therese Oliver.
Spots produced by @ radical include award-winning ads for such clients as Nintendo, Nike, Mastercard, Levi’s and Coca-Cola. It’s a diversified media company with a hand in film, TV and Web productions.
@ radical is co-producing Terry Gilliam’s next film, “The Man Who Killed Don Quixote,” which begins principal photography next month. It also produced Frank Todaro’s feature “Above Freezing,” now airing on HBO, and was involved in the production of the forthcoming New Line pic “The Cell.”