Pons Scares Up New Genre Label

Ms Entertainment joins Spain’s vibrant horror fare scene; sets Asmodexia as first movie

Emili Pons has launched Barcelona-based low-cost genre label Ms Entertainment to exploit the demand for Spanish or English-lingo fright fare.

First movie to roll at Ms Entertainment will be Asmodexia, the feature debut of Catalan Marc Carrete, whose shorts — Mal cuerpo and slasher pic Castidermia — bowed at Catalonia’s Sitges Festival in 2011 and 2012, respectively.

The Spanish-language horror film unspools over five days in the lives of an exorcist and his granddaughter, working in the Barcelona area.

Screenplay is by Sitges fest deputy director Mike Hostench and Carrete, from his original idea. Asmodexia goes into production Aug. 26, with Hostench taking an associate producer credit.

Speaking at Cannes, Hostench described Asmodexia as a more realistic exorcism movie than most, where location is incredibly important.

Ms Entertainment marks a departure from most Spanish genre labels. With a long career in commercials and marketing, Pons and his fellow Ms shareholders will make films outside the state subsidy system by tapping private investment.

Shingle will also target new media, including VOD and subscription VOD.

Hostench will be involved establishing connections for Ms with the English-speaking market.

Ms joins Barcelona’s vibrant horror scene, which includes Rodar y Rodar (The Orphanage), Nostromo Pictures (Grand Piano), Roxbury (Painless) and Filmax (REC).

The Ms launch comes as young Spanish directors are increasingly turning to genre and thrillers for their feature debuts. “It always happens in economic downturns: Genre saves the day. Maybe not the whole of the day, but part of it,” Hostench said.

Emilio Mayorga contributed to this report.

Popular on Variety

More Film

  • Editorial use onlyMandatory Credit: Photo by

    Richard Williams, 'Who Framed Roger Rabbit' Animator, Dies at 86

    Renowned animator Richard Williams, best known for his work on “Who Framed Roger Rabbit,” died Friday at his home in Bristol, England, Variety has confirmed. He was 86. Williams was a distinguished animator, director, producer, author and teacher whose work has garnered three Oscars and three BAFTA Awards. In addition to his groundbreaking work as [...]

  • Instinct

    Locarno Film Review: 'Instinct'

    Now that “Game of Thrones” has finally reached its conclusion, releasing its gifted international ensemble into the casting wilds, will Hollywood remember just what it has in Carice van Houten? It’s not that the statuesque Dutch thesp hasn’t been consistently employed since her startling 2006 breakout in Paul Verhoeven’s “Black Book,” or even that she’s [...]

  • Good Boys Movie

    Box Office: 'Good Boys' Eyes Best Original Comedy Opening of 2019

    Universal’s “Good Boys” is surpassing expectations as it heads toward an estimated $20.8 million opening weekend at the domestic box office following $8.3 million in Friday ticket sales. That’s well above earlier estimates which placed the film in the $12 million to $15 million range, marking the first R-rated comedy to open at No. 1 [...]

  • Pedro Costa’s 'Vitalina Varela' Wins at

    Pedro Costa’s 'Vitalina Varela' Triumphs at Locarno Film Festival

    The 72nd Locarno Film Festival drew to a close Saturday with Portuguese auteur Pedro Costa’s dark and detached film “Vitalina Varela” coming away with several awards together with superlatives from segments of the hardcore cinephile crowd, including jury president Catherine Breillat. In announcing the Golden Leopard prize for the film, as well as best actress [...]

  • Vitalina Varela

    Locarno Film Review: 'Vitalina Varela'

    Frequently beautiful compositions and the theatrical use of a fierce kind of artifice have long been the hallmarks of Portuguese auteur Pedro Costa, regarded by a small but influential group of aesthetes as one of the great filmmakers of our era. For those in tune with his vision, the director’s films offer an exciting lesson [...]

  • Notre dame

    Locarno Film Review: 'Notre dame'

    Not to be too cynical about it, but might the recent horrific fire in Paris’ cathedral attract audiences to a film in which the gothic gem plays a major role? It’s likely a wiser marketing strategy than promoting the unrelenting silliness of Valerie Donzelli’s oh-so-kooky comedy “Notre dame,” the writer-director-star’s return to contemporary Paris following [...]

  • Nordisk Film & TV Fond Announces

    Nordisk Film & TV Fond Backs Joachim Trier, Ole Bornedal, Yellow Bird

    Nordisk Film & TV Fond has announced three features, two series and a documentary set to receive $1.4m in financing, as well as distribution, dubbing and cultural initiative support recipients. Doing so, it highlights some of the key titles moving forward in the Nordic region. Already backed by the Danish Film Institute’s largest ever grant [...]

More From Our Brands

Access exclusive content