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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.