LONDON — Seville Intl., eOne Films Intl.’s newly launched boutique sales arm, has taken international rights to Penelope Cruz movie “Ma Ma.” It will launch the project at Cannes, and will distribute the film directly in Spain.

Julio Medem directs the film, which is produced by Cruz, Medem and Morena Films. It tells the story of Magda, who responds to tragedy with a lust for life. The film, which also stars Luis Tosar and Asier Etxeandia, is being produced in association with Backup Media Group, and is co-produced by Mare Nostrum.

Cruz described “Ma Ma” as an “absolute passion project.” “I couldn’t be more delighted to have Julio on board to capture Magda and her compelling, complicated but universal story,” she added.

“This is a script we all fell in love with for its uncompromising emotion, and a beautiful story we could see the strong potential for locally and far beyond,” said Harold van Lier, president, eOne Films Intl. “There was a lot of bidding for ‘Ma Ma,’ but we just had to have it.”

Seville Intl. launched at the start of this month. Anick Poirier, VP of international sales for Seville Intl., is looking to build a strong line-up of independent arthouse films with crossover potential and award pedigree.

Van Lier added: “We plan to increasingly leverage relationships we have in creative communities within our own territories to complement Seville Intl.’s line-up with great arthouse films from directors we love, and that can aim at the best festivals and awards.”