MADRID – Geraldine Gonard, the former managing director of Madrid’s Imagina Intl. Sales, has hung her own shingle, Inside Content, a financing, co-production and pre-sales company focusing on content from Latin markets and Europe.
Inside Content is based out of Madrid. It will focus primarily but not exclusively on scripted TV, but has made its first move taking world sales rights to “The Night My Mother Killed My Father,” the latest comedy from Inés Paris (“Miguel and William”).
Inside Content play off two major assets: Gonard’s now extensive experience in film and TV sales, having served as managing director and COO at IIS from 2007 to 2015, sales and then general director at Grupo Pi (2001-06), and as a sales exec at Sogepaq (1997-2001); the vibrant lift in the international TV drama business in the last two-to-three years which Gonard, heading up IIS, Spain’s main scripted drama export house, has experienced first hand and indeed, when it comes to Spain, help drive and channel.
“Scripted TV is a hugely active sector. The film sector is increasingly moving into TV series production. It’s a great moment to be in the business,” Gonard told Variety.
She added: “There’s also a large need for a bridge between series creators, especially at smaller companies, and broadcasters and international producers, whether structuring organic co-productions or even in such aspects as marketing, presentation of the bible, the package.” Opportunities to bring in an international distribution company on a project in early development have also increased, she added.
French-born, but Madrid-based, Gonard will also look to serve as a link between not only Spain and her native France but Europe and Latin America. “There is a lot of co-production in Northern Europe,” she said. “There is much less in Southern Europe. But a significant number of key Latin American TV players are driving into higher-end TV drama. OTT platforms have evolved audience needs.”
As broadcasters, under large fiscal pressure in stagnant or contracting ad markets, seek to tap into high-end drama and other ambitious pay TV players look to create signature shows for their services, there is a growing need for international co-production.
Also, “audiences are embracing stories from around the world. Who would have thought 10 years ago, they’d be interested in a series about a drug-dealer in Colombia?” she said in reference to “Narcos,” pointing also to ratings for the Baltasar Kormakur-created “Trapped” on Gallic pubcaster France 2.
Gonard will work a two-way street working with companies outside Spain and Latin America looking to link into these markets, and vice-versa. “As soon as I see a content, I know which territory and channel it will work in and on,” Gonard said. Currently, there are very few independent executives not tied to a company with that knowledge of the Latin TV world.
Produced by Beatriz de la Gandara and Jose Luis Rancaño, “The Night My Mother Killed My Father” will screen in competition at Spain’s Malaga Festival and segue to the Cannes Film Market. A crazed huis clos feature with a strong Spanish cast, the dinner-long comedy plays out as a 40-year-old actress (Belen Rueda, “The Orphanage”) makes a desperate bid to persuade her crime writer husband (Eduard Fernandez, “Biutiful”) to give her the lead role in his next film. He’s more interested in snagging the services of a famed Argentine thesp (Diego Peretti, “The German Doctor”). When her ex (Fele Martinez, “Bad Education”) turns up with his current girl-friend, who gets the hots for the actor, tensions escalate. Screenplay is by Paris, in collaboration with Fernando Colomo (“South From Granada”). “This is perfect title for a remake,” said Gonard.