Brands as co-producers for cinema
Common Sense hosted an informative conference on cinema's potential as a mechanism to reach out to consumers10/06/2010
Meeting
The conference featured a presentation of the film industry given by Àlex Navarro from Media Antena Catalunya and Elena Rué from Catalan Films, as well as a case study of the film Planet 51, which was offered by Carlos Astorqui from Ilion Studios. Ramon Santos, from Price Waterhouse Coppers, analysed the legal framework and the tax benefits in film; and finally, there was a round-table discussion with all of the event's participants, which primarily included representatives of general consumer product companies that might be interested in getting into the film production sector.
With this initiative, Common Sense aims to bring cinema and commercial brands closer together. According to the company, the current market is ideal for these types of ventures, as many brands seek to produce contents beyond their products, to generate affinity with their target audiences, while the film industry is in need of new channels of financing that will enable it to compete in Europe and internationally.
In fact, just recently on 1 July, at a conference organized by the ICAA and Audiovisual Aval SGR, which explored the potential sources of financing and investment for film production, Ignasi Guardans pointed out that "from now on, to put a production together, producers will no longer be able to knock at the same three doors as always: the ministry, the autonomous community and the television broadcasters. This model is now over. From now on, they'll have to go knocking at a host of other doors to get a minimum return on investments".