Luiz Toledo, the former director of investments and strategic partnerships at Spcine, the São Paulo Film Commission, has unveiled Filomena Productions. This new private-sector consultancy aims to bridge gaps between emerging audiovisual hubs in Brazil, Latin America, and the global South, and established international markets.
Toledo, a key figure in São Paulo’s film and TV scene, played a pivotal role in launching São Paulo’s cash rebate program for foreign and Brazilian productions in 2019. The program, later enhanced in 2023 by São Paulo state, helped position São Paulo as a dominant and internationally-focused hub for film and TV in Brazil. Toledo also spearheaded global collaborations, bringing in $366 million for the sector through Spcine’s International Department.
With Filomena Productions, Toledo plans to expand his efforts to elevate the global South’s film and TV industries. The consultancy will provide a range of services designed to drive growth, including facilitating co-productions, securing international investment, and developing market entry strategies for companies looking to expand globally. The goal is to connect filmmakers from emerging markets with established industry players, helping to establish sustainable global networks.
“By working closely with governments, industry stakeholders, and creatives, Filomena Productions aims to empower the global South to become a more significant player in the global film industry, amplifying diverse voices,” Toledo said.
In addition to co-productions and investment attraction, Filomena will offer strategic guidance for navigating international film festivals and markets, maximizing exposure, and securing distribution deals. The consultancy will also assist governments in the global South in developing policies to support and grow their audiovisual industries.
Filomena has already signed a contract with Brazil’s Mixer Films, known for HBO Latin American Original “El Negocio” and the award-winning film “Besouro.” More significant partnerships are expected to be announced soon.
The launch of Filomena comes at a crucial moment for Brazilian film and TV, with the country gaining significant international attention. Walter Salles’ Oscar-shortlisted “I’m Still Here” earned a Golden Globe for Fernanda Torres, and the Netflix/Gullane-produced series “Senna” became the most expensive Brazilian series to date. Premiering in late November, “Senna” remained in Netflix’s Top 10 non-English TV charts for weeks.
“This is a special time for Brazil as a key production center,” Toledo remarked. “Filomena’s mission is to show that the global South can deliver high-quality productions at lower costs and with fresh narratives, offering something different from the repetitive franchises dominating the global market.”
However, the global landscape for TV production is shifting. After peaking in 2022, TV season orders from major global streaming services in Brazil are expected to drop by half in 2024, according to Ampere Analysis. This global trend is driving production companies to seek co-production partners and financing outside Brazil, Latin America, and the global South.
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