Films are the best tool to sell the Spanish brand abroad. This maxim, stated yesterday by Carlos Cuadros, Director of the Spanish Institute of Cinematography and Audiovisual Arts (ICAA), at the presentation of the 6th annual “Spanish Film Screenings”, is one of the main reasons why this institution so strongly supports this market organized by the Spanish Federation of Audiovisual Producers (FAPAE), with collaboration from the Spanish Audiovisual Producers’ Rights Management Association (EGEDA), the Spanish Institute of Foreign Trade (ICEX), and the City and Region of Madrid.
For three days, June 19-21, the Cines Princesa and the Hotel Meliá Princesa will be hosting film viewings, interviews, bilateral meetings between buyers, and sales companies.
Participating in this edition of “Madrid de Cine” will be more than 150 Spanish sales agents and producers, along with international buyers from 75 companies from 29 countries. They will have exclusive big screen viewing of 45 Spanish titles and, in addition, access to hundreds of Spanish films at the video library set up for the event.
As far as the section for international media is concerned, the 24 international journalists (from the United Kingdom, France, Portugal, Italy, Belgium, Germany, the Czech Republic, Greece, the USA, and foreign correspondents from Central and South America) will have access to cast and crew of 20 Spanish films that will be premiering soon in their home countries. They will be able to see these films on VEOSPAIN, an innovative system offering viewings of the participating films to the international media via the Internet, through use of personal, non-transferable access codes.
Thanks to the “Screenings”, buyers and the international media will be able to see a selection of the best of Spain’s recent film productions. Among them are the latest works by filmmakers Enrique Urbizu (No habrá paz para los malvados), Jaume Balagueró (Mientras duermes (Sleep Tight)), Mateo Gil (Blackthorn), and Eduardo Chapero Jackson (Verbo), still to be released in Spain. However, they will also be able to see exciting films which have had their Spanish debuts, but still have a promising international circuit ahead of them. Chico & Rita by sponsor of this edition of the Screenings, Fernando Trueba, Flamenco, Flamenco by Carlos Saura, and Balada triste de trompeta (A Sad Trumpet Ballad) by Alex de la Iglesia are in this category.
FAPAE chairman Pedro Pérez took advantage of the occasion of the presentation to announce the Spanish share of box office sales thus far in 2011, for the period ending June 6. For this period, Spanish cinema has captured 14.5% of Spain’s market share (compared to 9.55% at the same time last year) and the most popular films of Spanish production thus far have been Torrente IV, Midnight in Paris, También la lluvia (Even the Rain), Primos (Cousinhood) and Pa Negre (Black Bread).