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Luiz Toledo, the formerly highly active director of investments and strategic partnerships at Spcine, the São Paulo Film Commission, has launched Filomena Productions, a private sector consultancy which aims to help supply missing links between burgeoning audiovisual hubs in Brazil, Latin America and the global South and established international markets.
A mover and shaker on the São Paulo film-TV scene, Toledo was one of the architects of a pioneering Sao Paulo cash rebate for foreign and international Brazilian shoots – launched by São Paulo City Hall in 2019 and also embraced by São Paulo state from 2023 in a newly fortified edition.
Distinguished by requesting affirmative action policies in funding bids, along with a strong first wave of global streamer investment from 2016’s “3%,” through this November’s mega production “Senna,” the rebate has positioned Sao Paulo as not only the dominant but also most international-orientated of Brazil’s film-TV hubs.
Under his leadership, Spcine International Department attracted $366 million in business for its audiovisual sector, Toledo estimates. He also nurtured collaborations within Brazil, Latin America and in Africa.
Now Filomena Productions will further what Toledo loves – “boosting the international reach of productions and production companies,” he told Variety – but across a broad spectrum of consultancy services, aiming for the same growth and development of the global South industry, by offering a suite of consultancy services.
One objective is to facilitate co-productions: Connecting filmmakers and producers in emerging markets with partners in established film industries, Toledo told Variety. Filomena also aims to attract international investment, identifying and securing funding opportunities from global investors for promising projects originating from the global South, and develop and implement market entry strategies, assisting companies in expanding their reach into new international markets and building sustainable global networks, he added.
“By working closely with governments, industry stakeholders, and creative professionals, Filomena Productions aims to empower the global South to become a more significant player in the global film industry and to amplify diverse voices on the world stage,” Toledo said.
Two more services will be strategic guidance on navigating international film festivals and markets – offering expert advice on maximizing exposure and securing distribution deals – and assisting governments in the global South in developing and implementing policies to foster robust audiovisual industries: Working with governments to create a supportive environment for the growth of the audiovisual sector.
Filomena has inked a first contract with Brazil’s Mixer Films, producer of HBO Latin American Original “El Negocio” and multi-prized movie “Besouro.” Filomena is expected to announce more and significant consultancy arrangements shortly.
Its launch comes at a significant time of far larger overseas profile for Brazilian film and TV as Walter Salles’ Oscar shortlisted “I’m Still Here” won a best actress Golden Globe for Fernanda Torres, and the Netflix/Gullane produced “Senna,” launched Nov. 29 the biggest budgeted Brazilian series in history. It featured in Netflix’s Top 10 non-English TV charts for weeks.
“It’s a special moment for the international industry to see Brazil as a key production center. This is exactly the reason for creating Filomena. To ‘prove’ or guarantee to more developed film markets that the global South can deliver the same quality, but with lower prices and also new stories/narratives. The world can’t stand watching ‘Fast and Furious’ number 156 anymore,” Toledo told Variety.
Peaking in 2022 in volume, TV season orders by major global SVOD services looks to have halved in Brazil by 2024, according to Ampere Analysis.
That global streamer corrective has of course been felt worldwide. Increasingly production companies are looking outside Brazil, Latin America and the global South for co-production partners and financing.
Filomena should be kept busy.