10 · 21 · 10

Fondo Proaudiovisual approves first cinematographic projects

Araceli Calva Translated by Gobi Stromberg

At a press conference Thursday, Alejandro Ramírez, president of the Morelia International Film Festival, presented Hugo Villa, production director of the Mexican Institute of Cinematography (IMCINE) and Manuel Sandoval, director of strategy and innovation of ProMexico. He indicated that FICM celebrates the existence of these incentives because, in addition to stimulating the Mexican film industry, they generate an important cash flow in the country.

ProAudiovisual’s general objective is to promote investment in the cinematographic and audiovisual industry through the bestowal of national and foreign support geared to stimulate internationalization and foster the export of the industry’s services, while promoting national economic development.
[Within this program,] the percentage that will be given to the beneficiary producer on behalf of the Fund, will be up to 7.5 percent of the total of eligible expenses transacted and registered in Mexico, amounting to a maximum of 70 million pesos per production project or 20 million pesos for the post production stage of audiovidual works and/or interactive audiovisuals.

In this conference, which took place within the 8th Morelia International Film Festival, Manuel Sandoval announced that in its first Extraordinary Session, that took place on the Oct. 15, the Subcommittee of Support for the Cinematographic and Audiovisual Industries authorized the requests for financing that were submitted by the producers for the direct stimulus, as a reimbursement.

Hugo Villa indicated that Cristiada, How I spent my summer vacation and Houba! le marsupilami et L’Orquidée de Chicxulub, fulfilled the requirements in the applications for their approval; and currently they are considering a fourth project.

The authorities indicated that in order to propel this platform and attract foreign filming projects, they are giving attention to all aspects of this endeavor, such as the implementation of a platform that would give attention to film and audiovisual projects that involve the creation of a team of specialized executives who could facilitate the process of development in Mexico, as well as the specific accords with diverse agencies of the federal government to define the windows of attention and procedures in a clear and simplified manner.

In this way, Hugo Villa added, Mexico could become highly attractive for foreign productions, because it already possesses great talent in the various spheres of the audiovisual industry. He explained that by taking these measures, Mexico could become an important competitor in the area of international production, and situate itself in a favorable position in the market.

Incentives and figures

How I Spent My Summer Vacation (USA) was produced in México by Redrum S.A. de C.V. for Icon Production; it was filmed from March to May of 2010, and represented a direct outflow of 139,631,151 pesos. It employed 2,800 extras and 263 Mexican technicians, specialized in production. It was directed by Adrián Grünberg, produced by Stacy Perskie, and starred Mel Gibson, Daniel Giménez Cacho and Dolores Heredia.

Cristiada (México), produced by New Land Films S.A. de C.V., was filmed between March and August this year; its direct expenditure in Mexico was 150,225,177 pesos. The film generated a total of 252 specialized jobs and employed 3,500 extras. Its director is Dean Wright and it features Eva Longoria, Andy García and Peter O’Toole.

Houba! Le Marsupilami et L’Orquideé de Chicxulub (France) is produced in Mexico by Pura Vida Producciones S.A. de C.V. for Chez Wham. Its filming will take place between October and December of this year. The estimated direct expenditure in Mexico will be about 97,666,162 pesos.  It is calculated that it will generate approximately 229 specialized jobs and that it will hire about 770 extras. This film will be directed by Alain Chabat and will star Gerard Depardieu and Julie Delpy.