A Globo Filmes celebrates 25 years of contribution to national cinema. With a portfolio of 500 films and an accumulated audience of 260 million viewers, the Grupo Globo co-producer establishes itself as one of the main contributors to the Brazilian film industry.
Looking at this history, which has the highest box office sales in national cinema and many awards and nominations, is a source of pride for us and fuel to continue helping to form an audience for our Brazilian films, comments Erick Brtas, director of Digital Products and Paid Channels at Globe.
Founded in 1998, Globo Filmes was a landmark during the period known as Cinema of Resumption, when national cinema recovered after a crisis in the 90s, through tax incentives and support for cinematographic production. The co-producer stood out for using its communication system and experience in audiovisual productions to promote the Brazilian cinema industry. Its approach involved artistic contributions and marketing efforts, taking advantage of the power of the broadcaster’s ecosystem in promoting films in commercial calls and the participation of actors and directors in the broadcaster’s entertainment and journalism programs. Globo.
Simone Oliveira, who has led Globo Filmes since 2020, highlights the company’s ongoing mission to tell varied stories that reflect Brazil on the big screen.
In these 25 years, we have shown the plural and multifaceted history of Brazil through the diversity of our cinema. Globo Filmes was created at the time of the resumption of national cinema, showing the strength of our stories and bringing dialogues about the past, our present and reflecting on the future to the screen. We love cinema and seek to build partnerships that boost and strengthen Brazilian audiovisual on all screens, not only in Brazil, but also with visibility abroad, comments the head.
The 25th anniversary celebration includes a series of events and initiatives. A film narrated by Alton Graa presents a reinterpretation, created by 25 Brazilian artists, of 25 iconic posters from the co-producer’s feature films. These posters will also be displayed at the Cinemateca Brasileira during the 47th São Paulo International Film Festival.
We re-present some of the most successful works by reinterpreting the posters of 25 films by 25 different artists. This enchantment provokes curiosity for a brand so connected to seventh art, declares Alexandre Nego Lee Popoviski, senior creative manager at Globo.
The celebration party took place at Circo Voador, in partnership with the Brazil Channel, was attended by personalities from the audiovisual and cultural world. Furthermore, Globo Filmes plans to participate in important events, such as Vibra Open Air, the Rio Festival and the aforementioned São Paulo International Film Festival.
At Vibra Open Air, the largest open-air cinema in the world, more than 10 Brazilian feature films are scheduled to be shown, including the recent My Name Gal, Our dream e Provisional Measure. The event takes place at the Jockey Club in Rio de Janeiro (RJ) until October 22nd. To close with a flourish, the classic The Auto da Compadecida will be the final attraction of the event. The public will also have the opportunity to watch unreleased excerpts from Great Sertoby Guel Arraes, scheduled to premiere in 2024.
In the 25th edition of the Rio Festival, which runs until October 15th, Globo Filmes has 15 feature films nominated for different categories at Premire Brasil and participates in two conversation tables to debate female diversity in audiovisual, with the participation of Las Bodanzky, Sabrina Fidalgo, Simone Oliveira and Carolina Rapp, and mediation by journalists Renata Boldrini and Bruna Scot.
The 47th edition of the São Paulo International Film Festival will feature six Globo Filmes co-productions. At the opening of the Mostra’s market event, scheduled for October 26th, the brand will present the table on female diversity in audiovisual, with the participation of Las Bodanzky, Anna Muylaert, Luiza Schelling, Viviane Ferreira, Simone Oliveira and mediation by Fernanda Lomba . Still on the 26th, Simone will participate in the Frum da Mostra, at a panel on audience training, led by journalist Ana Paula Souza.
Visibility, plurality and entertainment for all audiences
The company continues to invest in diversity, both in its film catalog and in professionals in front of and behind the cameras, with films such as Pedgiowhich follows a toll collector mother in search of a gay cure for her son and Pa 2a sequel to the 2007 hit that marks the return of Lzaro Ramos. Another film that enriches the company’s repertoire is the documentary Mundurukniadirected by indigenous women from the Munduruku Audiovisual Collective Daje Kapap Eypi, focused on the struggle of the Munduruku people to rescue their culture, defend their territory and the Amazon.
These projects reinforce the plurality of Globo Filmes, which has in its portfolio notable and award-winning films such as What time does she come back?, Like our parents, To Our Children, Marighella, Provisional Measure, Rare Flowers and numerous other projects.
Since the beginning of its operations, the co-producer has also invested in feature films for children and young audiences, as an important tool in building a new generation of spectators for national cinema. Upcoming releases such as Noah’s Ark, Blue Building Detectives 4 e A Perfect Adventure from the School of Geniuses join highly successful titles such as Simo, the Tricky Ghost, Xuxa and the Duendes, Pluft the Little Ghost and franchises like Monica’s Gang.
As a way of contributing to the strengthening of national cinema, Globo Filmes also supports film festivals and exhibitions, as well as the promotion of campaigns focused on encouraging cinema.
To continue telling stories that represent Brazil, the government’s resumption of investment in cinema was essential. The screen size is important because it prevents blockbusters foreigners occupy more than 2/3 of the rooms. a way to protect national culture and the public’s opportunity for choice. We cannot have more than 90% of the theaters occupied by a single film. The screen quota exists in several countries and has boosted the development of many film industries, such as France and Korea, points out Simone Oliveira.
Perspectives for the future
The Covid-19 pandemic has changed consumer habits. With more options, the public is more demanding and seeks to be surprised.
After the pandemic, there is no longer any certainty of success. What we have seen in world cinema is that even big franchises need to renew themselves to remain attractive to new generations, who are the most present in cinema. Dialogue with contemporary themes, the use of nostalgia or adaptations connected to new times, seem to be a path for the content. We need creative campaigns that generate buzz, expectation and desire among the target audience, to generate engagement on networks and amplify the message, reflects Simone.
Among the next goals are new business models and advertising on Globo’s windows.
We have delved into data and research to guide our choices and enhance releases, in addition to seeking to understand the new consumer and working in a strategic and integrated way to bring about the desire to watch Brazilian films in cinemas. Our content team works in partnership with the directors and screenwriters of the feature films to achieve a strong product, always respecting authorship. The marketing team works directly with distributors and producers to ensure the best publicity and reach for the films, with major campaigns on the Globo platforms, concludes the production company leader.
Globo Filmes has more than 30 projects in development, including films by renowned directors such as Kleber Mendona Filho and Juliano Dornelles, Sandra Kogut, Jeferson De, Felipe Bragana, Zahy Tentehar and Vitor Brandt.
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