RioFilme Aims to Bring Netflix’s ‘Boys From Brazil’ and MipTV to the Heart of Rio!

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Over the past few weeks, RioFilme has been exceptionally busy. This prominent city-supported audiovisual fund in Latin America had a first-time appearance at Cannes’ Marché du Film and is now preparing to debut its own stand for the first time at Rio2C, the bustling creativity event that spans from May 27 to June 1 across Latin America.

The Rio2C stand is jointly organized with Quanta, a São Paulo-based studio and post-production company that secured the right for a 30-year lease on the expansive Polo Rio Cine Video complex in Rio de Janeiro. This complex, constructed by City Hall, contains seven studios completed by 1988. Quanta has spent $15 million on renovations and additional studio construction, aiming to have a total of 15 fully functional studios at the Polo Rio site by March 2026.

At this exhibition, attendees can expect a display of cutting-edge technology in the tech industry. They’ll have opportunities to attend talks about virtual production and motion capture. The critically acclaimed Brazilian film “The Rogue’s Trial” by Guel Arraes and Flávia Lacerda will be highlighted as an example of modern techniques used in Brazilian productions. RioFilme will also participate in various discussions, such as one focusing on the future of Brazilian audiovisual production alongside Alex Braga from Ancine and Marcio Tavares, the executive secretary of the Ministry of Culture. During this panel, RioFilm is set to reveal a new R$100 million ($18 million) incentive program.

In a conversation with EbMaster in Cannes before Rio2C, Leonardo Edde, the president of RioFilme, discussed their global expansion plans, expressing their search for the “Copacabana of audiovisual.” This term, used by the executive, is reminiscent of Lady Gaga’s groundbreaking free concert on Copacabana Beach, which drew over 2 million viewers to its shores in early May and generated significant international interest.

As I search, I’m on a quest to discover the Lady Gaga of audiovisual content, highlighted by Edde. The city of Rio is primed for such a grand production, boasting facilities capable of housing major Hollywood productions. Moreover, it offers an enchanting blend of urban charm and breathtaking natural landscapes that make it an ideal backdrop. Today, Rio stands ready to shine on the global stage.

A suitable undertaking that aligns with such grand aspirations could be the Netflix series adaption of Ira Levin’s novel “The Boys From Brazil.” This project, as stated by Edde, is being actively pursued to film in Rio. The series will star Jeremy Strong, who is recognized for his role in “Succession,” and is developed by Peter Morgan, the mastermind behind the critically-lauded Netflix show “The Crown.” Morgan is penning the adaptation and will serve as an executive producer, alongside Suzanne Mackie of Orchid Pictures.

By the first quarter of 2025, Rio made up about 80% of the Brazilian film industry’s market share. Notably, Rio has risen to become one of the world’s most frequently filmed cities, outstripping renowned cinematic locations like Paris and Mexico City. In 2024 alone, Rio exceeded Paris’ numbers by approximately 40%, granting permission for 8,782 filming days across 505 different productions.

Edde mentioned that our aim is not only to surpass Madrid, which once boasted 12,000 shoot days at its peak, but to overtake it entirely. To achieve this, we require a talented workforce and are putting significant resources into training, both technically and artistically. We’ve set up technical courses that run alongside high schools, ensuring students graduate as audiovisual technicians.

The president of RioFilme further emphasizes that one key objective for 2025 involves attracting more international film productions. To facilitate this, we offer a cashback program for out-of-city productions and a dedicated initiative for international ones. Our aim is to showcase the city on a global scale. We’ve come to Cannes in search of a significant production to bring back to Rio. Essentially, our mission is to foster business opportunities. Despite being a public entity, RioFilme operates as a business.

The cash refund program offered by Rio City to foreign film producers, granting a return of up to 35% on money spent while filming in the city, debuted in 2022. In the subsequent three years, it has generated impressive outcomes: “We’ve almost tripled our investment with this rebate,” says the executive. “The return has been exceptionally quick. In the first year, it was quadruple our investment, the second year saw a sevenfold return, and we are currently implementing year three while preparing another cash refund offer for 2025.”

Edde explains that unlike numerous other cities which introduce alluring discount programs to boost demand, Rio’s rebate scheme addresses a “demand that had long been repressed.” He adds, “Rio is already a highly sought-after city with international renown, so the rebate has been in development for quite some time. Each year, we are growing more and more ambitious with it.

Despite RioFilme operating independently within its domain, Edde has been swift to commend the efforts of the Ministry of Culture and the federal backing they’ve received under the Lula administration, after experiencing cultural reductions during the Bolsonaro government. “Our connection with the federal government is strong and productive because Rio serves as a symbol of the nation, and we aim to be a prominent example for the country’s audiovisual sector.

As a passionate movie lover, I’m thrilled to share that Daniel Celli, leading the Rio Film Commission, is collaborating with the federal government on the formation of a long-anticipated National Film Commission. For me, this commission is pivotal for the prosperity of Brazil’s film industry. Ideally, we should establish a national commission that serves as a unifying platform across the country, while respecting the autonomy of existing regional commissions in individual states and cities. This, I believe, presents both a significant challenge and an immense opportunity for the federal government.

Despite placing high importance on international connections, RioFilme remains dedicated to local initiatives. Currently, we have two primary industry events that allow us to engage with both audiences and professionals: Rio2C in the initial months of the year and the Rio Film Festival during the second half. A significant aspect of our strategy is reviving the Rio Film Festival as a prominent global event. Historically, it has served as a benchmark, and we aim to restore its former glory.

Additionally, Edde mentions that he and his team are actively trying to relocate MipTV to Rio de Janeiro, as the global B2B market seeks a fresh location following its departure from Cannes. He expresses enthusiasm, stating, “Now is Brazil’s time! Rio has an Oscar-winning film, ‘I’m Still Here,’ and growing national fascination with our domestic cinema. We are currently negotiating to host MipTV in Rio, and we aim to attract more significant events to the city.

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2025-05-27 19:49