Audio-Visual Producers Summit 2023

2nd edition of the Audio-Visual Producers Summit

The Audio-Visual Producers Summit 2023 in Trieste ended with a positive outcome: the importance of rethinking international partnerships.

The second edition of the Audio-Visual Summit turned the spotlight on the Italian and International audiovisual industry in the delicate moment of the writers’ and actors’ strike in Hollywood. During the high-level keynotes and panel, several panelists commended the quality of recent independent films, and, at the same time, they cautioned that many of these films might struggle to gain recognition in a world dominated by “vertical integration”. Hollywood producer Albert Berger expressed concern, stating that most artful films are not getting the opportunity to be seen in theatres. Due to the impact of Covid, which shifted people away from the habit of going to theaters, streaming platforms have stepped in to fill the void, particularly for mature and dramatic content. He also added that his company’s recent movies had been made outside the studio system, not hiding the challenges in this approach, as it has become increasingly difficult to secure a position within the distribution system.

Disney’s Daniel Frigo urged the Italian industry to prioritize the establishment of guidelines for streamer content quotas while also being cautious not to “overproduce” an excessive amount of content.

Producer Gale Anne Hurd pointed out that a significant number of international films remain inaccessible to the majority of consumers. While film festivals have stepped in to fill this gap to some extent, those who reside outside major festival cities are often deprived of the opportunity to experience these films. Additionally, many of these films are not readily available on streaming platforms, limiting their exposure to a broader audience.

The Summit brought in front the importance of international partnerships that could be the solution to the marketing challenges faced by independent films. Marketing to independent audiences is not a simple task and calls for a complete rethinking of traditional approaches. Working together with international partners could offer fresh opportunities, and some American producers emphasized the willingness to look beyond Los Angeles for such collaborations.

The summit is organized by Cinecittà for the Directorate General of Cinema and Audiovisual of the Ministry of Culture in association with APA (Audiovisual Producers Association), with the support of MiC, MAECI, the Italian Trade Agency, the Friuli-Venezia Giulia Region, and with the collaboration of Promo Turismo FVG and FVG Film Commission. The Motion Picture Association (MPA), the Producers Guild of America (PGA), CNC (Centre National du Cinema et de l’image animee), and Unifrance will also be actively involved in the event, facilitating the involvement of numerous personalities from the North American industry.

The Italian Trade Agency -Los Angeles Office has coordinated the U.S. delegation composed of 18 producers, creatives and industry heavyweights. Click here to view the complete Program of the Summit with the list of the delegates.

July 19th

Panel: “The Producer’s Role”

In this opening session of the Summit, Hollywood producers analyzed the role of film and television producers in the United States. They were joined by leading Italian producers, members of APA (Audiovisual Producers Association in Italy), whose work has brought great international attention to the Italian entertainment industry. The speakers provided an overview of how the role of the producer is evolving, how the work is changing in Europe, and the special attention the American market is paying to Italy. They also discussed content creation in today’s increasingly complex market scenario.

Gale Anne Hurd, the producer of The Walking Dead, expressed her concerns about the absence of co-production agreements between the United States and European countries. She highlighted that many industry professionals, including herself, have had to partner with countries like Canada and the UK, which do have such agreements. Hurd emphasized the need for legitimate co-production agreements between the United States and European countries and called for collective action towards achieving this goal.

She also shared her experience of facing challenges in securing distribution for her latest film project, “The YouTube Effect”.

Indie projects have been gaining attention recently, particularly after SAG-AFTRA granted exemptions to several of them. This includes TV drama The Chosen and films Mother Mary and Death of Unicorn, provided they are truly independent and not affiliated with the AMPTP.

In Italy and Europe, international productions are focusing on attracting indie U.S. partners who meet these guidelines. Many projects have faced challenges due to SAG-AFTRA’s Global Rule One, which prevents SAG cardholders from working on non-unionized productions worldwide. However, some producers see a window of opportunity to secure work while labor issues are addressed in the U.S. As a result, the number of meetings between major European and American content creators has reportedly increased since the actors’ strike began.

Gary Lucchesi, former President of the Producers Guild proposed a solution to the ongoing strike “Nobody is asking if producers might be good intermediaries between WGA (Writers Guild of America) and SAG (Screen Actors Guild) unions. Many producers have been agents, have held [senior] positions and know how to speak to people. We are problem solvers, at the end of the day — every day we’re trying to solve the problem.”

Speakers:

Luca Barbareschi – Founder and Artistic Director, Eliseo Entertainment

Albert Berger – Co-Founder, Bona Fide Productions

Luca Bernabei – CEO, LUX Vide

Daniel Frigo – Country Manager Italy & Turkey and Head of Studio Distribution Italy, The Walt Disney Company Italia Gale Anne Hurd – Producer

Gale Anne Hurd – Producer

Gary Lucchesi – Former President, Producers Guild | Current Chairman International Committee, Producers Guild | Partner, Revelations Entertainment

Shelby Stone – Film and Television Development / Production Executive & Consultant

Moderator: Riccardo Tozzi – Co-Founder and President, Cattleya

July, 20th

Panel: “The Value Of Producing in Italy”

This panel explored the value of production in Italy from the point of view of valorizing the territory, the workforce, bringing excellent examples such as the case study carried out by MPA on the second season of “The White Lotus”, entirely filmed in Sicily, with production experts from HBO, NBC Universal and with the Italian producers of international series.

Speakers:

Stan McCoy – President and Managing Director, MPA

Marco Valerio Pugini – Executive Producer, Panorama Films

Jay Roewe – SVP, HBO

Federico Scardamaglia – CEO, Compagnia Leone Cinematografica

Veronica Sullivan – Senior Vice President, Head of Global Production External Affairs and State & Local Government, NBCUniversal

Moderator: Barbara Bettelli – Lawyer and Co-Founder, BeLaw

Panel: “Artificial Intelligence Has Opened Pandora’s Box for the Creatives Industries”

Artificial Intelligence has become the focus of discussions around the world. This panel explained what generative AI means for the audiovisual industry, the challenges and opportunities, the main legal and political issues.

Speakers:

Lori MCCreary – CEO, Revelations Entertainment

Stephen Saltzman – Head of the International Entertainment Group, Fieldfisher LLC

Per Stromback – Editor Neutopia

Moderator: Andrea Appella -Visiting Professor, King’s College London

The Future Value of Independent Producer #1

Panel: “Creative Independent Producers, Look to Indie Film for Series New Financing Models.”

The panel focused on different business models, by exploring new opportunities and challenges for independent producers: internationalization, co-production strategies in different territories, packaging, international co-development agreements, financing and distribution models pioneered by the independent film industry.

Speakers:

Lars Blomgren – Head of International, Media Res Studio

Marco Chimenz – Co-CEO, Cattleya

Rachel Eggebeen – Chief Content Officer, Amplify Pictures

Morad Koufane – Head of International Scripted Series, France Télévisions

Davide Nardini – Head of Scripted, Amazon Originals

Nicola Serra – CEO, Palomar S.p.A.

Moderator: Gaia Tridente – MIA | Mercato Internazionale Audiovisivo, Director

July 21st

The Future Value of Independent Producer #2

Panel: “How to Develop and Produce Series for a Global Audience”

This session featured an ensemble of international producers exploring how to develop and produce innovative and surprising series designed for a global audience.

Speakers:

David Bernad – Producer, “The White Lotus”

Nicola De Angelis – Co-CEO and Head of Development and International Coproductions, Fabula Pictures

Lucia Gervino – Head of Production, A&E Studios

William Horberg – Producer, “The Queen’s Gambit”

Roberto Sessa – Founder, Co-owner and CEO, PICOMEDIA S.R.L.

Danna Stern – Executive Producer, Global Content Executive

Moderator: Gary Lucchesi – Former President, Producers Guild | Current Chairman International Committee, Producers Guild | Partner, Revelations Entertainment.

Panel: “Going International. Packaging and Talents”

In this session, US execs and reps discussed why are Americans interested in working in Italy and the rest of Europe and what they want in a business relationship with a European partner. They explored whether has there has been an uptick in the level of interest from US talent to work abroad. They analyzed trends in the US/European co-production business from a creative perspective and talent engagement. Alessandra Rainaldi, the Trade Commissioner of the Italian Trade Agency-Los Angeles, presented our website Italy Meets Hollywood.

Speakers:

Arvand Khosravi – SVP, Head of Scripted Television Strategy, FIFTH SEASON

Dave Brown – Partner, Echo Lake Entertainment

Ted Miller – Head of Global Television, Creative Artists Agency

Melissa Myers – President and Partner, Kinetic Content

Moderator: Sean Furst – CEO, GPS

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