São Paulo Attracts Big International Shoots Like Michael Almereyda’s ‘Zero K’ as State Readies to Launch 20-Year Plan to Ensure Industry Stability

São Paulo has emerged as a major player in Brazil’s audiovisual landscape, attracting big-name directors like Michael Almereyda with projects such as his sci-fi thriller “Zero K.” The state’s efforts to establish itself as a hub for international productions have paid off, thanks to three years of investment in the industry.

According to Marília Marton, Secretary of Culture, Economy, and Creative Industries of Brazil’s State of São Paulo, stability is key. “We’ve had significant investments in the industry,” she notes, “and now we’re seeing the results.” With 1.6 million jobs at stake, Marton emphasizes the importance of predictability and continuity.

The Paulo Gustavo Law, a post-pandemic recovery initiative launched with R$2.8 billion ($571 million) in May 2023, played a significant role in setting the stage for São Paulo’s success. The law aimed to stimulate production and distribution incentives as well as create a local knowledge economy. Although the initial investment has been depleted, Marton remains optimistic about the industry’s future.

The Industry’s New Normal

São Paulo’s experience offers valuable insights for other countries struggling to stabilize their film industries. In an election year, cementing policies that benefit the sector becomes even more pressing. As Marton points out, “Governments come and go, but the state remains.” By investing in long-lasting policies, São Paulo has created a sense of stability that is hard to find elsewhere.

The state’s internationalization efforts are also paying off, with Netflix’s recent success with “Emergency Radioactive” further solidifying its reputation as a hub for big-budget productions. This is not an accident; the state has focused on building a robust infrastructure and nurturing local talent.

A Tale of Two Strategies

São Paulo’s approach differs from other countries’ more haphazard attempts to lure international productions. While some rely on offering cheap labor or attractive tax incentives, the state has focused on creating a comprehensive support system for producers. The São Paulo Film Commission, launched last year, played a crucial role in mapping 1,600 locations across the state.

This strategic approach acknowledges the industry’s complexities. As Marton notes, “The solution is not about a single strategy, it’s about coordinating efforts over an extensive period.” By taking a holistic view of the audiovisual production chain – from development to exhibition – São Paulo has created a foundation for sustainable growth.

The Road Ahead

As the state prepares to launch its 20-year plan, Plano de Desenvolvimento da Indústria Audiovisual Paulista (São Paulo’s Audiovisual Industry Development Plan), Marton is confident about the future. “We need to strengthen our reputation so we can come to events like the Marché du Film and know that people will take us seriously as possible partners.” With a renewed focus on international partnerships, São Paulo aims to cement its position as a major player in Brazil’s film industry.

As I watched the Marché du Film attendees bustling about, it was clear that São Paulo has set itself apart. By prioritizing stability, continuity, and cooperation, the state has created a model for other countries to follow. As Marton so aptly puts it, “We need to tranquilize the sector” – and with its bold initiatives, São Paulo is leading the way towards a brighter future for Brazil’s film industry.