Conference Paper: Sony Pictures Entertainment, International Operations, and the Local Language Production Strategy: The Contemporary Case of Brazil Film Co-‐Productions:
Courtney Brannon Donoghue, University of Texas – Austin, cour...@utexas.edu
Sony Pictures Entertainment’s systematic localization efforts mark a turning point towards globalization, conglomeration, and convergence in the structures and processes of media institutions worldwide. This paper explores the trans/national nature of SPE beyond the production and distribution of its English-‐language content. Instead, this analysis will illuminate the complexities surrounding Sony’s local language film production strategy and how it operates within one distinctive industry—the Brazilian film market. The first section explores the nature of Sony Pictures Entertainment as a global media company through academic literature on Global Hollywood, convergence, and media localization. The next section outlines SPE’s general local language production strategy by distinguishing it from the more dominant English-‐language production strategy, key LLP locations, and people involved in developing the strategy. The remainder of the paper describes the current market conditions for Brazilian cinema and their LLP unit operates within the industry and its cultures of production. By examining Sony’s LLP strategy from an institutional perspective and then how it operates within one industry, this paper illustrates how important local industry conditions (particularly financing mechanisms) and a willingness to adapt to cultures of production determine the success of these co-‐ productions and the local unit. Based on field research, industry interviews, and trade coverage, the analysis of mid-‐level processes within Sony’s Brazilian LLP unit reveals a more nuanced and translocal view of the conglomerate’s filmed entertainment divisions, local production strategies, and general international operations beyond the English-‐language blockbuster.
(2010, dir. Daniel Filho): http://www.youtube.com/watch?v=blb0CDyPEH8
Filhos De Francisco – A História De Zezé Di Camargo & Luciano
Theatrical trailer (2005, dir. Breno Silveira):