Ghislain Barrois: "With the crisis, when the public goes to the cinema they don't want to be disappointed"

Ghislain Barrois, CEO of Telecinco Cinema, takes stock of the excellent results of Spanish cinema in 2012 and states that "we all thought that this year was going to be the end of the world because all the news from the film industry was devastating, with a 15% drop in market share in August. The comeback was at the last moment".

Telecinco Cinema has once again become the driving force of Spanish cinema in 2012, contributing 56% to achieving the highest market share by box office in this industry in the last 27 years with 17.9% of investment, which translates into 106 million euros, according to data published by the Federation of Associations of Spanish Audiovisual Producers (FAPAE). figures of outstanding relevance after the increase in VAT on cinema tickets and the general decrease in access to cinemas, which is around 6%.

According to FAPAE, the share achieved by our cinema reached peaks of up to 55.6% in October and 40.4% in November, months in which Telecinco Cinema led the billboard with The Adventures of Tadeo Jones and The Impossible, whose combined collection stands at more than 58.5 million euros and 7.8 million viewers. an absolute record in Spain for the same production company.

Ghislain Barrois, CEO of Telecinco Cinema, takes stock of these figures and states that "we all thought that 2012 was going to be the end of the world because all the news from the film industry was devastating, with a 15% drop in market share in August. The comeback has been at the last moment, undoubtedly concentrated in the premieres of The Adventures of Tadeo Jones and The impossible", says Barrois.

"Both have worked because they are well-rounded films that do not disappoint, they go from what they are and do not pretend to be anything else. With the crisis, when the public goes to the cinema they do not want to be disappointed, and both were safe bets. Mediaset España's promotional campaign has contributed greatly to this, without which both films would also have worked, but would not have broken the records they have achieved," added Barrois.

Ghislain Barrois says that "this is the model to follow from now on, an example of how to act in the future with the experience we already have when it comes to generating events, although a promotion like this can only be developed with projects like these and not every day, because by definition events do not happen on a daily basis".

"The Impossible and The Adventures of Tadeo Jones are the clearest example of our way of working, which consists of revaluing our most rounded projects so that they have a place in the international market and make it easier for them to enter the great promotional machinery of Mediaset Spain. Although at Telecinco Cinema we have a small structure, our references are the big studios because with some of our films we compete directly with them. All this without forgetting the search for and support for new talents, a task that we have never stopped doing," explains the CEO of Telecinco Cinema.