Big studios have poured money into foreign-language films – but is this just a backdoor way to dominate overseas markets?
When the horror film The Orphanage opened big in its home country of Spain in October 2007, distributor Warner Brothers wanted director JA Bayona to know he was loved. “We call him Jota,” says Richard Fox, executive VP of international at Warner. “He’s an amazing Superman fan, and I had a piece of kryptonite from the Bryan Singer version sent to my hotel in Barcelona. After this huge opening weekend, we went to a fish restaurant on Monday night to celebrate. I got there early, so I was sat there with my box of kryptonite, looking at the portraits on the wall: Bill Clinton, Tom Cruise, Zinedine Zidane. When Jota arrived, I gave him the kryptonite, and a guy took a photo. We sat and had a three-hour dinner. When we left, whose photo was now above Clinton’s, but Jota’s?”Bayona – the Catalan fanboy making it global – had found himself a prime spot in one of cinema’s newest growth areas. The Orphanage went on to take $78m worldwide, one of the largest non-English-language crossovers of the decade. Partproduced by Warner, it was a trophy example of Hollywood’s entry in the noughties into what, in studio parlance, was called “local-language production”: developing, or picking up for distribution, foreign-language films in their native countries. Since Warner, Sony and Disney first set up such operations in the late 90s, there have been dozens of these works: A Very Long Engagement (Warner, 2004), Night Watch (Fox, 2004), My Name Is Khan (Fox, 2010), Heartbreaker (Universal, 2010), to name a few your DVD player may have gobbled. Last year, there were apparently as many as 100 associated with the major studios. Continue reading Is Hollywood backing a blessing for local-language films – or a curse?