Press Report - MPA Latin America

Press Report
Scenario
The dissemination strategy for the study “The Economic Impact of the Brazilian Audiovisual
Sector” focused on In Press Oficina reaching out to the country’s leading media outlets.
In the weeks preceding the release of the article, In Press Oficina began negotiating
exclusive articles with the Folha de S. Paulo, as laid out in the communication and
dissemination strategy. In a relationship meeting, the general manager of MPA, Ricardo
Castanheira, presented the main findings of the study to reporter Guilherme Genestretti.
Next, public relations presented story ideas concerning the study to the newspaper O
Globo, which published an exclusive report on September 9. On the same day a four-minute
report was aired on the channel Globo News, about the study commissioned by the Motion
Picture Association.
Support
After the official release of the study, the press release about the contribution of the
audiovisual industry to the Brazilian economy was fragmented for use in sections on
business, culture and life style in Brazilian newspapers, magazines and websites, and outlets
specializing in cinema. Articles were published in outlets like R7, Gazeta do Povo, Tela Viva,
Diário do Comércio and the web portal Comunique-se, in addition to radio stations Jovem
Pan and Nacional.
A story idea on Brazilian family spending on culture was subsequently worked in, on
September 17. In addition to the exposure on various websites, MPA spokesman, Ricardo
Castanheira, granted interviews to radio stations CBN and Nacional.
The agency Radioweb also produced news reports that were disseminated through a
mailing list of 3,000 radio broadcasters throughout the country. On September 29, the Rio
International Film Festival held a press conference where the MPA study was also
presented. In Press Oficina provided the press release prepared for the launch and it was
used by the event’s public relations and by various media outlets such as: Agência Brasil,
the magazines Época and Exame, Brasil Econômico and The Hollywood Reporter.
On October 3, public relations produced a release highlighting the article by the CEO of the
Motion Picture Association of America (MPAA), Senator Christopher Dodd, where he
praised the Brazilian audiovisual sector for its dynamism and its potential for growth. The
article was sent to an extensive mailing list.
On October 20, In Press Oficina issued a press release in which MPA comments on the
findings of the study, regarding the development of the audiovisual sector in Brazil.
The text was duplicated on various websites, including: R7, Revista de Cinema and Segs.
An article featuring analysis of the audiovisual sector, also part of the communication and
dissemination strategy, written by Ricardo Castanheira, was published in O Estado de S.
Paulo, on November 11, in the newpaper’s business section.
It is also important to note the article published by Cacá Diegues in his September 20
column in the newspaper O Globo, in which the filmmaker cites the MPA study. The study
was also cited in an article by Bruno Wainer, the leading distributor of domestic film, for the
newspaper O Globo, in addition to other articles containing data from the study.
Clipping
Data: 09/09/2014
Veículo: O Globo
Link:
http://oglobo.globo.com/economia/cinema-injeta-19-bilhoes-por-ano-na-economiabrasileira-mostra-estudo-inedito-13874048
Data: 09/09/2014
Veículo: Globo News
Link: www.linhadiretacom.com.br/videos/av/090914EGN1947.wmv
Data: 09/09/2014
Veículo: R7
Link:
http://noticias.r7.com/dino/tecnologia-e-ciencia/industria-do-audiovisual-contribuicom-mais-de-r-19-bilhoes-por-ano-para-a-economia-brasileira-com-faturamento-bruto-anualde-r-428-bilhoes-09092014
Data: 09/09/2014
Veículo: Mundo do Marketing
Link: http://www.mundodomarketing.com.br/canais/releases/interna?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=65&releaseId=41148
Data: 09/09/2014
Veículo: Portal Comunique-se
Link: http://portal.comunique-se.com.br/index.php?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428bilhoes&partnerid=33&option=com_dino2&releaseid=41148
Data: 09/09/2014
Veículo: Jornal do Comércio
Link: http://jcrs.uol.com.br/site/noticia.php?codn=172492
Data: 09/09/2014
Veículo: A Crítica
Link:
http://acritica.uol.com.br/noticias/Industria-audiovisual-contribui-economiabrasileira_0_1208879117.html
Data: 09/09/2014
Veículo: Monitor Mercantil
Link:http://www.monitormercantil.com.br/index.php?pagina=Noticias&Noticia=158559&Cat
egoria=CONJUNTURA
Data: 09/09/2014
Veículo: Gazeta de Votorantim
Link: http://www.gazetadevotorantim.com.br//gazetaDINORelease&releaseid=41148
Data: 09/09/2014
Veículo: Nordeste News
Link: http://www.nordestenews.com.br/release/exibirrelease?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileiracom-faturamento-bruto-anual-de-r$-428-bilhoes&partnerid=6&Id=41148
Data: 09/09/2014
Veículo: Atualidade On-Line
Link: http://www.atualidadeonline.com.br/release/exibirdino?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileiracom-faturamento-bruto-anual-de-r$-428-bilhoes&partnerid=2&releaseId=41148
Data: 09/09/2014
Veículo: Blog da Comunicação
Link: http://www.blogdacomunicacao.com.br/20947/?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=16&releaseId=41148
Data: 09/09/2014
Veículo: Blog Notícias Populares
Link: http://amsoldera.blogspot.com.br/p/noticias-dino.html?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileiracom-faturamento-bruto-anual-de-r$-428-bilhoes&partnerid=15&releaseId=41148
Data: 09/09/2014
Veículo: Bonde
Link: http://www.bonde.com.br/?id_bonde=1-39--127-20140909
Data: 09/09/2014
Veículo: BR 24h
Link: http://br24h.com/cgi-sys/suspendedpage.cgi?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=131&releaseId=41148
Data: 09/09/2014
Veículo: Carta Jornal
Link: http://www.cartajornal.com.br/release/exibirrelease?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileiracom-faturamento-bruto-anual-de-r$-428-bilhoes&partnerid=7&Id=41148
Data: 09/09/2014
Veículo: Cenário Logístico
Link: http://cenariologistico.blogspot.com.br/p/noticia-dino.html?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileiracom-faturamento-bruto-anual-de-r$-428-bilhoes&partnerid=38&releaseId=41148
Data: 09/09/2014
Veículo: CIAS Brasil
Link: http://ciasbrasil.riweb.com.br/noticia.aspx?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=13&releaseId=41148
Data: 09/09/2014
Veículo: Diário de Canindé
Link: http://diariodecaninde.blogspot.com.br/p/giro-de-noticias.html?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=70&releaseId=41148
Data: 09/09/2014
Veículo: Expressa Mídia
Link: http://www.expressamidia.com.br/release/exibirrelease?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-com-faturamentobruto-anual-de-r$-428-bilhoes&partnerid=5&Id=41148
Data: 09/09/2014
Veículo: Falando da Notícia
Link: http://falandodanoticia.blogspot.com.br/p/blog-page_25.html?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=96&releaseId=41148
Data: 09/09/2014
Veículo: Falando de Gestão
Link:http://lw134265786750075721.hospedagemdesites.ws/?page_id=11616&title=industriado-audiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=79&releaseid=41148
Data: 09/09/2014
Veículo: Manchete Expressa
Link: http://www.mancheteexpressa.com.br/release/exibirrelease?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=52&Id=41148
Data: 09/09/2014
Veículo: Mídia Paulistana
Link: http://www.midiapaulistana.com.br/release/exibirrelease?title=industria-doaudiovisual-contribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=8&Id=41148
Data: 09/09/2014
Veículo: O Jornal de Hoje
Link: http://jornaldehoje.com.br/cinema-injeta-r-19-bilhoes-por-ano-na-economia-brasileiramostra-estudo-inedito-read-httpoglobo-globo-comeconomiacinema-injeta-19-bilhoes-porano-na-economia-brasileira-mostra-estudo-ine/
Data: 09/09/2014
Veículo: Portal Mais Notícias
Link: http://www.portalmaisnoticias.com/p/dino.html?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-com-faturamentobruto-anual-de-r$-428-bilhoes&partnerid=86&releaseId=41148
Data: 09/09/2014
Veículo: Primeira Comunicação
Link: http://primeiracomunicacao.com/release/exibirrelease?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-com-faturamentobruto-anual-de-r$-428-bilhoes&partnerid=3&Id=41148
Data: 09/09/2014
Veículo: Visto Livre
Link: http://vistolivre.xpg.uol.com.br/dino-noticias/?title=industria-do-audiovisualcontribui-com-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-comfaturamento-bruto-anual-de-r$-428-bilhoes&partnerid=115&releaseId=41148
Data: 10/09/2014
Veículo: Diário do Comércio
Link:http://www.diariodocomercio.com.br/noticia.php?tit=cinema_injeta,_por_ano,_r_19_bilhoes_n
a_economia_brasileira&id=140997
Data: 10/09/2014
Veículo: Tela Viva
Link: http://www.telaviva.com.br/10/09/2014/audiovisual-contribuiu-com-mais-de-r-19bilhoes-para-economia-brasileira-em-2009/tl/391443/news.aspx
Data: 10/09/2014
Veículo: O Estado do RJ
Link: http://www.oestadorj.com.br/dino/?title=industria-do-audiovisual-contribuicom-mais-de-r$-19-bilhoes-por-ano-para-a-economia-brasileira-com-faturamentobruto-anual-de-r$-428-bilhoes&partnerid=36&releaseId=41148
Data: 11/09/2014
Veículo: Gazeta do Povo
Link: http://www.gazetadopovo.com.br/cadernog/conteudo.phtml?id=1497825&tit=Cinemaemprega-mais-que-turismo
Data: 19/09/2014
Veículo: The São Paulo Times
Link: http://www.thesptimes.com.br/sp/familias-brasileiras-tendem-a-gastar-mais-comcinema-e-canais-por-assinatura/
Data: 20/09/2014
Veículo: Mato Grosso Notícias
Link: http://www.matogrossonoticias.com.br/economia/familias-brasileiras-tendem-agastar-mais-com-cinema-e-canais-por-assinatura/129800
Data: 20/09/2014
Veículo: O Globo – Coluna Cacá Diegues
Link: http://oglobo.globo.com/opiniao/o-programa-audiovisual-13997011
Data: 22/09/2014
Veículo: Bem Paraná
Link: http://www.bemparana.com.br/noticia/348437/familias-descobrem-o-entretenimento
Data: 22/09/2014
Veículo: Rádio Nacional
Link: http://radios.ebc.com.br/revista-brasil/edicao/2014-09/familias-brasileirasestao-gastando-mais-com-o-cinema-e-canais-por
Data: 29/09/2014
Veículo: Agregario
Link: http://agregario.com/audiovisual-injetou-cerca-rs-20-bilhoes-economia-2013-mostraestudo
Data: 29/09/2014
Veículo: Jornal do Commercio
Link: http://jconline.ne10.uol.com.br/canal/cultura/imagem-esom/noticia/2014/09/29/audiovisual-injetou-cerca-de-r-20-bilhoes-na-economia-em-2013mostra-estudo-148275.php
Data: 29/09/2014
Veículo: Agência Brasil
Link: http://agenciabrasil.ebc.com.br/geral/noticia/2014-09/audiovisual-injetoucerca-de-R-20-bilhoes-na-economia-mostra-estudo
Data: 29/09/2014
Veículo: Rádio CBN
Link: http://cbn.globoradio.globo.com/editorias/economia/2014/09/29/SETORAUDIOVISUAL-ARRECADA-R-40-BILHOES-EM-2012-E-GERA-230-MIL-EMPREGOS.htm
Data: 29/09/2014
Veículo: Exame
Link: http://exame.abril.com.br/economia/noticias/audiovisual-contribui-com-r-19-8bi-a-economia-brasileira
Data: 30/09/2014
Veículo: Tela Viva
Link: http://www.noticiahoje.com.br/NoticiasWeb.aspx?ID=17615906.124931.3989868
Data: 30/09/2014
Veículo: Portal Fator Brasil
Link: http://www.noticiahoje.com.br/NoticiasWeb.aspx?ID=17624861.124931.3989868
Data: 30/09/2014
Veículo: Jornal Brasil
Link: http://www.jornalbrasil.com.br/index.php?pg=desc-noticias&id=150347&nome=
Data: 30/09/2014
Veículo: Meio & Mensagem
Link: http://www.meioemensagem.com.br/home/midia/noticias/2014/09/30/Um-retratodo-audiovisual-brasileiro.html
Data: 01/10/2014
Veículo: Época
Link: http://epoca.globo.com/colunas-e-blogs/bruno-astuto/noticia/2014/10/industria-doaudiovisual-contribui-com-mais-de-br-19-bilhoesb-por-ano-para-economia-brasileira.html
Data: 01/10/2014
Veículo: UOL
Link: http://entretenimento.uol.com.br/noticias/efe/2014/10/01/setor-audiovisualbrasileiro-e-modelo-para-a-espanha-dizem-especialistas.htm
Data: 01/10/2014
Veículo: Comunique-se
Link: http://portal.comunique-se.com.br/index.php/sub-destaque-home/75299-audiovisualinjetou-cerca-de-r-20-bilhoes-na-economia-em-2013
Data: 01/10/2014
Veículo: BOL
Link: http://noticias.bol.uol.com.br/ultimasnoticias/entretenimento/2014/10/01/audiovisual-injetou-cerca-de-r-20-bi-na-economia-em2013-mostra-estudo.htm
Data: 11/11/2014
Veículo: Estado de S. Paulo
Releases produced
The audiovisual industry contributes more than R$ 19 billion per year to the Brazilian economy,
with a gross annual revenue of R$ 42.8 billion
The new study “Economic Contribution of the Brazilian Audiovisual Industry”, conducted by the
consulting firm Tendências Consultoria Integrada for the Motion Picture Association in Latin
America and Audiovisual Industry Interstate Union (SICAV), shows that the audiovisual industry was
responsible for 0.57% of the Brazilian GDP in 2009, directly contributing R$19.8 billion to the
economy, and, indirectly, R$ 15 billion (in 2013 values, adjusted by the IPCA/IBGE). The document
also indicates that the industry earned a gross revenue of R$ 42.8 billion that year, also in adjusted
values.
Still according to the study, in 2012, the audiovisual industry was responsible for creating
approximately 110,000 direct jobs, and 120,000 indirect jobs. With this information, it is possible to
state that for each job generated by the industry, another 1.09 jobs are generated in other
segments of the economy.
Regarding taxes, the amount of direct taxes collected was approximately R$1.6 billion in 2009,
equivalent to R$ 2.1 billion in 2013, while the amount of tax generated by the indirect impact in
other industries was approximately R$ 1.2 billion, also in corrected values.
These numbers place the audiovisual industry in a position that is comparable to other important
segments of the service industry, such as tourism, printing, and sports. In 2012, for example, the
audiovisual industry generated wages of approximately R$ 4.2 billion, which represents a growth of
37% in recent years (in 2007, it was R$ 3 billion) and which corresponds to 2.6 times the salary mass
generated by the tourism industry.
For Ricardo Castanheira, Managing Director of the MPA-LA, an entity that has been present in Brazil
for 70 years, representing the world’s largest film studios, the study’s greatest contribution is
bringing to light information that demonstrates the enormous contribution of the audiovisual
industry to Brazil’s social and economic development, also indicating paths for the improvement of
the legal and regulatory aspects. “This confirms the creative genius of Brazilians and the enormous
opportunity for this industry to grow both domestically and abroad, as well as the relevant social
and economic contribution with the creation of qualified jobs. It is important to join forces to find
the best legal and regulatory solutions that further promote the industry’s potential, taking into
consideration ongoing technological innovations”, says the entity’s managing director.
The president of SICAV, Silvia Rabello, adds that the study has great relevance for the Brazilian
audiovisual industry. “It is a necessary and timely study because it promotes a serious and
necessary analysis of the importance of the industry to the national economy, and indicates
important paths for its evolution. Given the cultural, social, and economic relevance of our industry,
it is necessary to promote actions that stimulate its sustainable development, modernization, and
internationalization”.
The study also includes data from the last Family Budget Survey of 2008-2009, conducted by the
Brazilian Institute of Geography and Statistics (POF-IBGE), which shows that the Brazilian family sets
aside approximately 5% of its income for cultural activities. In higher income families, with earnings
that exceed R$6,225, the amount of cultural spending in the budget increases, reaching 6.3%,
compared to 3.6% for families with income below R$ 830. In other words, the growth of spending
on culture is proportionally superior to the increase in income. These findings indicate good growth
prospects for the industry in Brazil, which has experienced a process of income elevation of and
social ascension in the last decade.
“The study offers a consistent and well-grounded contribution to the direction of regulatory policies
and to promoting the industry, in light of the considerable impact that the audiovisual industry
causes in various segments of the economy”, notes Tendências Consultoria expert, Fernando
Botelho.
MPA
The Motion Picture Association – Latin America (MPA-LA) has been in Brazil since the 1940’s and its
members include: Walt Disney; Paramount; Sony Pictures; Twentieth Century Fox; Universal; and
Warner Bros. It is MPA-AL’s mission to promote and to stimulate creation and innovation in the
audiovisual industry, prioritizing the appreciation and encouragement of the creative process, as a
vector that enables quality audiovisual content and entertainment to be delivered to all audiences.
The MPA-LA, in addition to representing the interests of associated studios, monitors the political
and economic scenario in relation to the audiovisual industry. The purpose of the MPA-LA is to
stimulate and consolidate partnerships with the players in the Brazilian audiovisual industry, both in
the public and private sectors, as well as to promote the exchange of expertise and the overall
appreciation of the audiovisual industry. The MPA-LA is a partner and maintains a permanent
dialogue with the players in the industry.
Tendências Consultoria Integrada
Founded in 1996, Tendências is one of Brazil’s largest economic consultancies. It is a reference in
economic, financial, and political issues, and brings together renowned consultants in various fields
of political and economic expertise. The country’s largest companies and financial institutions make
decisions based on their analyses and economic studies. It is the only Latin American consultancy in
the Global Competition Review’s (GCR) list of top 20 economic leaders.
SICAV
SICAV represents companies of the audiovisual industry in the states of Rio de Janeiro, Acre,
Amapá, Amazonas, Bahia, Ceará, Distrito Federal, Espírito Santo, Goiás, Mato Grosso, Mato Grosso
do Sul, Maranhão, Minas Gerais, Pará, Paraíba, Paraná, Pernambuco, Piauí, Rio Grande do Norte,
Roraima, Rondônia, Santa Catarina, Sergipe, and Tocantins. Its mission is to represent the industry’s
interests at Federal, State, and Municipal levels. The purpose of the union is to study, coordinate,
protect, and legally represent the economic category of the film industry, audiovisual industry, and
similar and related categories, working to add new business models, and to perfect the existing
ones, while seeking to gain further independence from the State.
The audiovisual industry contributes more than R$ 19 billion per year to the Brazilian economy,
with gross annual revenue of R$ 42.8 billion
The new study “Economic Contribution of the Brazilian Audiovisual Industry,” conducted by the
consulting firm Tendências Consultoria Integrada for the Motion Picture Association in Latin
America and Interstate Audiovisual Industry Union (SICAV), shows that the audiovisual industry was
responsible for 0.57% of Brazilian GDP in 2009, directly contributing R$ 19.8 billion to the economy,
and, indirectly, R$ 15 billion (in 2013 values, adjusted by the IPCA/IBGE). The document also
indicates that the industry earned gross revenue of R$ 42.8 billion that year, also in adjusted values.
Still according to the study, in 2012, the audiovisual industry was responsible for creating
approximately 110,000 direct jobs and 120,000 indirect jobs. From this information, it is possible to
state that for each job generated by the industry, another 1.09 jobs are generated in other
segments of the economy.
Regarding taxes, the amount of direct taxes collected was approximately R$ 1.6 billion in 2009,
equivalent to R$ 2.1 billion in 2013, while the amount of tax generated by the indirect impact in
other industries was approximately R$ 1.2 billion, also in corrected values.
These numbers place the audiovisual industry in a position that is comparable to other important
segments of the service industry, such as tourism, printing and sports. In 2012, for example, the
audiovisual industry generated wages of approximately R$ 4.2 billion, which represents growth of
37% in recent years (in 2007, it was R$ 3 billion) and which corresponds to 2.6 times the salary mass
generated by the tourism industry.
For Ricardo Castanheira, general manager of the MPA-LA, an entity that has been present in Brazil
for 70 years, representing the world’s largest film studios, the study’s greatest contribution is
bringing to light information that demonstrates the enormous contribution of the audiovisual
industry to Brazil’s social and economic development, also indicating paths for the improvement of
legal and regulatory aspects. “This confirms the creative genius of Brazilians and the enormous
opportunity for this industry to grow both domestically and abroad, as well as the relevant social
and economic contribution with the creation of qualified jobs. It is important to join forces to find
the best legal and regulatory solutions that further promote the industry’s potential, taking into
consideration ongoing technological innovations,” says the entity’s general manager.
The president of SICAV, Silvia Rabello, adds that the study is of great importance to the Brazilian
audiovisual industry. “It is a necessary and timely study because it promotes a serious and
necessary analysis of the importance of the industry to the national economy, and indicates
important paths for its growth. Given the cultural, social, and economic importance of our industry,
it is necessary to promote actions that stimulate its sustainable development, modernization and
internationalization”.
The study also includes data from the last Family Budget Survey of 2008-2009, conducted by the
Brazilian Institute of Geography and Statistics (POF-IBGE), which shows that the Brazilian family sets
aside approximately 5% of its income for cultural activities. In higher income families, with earnings
that exceed R$6,225, the amount of cultural spending in the budget increases, reaching 6.3%,
compared to 3.6% for families with income below R$ 830. In other words, the growth of spending
on culture is proportionally superior to the increase in income. These findings indicate good growth
prospects for the industry in Brazil, which has experienced a process of income elevation and social
ascension over the last decade.
“The study offers a consistent and well-grounded contribution to the direction of regulatory policies
and to promoting the industry, in light of the considerable impact that the audiovisual industry
causes in various segments of the economy,” notes Tendências Consultoria expert, Fernando
Botelho.
MPA
The Motion Picture Association – Latin America (MPA-LA) has been in Brazil since the 1940s and its
members include: Walt Disney, Paramount, Sony Pictures, Twentieth Century Fox, Universal and
Warner Bros. It is MPA-AL’s mission to promote and stimulate creation and innovation in the
audiovisual industry, by prioritizing the appreciation and encouragement of the creative process as
a vector that enables quality audiovisual content and entertainment to be delivered to all
audiences.
The MPA-LA, in addition to representing the interests of member studios, monitors the political and
economic scenario in relation to the audiovisual industry. The purpose of the MPA-LA is to
stimulate and consolidate partnerships with the players of the Brazilian audiovisual industry, both
in the public and private sectors, as well as to promote the exchange of expertise and the overall
appreciation of the audiovisual industry. The MPA-LA is a partner and maintains an open dialogue
with the players in the industry.
Tendências Consultoria Integrada
Founded in 1996, Tendências is one of Brazil’s largest economic consultancies. It is a reference in
economic, financial and political issues, and brings together renowned consultants in various fields
of political and economic expertise. The country’s largest companies and financial institutions make
decisions based on their analyses and economic studies. It is the only Latin American consultancy in
the Global Competition Review’s (GCR) list of top 20 economic leaders.
SICAV
SICAV represents companies of the audiovisual industry in the states of Rio de Janeiro, Acre,
Amapá, Amazonas, Bahia, Ceará, Distrito Federal, Espírito Santo, Goiás, Mato Grosso, Mato Grosso
do Sul, Maranhão, Minas Gerais, Pará, Paraíba, Paraná, Pernambuco, Piauí, Rio Grande do Norte,
Roraima, Rondônia, Santa Catarina, Sergipe and Tocantins. Its mission is to represent the industry’s
interests at federal, state and municipal levels. The purpose of the union is to study, coordinate,
protect and legally represent the economic category of the film industry, audiovisual industry, and
similar and related categories, working to add new business models, and to perfect existing ones,
while seeking to gain further independence from the state.
Brazilian families are tending to spend more on cinema and pay channels
Study shows that, on average, 5% of the family budget is invested in cultural activities
Increased purchasing power of Brazilian points to growth in this percentage
Brazilian families spend, on average, 5% of their income on cultural activities, an expense category
that include television, cinema and the purchase and rental of DVDs/Blu-Rays. In income brackets
with bigger budgets, with monthly income of over R$ 6,225, cultural spending rises to 6.3%, while
for families with incomes under R$ 830, this percentage is 3.6%; or in other words, spending on
culture increases as incomes rise. These are the findings from the study “Economic contribution of
the Brazilian audiovisual sector,” original research conducted by Tendências Consultoria Integrada
for the Motion Picture Association in Latin America (MPA-AL) and the Interstate Audiovisual
Industry Union (SICAV).
The survey, based on data from the most recent Family Budget Survey in 2008-2009 by the Brazilian
Institute of Geography and Statistics (IBGE), shows that family spending on entertainment is still
modest, below, for example, spending on categories such as housing, food, transportation, health
and clothing.
For the general manager of MPA, Ricardo Castanheira, this finding shows the positive outlook for
growth for the sector in Brazil. “Cultural and audiovisual activities have benefited from the rising
incomes of Brazilian families and the expanding middle class over the last 10 years. Based on this
panorama it is essential to ensure a regulatory environment that will allow the market to produce
and continue to offer consumers what they desire and want to consume."
Data from research published in 2012 by the Secretariat of Strategic Affairs of the Presidency of the
Republic show that, over the last 10 years, the middle class has grown by 38% and, today, makes up
53% of the population or 104 million Brazilians. The research defines middle class as people from
families with monthly per capita incomes between R$ 291 and R$ 1,019 who are unlikely to fall into
lower classes in the near future. According to the study, it is estimated that the middle class will
grow to 57% of the Brazilian population by 2022, if current growth rates hold.
The growth of the Brazilian middle class points to greater consumption of audiovisual content like
movies on DVD and Blu-Ray, cinema and even greater spending on free-to-air and pay TV, which
are already high in Brazil. In 2012, the penetration of TV sets in Brazilian homes grew to 97.2% of
the total number of domestic residences. A study conducted by the IBGE showed that Brazilians
watch, on average, 2 hours and 35 minutes of television per day. This time varies depending on the
age bracket. People aged 10 to 24 watch, on average, 2 hours and 36 minutes, while people over 60
watch, on average, 3 hours and 3 minutes per day.
The numbers for pay TV also reflect rising demand. According to the Brazilian Pay TV Association
(ABTA), access to pay TV rose from 3.5 million homes in 2003 to a total of 17 million homes in 2013,
representing a total of 55 million Brazilians with access to pay TV programming.
According to the National Film Agency (ANCINE), there are 2,679 movie theaters spread throughout
Brazil, primarily in large urban centers. According to the agency, around 149.5 million tickets were
sold at Brazilian box offices in 2013—sales responsible for estimated revenue of R$ 1.7 billion.
MPA
The Motion Picture Association – Latin America (MPA-LA) has been in Brazil since the 1940s and its
members include: Walt Disney, Paramount, Sony Pictures, Twentieth Century Fox, Universal and
Warner Bros. It is MPA-AL’s mission to promote and stimulate creation and innovation in the
audiovisual industry, by prioritizing the appreciation and encouragement of the creative process as
a vector that enables quality audiovisual content and entertainment to be delivered to all
audiences.
The MPA-LA, in addition to representing the interests of member studios, monitors the political and
economic scenario in relation to the audiovisual industry. The purpose of the MPA-LA is to
stimulate and consolidate partnerships with the players of the Brazilian audiovisual industry, both
in the public and private sectors, as well as to promote the exchange of expertise and the overall
appreciation of the audiovisual industry.
Tendências Consultoria Integrada
Founded in 1996, Tendências is one of Brazil’s largest economic consultancies. It is a reference in
economic, financial and political issues, and brings together renowned consultants in various fields
of political and economic expertise. The country’s largest companies and financial institutions make
decisions based on their analyses and economic studies. It is the only Latin American consultancy in
the Global Competition Review’s (GCR) list of top 20 economic leaders.
SICAV
SICAV represents companies of the audiovisual industry in the states of Rio de Janeiro, Acre,
Amapá, Amazonas, Bahia, Ceará, Distrito Federal, Espírito Santo, Goiás, Mato Grosso, Mato Grosso
do Sul, Maranhão, Minas Gerais, Pará, Paraíba, Paraná, Pernambuco, Piauí, Rio Grande do Norte,
Roraima, Rondônia, Santa Catarina, Sergipe and Tocantins. Its mission is to represent the industry’s
interests at federal, state and municipal levels. The purpose of the union is to study, coordinate,
protect and legally represent the economic category of the film industry, audiovisual industry, and
similar and related categories, working to add new business models, and to perfect existing ones,
while seeking to gain further independence from the state.
Brazilian study points to ways to drive the development of the domestic audiovisual sector
Reducing taxes on movie tickets, protecting intellectual property and promoting professional
certification are some of possible measures to boost growth
Despite having added, in 2012, around R$ 19.8 billion to the domestic economy and 230,000 jobs,
while generating R$ 4.2 billion in salaries, there are still bottlenecks that need to be removed to
achieve full development. This is one of the conclusions from the study “Economic impact of the
Brazilian Audiovisual Sector,” conducted by Tendências Consultoria Integrada for the Motion
Picture Association in Latin America (MPA-AL), with support from the Interstate Audiovisual
Industry Union (SICAV).
According to the survey, the average price of tickets in Brazil doubled during the period 2006 to
2011, corresponding to almost 0.05% of Brazilian annual per capita income in 2011, as compared to
less than 0.03% in developed countries. Although comparable with the other countries in nominal
terms, the price of tickets in Brazil is less affordable when one takes into account the purchasing
power of consumers.
According to data from Instituto Millenium, also featured in the study, 30.25% of movie tickets in
2011 were tax. For DVDs, tax makes up 44.20% of the price. “To make tickets more affordable for
the public, one solution would be to reduce the sector’s tax burden, which contributes to high
prices, encourages pirating and hinders the sustainable development of the audiovisual industry in
Brazil,” emphasizes MPA-AL general manager, Ricardo Castanheira.
In Brazil, there is also the CONDECINE Título, a fixed tax on audiovisual works released in the
domestic market for commercial purposes, such as movie theaters, videos for home viewing and
rental (DVD, Blu-Ray), and broadcast on free-to-air or pay TV. This same tax, if not applied in a
reasonable manner, could also harm the video-on-demand (VoD) market in the future, by reducing
the number of available titles, hindering access and encouraging access through illegal channels.
According to Consultoria Tendências, the lack of copyright protection is problematic, since it
impedes the fair compensation of authors, copyright holders and associated professionals, the
innovation of platforms, content and circulation channels, quality access to legal content, as well as
market competitiveness.
Another complicating factor is the lack of qualified professionals, both technical and managerial,
essential factors for lasting, sustainable and competitive growth. “Brazil is renowned internationally
for its talent and creativity, with professionals full of ideas and innovative solutions; however,
oftentimes a practical and theoretical framework is absent, which would not only drive these
relevant characteristics, but also put them in a position to compete with anyone else in the field.
Therefore, a joint efforts by the private and public sector is necessary, in order to recognize these
workers, who are so important to disseminating national culture to every corner of the globe,” adds
Castanheira.
MPA
The Motion Picture Association – Latin America (MPA-LA) has been in Brazil since the 1940s and its
members include: Walt Disney, Paramount, Sony Pictures, Twentieth Century Fox, Universal and
Warner Bros. It is MPA-AL’s mission to promote and stimulate creation and innovation in the
audiovisual industry, by prioritizing the appreciation and encouragement of the creative process as
a vector that enables quality audiovisual content and entertainment to be delivered to all
audiences.
The MPA-LA, in addition to representing the interests of member studios, monitors the political and
economic scenario in relation to the audiovisual industry. The purpose of the MPA-LA is to
stimulate and consolidate partnerships with the players of the Brazilian audiovisual industry, both
in the public and private sectors, as well as to promote the exchange of expertise and the overall
appreciation of the audiovisual industry. The MPA-LA is a partner and maintains an open dialogue
with the players in the industry.
Tendências Consultoria Integrada
Founded in 1996, Tendências is one of Brazil’s largest economic consultancies. It is a reference in
economic, financial and political issues, and brings together renowned consultants in various fields
of political and economic expertise. The country’s largest companies and financial institutions make
decisions based on their analyses and economic studies. It is the only Latin American consultancy in
the Global Competition Review’s (GCR) list of top 20 economic leaders.
SICAV
SICAV represents companies of the audiovisual industry in the states of Rio de Janeiro, Acre,
Amapá, Amazonas, Bahia, Ceará, Distrito Federal, Espírito Santo, Goiás, Mato Grosso, Mato Grosso
do Sul, Maranhão, Minas Gerais, Pará, Paraíba, Paraná, Pernambuco, Piauí, Rio Grande do Norte,
Roraima, Rondônia, Santa Catarina, Sergipe and Tocantins. Its mission is to represent the industry’s
interests at federal, state and municipal levels. The purpose of the union is to study, coordinate,
protect and legally represent the economic category of the film industry, audiovisual industry, and
similar and related categories, working to add new business models, and to perfect existing ones,
while seeking to gain further independence from the state.
Importance of the audiovisual sector to the Brazilian economy is highlighted in the United States
The CEO of the Motion Picture Association of America praised the importance of the Brazilian
audiovisual market, confirmed by an economic study presented recently
The CEO of the Motion Picture Association of America (MPAA), Senator Christopher Dodd, praised,
on Thursday (2), in the United States, the Brazilian audiovisual sector for its dynamism and its
potential for growth, in an article published in which Dodd also presents an analysis of the results of
the original research “Economic Impact of the Brazilian Audiovisual Sector.”
Presented at a press conference, during the Rio International Film Festival, the study conducted by
Tendências Consultoria Integrada for the Motion Picture Association in Latin America (MPA-AL),
with support from the Interstate Audiovisual Industry Union (SICAV), was emphasized by Dodd,
especially the fact that the Brazilian audiovisual sector had contributed around R$ 19.8 billion to
the economy in 2013, which represents 0.57% of Brazilian GDP. He also emphasized that the
audiovisual industry created around 230,000 direct and indirect jobs, generating R$ 4.2 billion in
salary, 37% above figures from 2007.
Dodd also recalled the importance of the Rio Film Festival for Brazil and the world, which brought
together thousands of people from every corner of the globe in its most recent edition, including
film-lovers, industry professionals and executives. The CEO also praised the role of employees such
as carpenters, electricians, accountants and others who are not, as they say, movie stars. “It's
because of these workers that the Brazilian audiovisual sector is one of the most dynamic, full of
potential for growth, both domestically and abroad,” the article stresses.
For Dodd, “It is this potential that has led the MPA and our member studios (Walt Disney;
Paramount; Sony Pictures; Twentieth Century Fox; Universal and Warner Bros) to maintain a
presence in the country over the last 70 years, and this is why we will continue to do what we can
to help ensure the continued growth of the Brazilian audiovisual sector,” concludes the article.
The article is available at: http://www.mpaa.org/new-study-highlights-the-importance-of-film-andtelevision-to-brazils-economy/#.VC7eIvldVe