The Platino Awards will generate 130 million in advertising

With the objective of connecting the Hispanic American markets of the cinemathe Platinum Awards They celebrate their tenth edition this Saturday in Madrid, in a gala that will have an impact on advertising of more than 130 million dollars, according to the president of the promoting entity, EGEDA, Enrique Cerezo.

To this economic volume of the festival of the cinema Ibero-American, Cerezo has added the “great cultural impact”, as he declared to the EFE Agency, and the international character that these awards are reaching, whose retransmission will reach the entire Hispanic-American market, the United States and “soon” it will also be possible to follow in Europe.

“These ten years of the Platinum Awards have left a very positive balance of continuous growth” with which it has been possible to bring films with “little output” to screens in different Ibero-American countries and that the major international festivals incorporate these productions into their catalogues, says the president of EGEDA (audiovisual rights management entity), promoter of the awards, together with the Ibero-American federation of producers FIPCA.

With fourteen nominations, ‘Argentina 1985’ opts for Best Ibero-American Fiction Film, along with the Spanish ‘As Bestas’, the Mexican ‘Bardo, false chronicle of a few truths’ -with six nominations each- and the also Spanish ‘ Alcarràs’, among the more than 990 films produced in Latin America that were submitted to the contest.

According to Cerezo, any of the four films can “win the main prize” because they have a “very good bill” and have aroused great interest in the international film industry.

The new category for Best Ibero-American Fiction Comedy will also be released to celebrate this anniversary; ‘Bardo, false chronicle of a few truths’, the Spanish-Argentine co-production ‘Competencia oficial’, the Chilean film ‘Desconectados’ and the Argentine film ‘Hail’ are the four finalists.

“This award is going to be one of the most outstanding of the gala because the comedy genre has a unique value to portray the different ways of seeing life that we have in each country,” explains the producer.

Regarding the box office figures, he predicts a “very slow” recovery for the sector, especially the Ibero-American one, although he expects that in 2024 the number of viewers prior to the pandemic will recover since the cinema “You have to see it in the theaters.”