Tondero: Films must go to the movie theater

Tondero Distribución released Locos de Amor 3 in Peru at the end of February (but soon after, movie theaters were closed) and has three other films waiting for their release in movie theaters.

“Films must go to the movie theater, they can´t go straight to a platform because these are not going to pay what movies have cost. Therefore, we can’t sell them to a platform because they haven´t been released in a movie theater” explained Cecilia Gómez de la Torre, associate general manager and partner of Tondero Distribución.

Adjusting to the new reality, the company has reinvented itself by opening drive-ins. They have already opened two, Jockey Plaza (two screens) and Bellavista (one screen), and they plan to open two more. The strategy helped maintain the team together (several people who worked on distribution now do so in the drive-ins).

Likewise, they have undertaken the distribution of the Chilean film Contra el Demonio, a horror film that had its debut in its country of origin and which Tondero took to Mexico (in movie theaters since July) and also closed in Central America, Bolivia, Ecuador, Colombia.

“We are focused on building a strategy for the products we have according to how movie theaters open in each country because each one has different processes and policies,” she detailed.

Tondero also continues to co-produce. In August, they finished shooting in La Casa del Caracol in Malaga. It is a co-production with the Spanish company Bowfinger and other production companies, that hopes to be able to launch the first semester of 2021. “We continue co-producing wherever we can”.