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2999 - More than meets the eye: Brazilian cinema 15 years after its rebirth

After President Fernando Collor de Mello dismantled the state public enterprise, Embrafilme, in 1990, Brazilian cinema virtually ceased to exist. Five years later Brazilian cinema made its phoenix-like rebirth, rising on the heels of new tax incentive laws, and it has since matured and solidified into a 'new' national cinema with a freedom of expression and level of artistry of which it had previously only dreamed. This paper looks at public policies that have been created and implemented in the 1995-2010 period-a period marked by, among other things, the giant conglomerate Globo Network, the nation's largest TV producer, as the most important film producer in the country. In this capacity, and with the support of current legislation, Globo Filmes (Globo's film production arm) has helped cinema, however marginally, to increase its share in the domestic market since its creation in 1999. Of particular interest to this paper is to discuss how Globo has made use of-and, at times, circumvent-current legislation for cinema, such as the Audio-Visual Law of 1993, to its own advantage at the expense of Brazilian cinema as a whole.

Palabras claves: Brazilian cinema, Globo Filmes, Audiovisual Law

Autores: Cacilda, Rego (USU, Ud States of Am / USA)

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