Seasoned international sales agent Oscar Alonso, one of Spain’s best-known – and well-regarded – executives in overseas markets, has joined Madrid-based Lazona as head of distribution at its domestic distribution arm Lazona Pictures.
A prominent player on Spain’s film scene, as a producer Lazona was behind “Spanish Affair,” the highest-grossing national movie in Spanish history grossing €55.2 million ($59.7 million) at cinema theaters in 2014.
Lazona also produced Enrique Urbizu’s “No Rest for the Wicked,” which swept six Spanish Academy awards in 2012, including best picture, as well as auteurist hits such as Manuel Martin Cuenca’s 2017 Toronto winner “El autor” and banner Spanish TV series, led by Movistar Plus+ “Gigantes” (2017-18), also from Urbizu.
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A former senior executive at Madrid-based Latido Films, one of the Spanish-speaking world’s top film sales agents, Alonso joined Latido in 2005, serving as its festivals manager – and a sales executive during colleagues’ during colleagues’ absences –before being named Latido head of acquisitions in 2019.
He can now bring this wealth of experience to his new position at Lazona.
“Oscar has worked in the past with both consecrated directors such as Carlos Saura, Javier Fesser, Rodrigo Sorogoyen and Juan José Campanella as well as helping new directors getting known in international markets, whether Galder Gaztelu-Urrutia, David Pérez Sañudo or Alauda Ruiz de Azua,” said Lazona CEO Gonzalo Salazar-Simpson. “With his appointment at Lazona Pictures, we believe that this balance between recognized voices and future references will be appreciated by the Spanish public.”
“A professional with a long career in the sector and large recognition in the European and international film industry, have known him for years and being conscious of his capacities, he is the ideal person to take the reins at Lazona Pictures,” added Luis Ferrón, who joined Lazona last year to boost its production capacity.
Alonso sees Lazona Pictures and Lazona Cine, its production arm, working a two-way street. “Having to be in touch with sales agents throughout the year, I can be of assistance and work hand-in-hand along with the production side of Lazona Cine when seeking international sales for Lazona productions. The idea is to nurture relationships that can work both ways,”Alonso toldPvNew.
Launched in 2023, Lazona Pictures is looking to buy selectively between six to eight films a year. That’s to have enough time to really take care of all of them and find ways to reach different layers of audiences, Alonso commented.
First year buys will be predominated by “dramas (which can be uplifting and bring some light after the conflict, not those which are deeply harrowing ones) and psychological thrillers, mainly European,” he added.
In one building trend in European cinema and beyond, Alonso will look at films which combine an auteurist drive and larger audience awareness.
“The gap between festival darlings and bigger commercial flare is widening in the Spanish market (and elsewhere). So we’re looking to help fill in with titles that have filmmakers with a voice but always an audience in mind, which can both entertain and tell stories that stay with you once you leave the cinema,” Alonso said.
“More specifically, we can focus on female audiences in urban areas. It is uplifting seeing more adult segments relentlessly coming back to cinemas,” he continued.
“Overall we are looking for stories that we feel that can generate empathy and no matter how diverse they are take audiences on an unknown ride in which they still can relate with their own feelings and experiences,” Alonso said. “Also we need films that feel fresh, whether it’s with the narrative, tone or points of view….”
