In recent times, amidst an international landscape of continual production upheaval, full of complex dynamics and interactions, numerous roles have emerged in the audiovisual value chain. Multiple figures – such as financial producers, executive producers and delegated producers, to name a few – now have their place in the creative, productive and distributive flow, blurring the definition of the originating producer. Identifying ideas, steering their development and safeguarding them throughout the entire pipeline are the trademark aims of this role, involving artistic, technical and financial responsibility.

Dedalus, an alliance of Italian originating producers unveiled in the MIA | Rome International Audiovisual Market’s panel on 9 October, returns originating producers to the heart of the sector and underscores their pivotal role in the audiovisual ecosystem, as well as in the innovation of cinematic and audiovisual language in the third millennium.

Dedalus’ vice president, producer Riccardo Tozzi, stated: “It’s important to have a place where we can share needs and content among ourselves, but it’s just as important to explain our role to the outside world, because people on the outside aren’t familiar with the process of audiovisual creation or its fundamental component, which is us. Once upon a time, Italy had great, charismatic producers – Ponti, De Laurentiis and others – with a recognised role, but this was weakened by the culture of the 1970s. Producers are mediators between the creation of works and the audience, and this aspect is even more crucial at a time of intense competition, so it’s essential that originating producers regain a central role.”

Fully unleashing the potential of this professional figure is a strategic lever for the qualitative development of the entire industry and, as Julie-Jeanne Régnault – managing director of the European Producers Club – highlighted, it’s also a safeguard. Régnault pointed out that the title of producer is now coveted, and some are pushing for other roles to be incorporated within the term, but it’s crucial that it remains specific to the tasks of independent producers. “Within the European Producers Club, we firmly believe that producers are creative and visionary leaders, capable of helping to define the artistic and narrative identity of the works they bring to light,” she said.

"Each of us has our own perception of the role of a producer, which sometimes includes feeling professionally "alone"," said Marina Marzotto, producer and president of Dedalus. "In my opinion, the role of the producer was weakened before the arrival of the platforms. Perhaps we weren't able to identify the value of our profession and convey it effectively. Dedalus is a union of intents and visions, an alliance of professionals, not companies. We bring together the individual, not the company, and we talk about the role of the producer, not the production company. This is to strengthen the role of the original producer, in dialogue first and foremost with the authors, in the belief that such strengthening is beneficial to the entire audiovisual industry."

Founded by Carlo Cresto Dina, Nicola De Angelis, Nicola Giuliano, Marina Marzotto, Annamaria Morelli, Olivia Musini, Viola Prestieri, Rosario Rinaldo, Matteo Rovere, Riccardo Russo, Giuseppe Saccà, Nicola Serra and Riccardo Tozzi, Dedalus will lend concrete form to its aims by devising, promoting and organising initiatives to enhance production activity in Italy and abroad, including information and training programmes aimed at schools, universities and specialist courses; promoting training and professional development activities for members; playing an active part in leading industry events in order to foster dialogue with all players and to help raise new awareness around the complexity of the producer’s role.