Lina Irawan
The second edition of the Costa Rica Media Market (CRMM) has officially commenced in San José, solidifying its position as the preeminent audiovisual trade event for the Central American and Caribbean regions. Spanning two intensive days of business activities on July 14 and 15, the market has attracted a diverse cohort of buyers, producers, distributors, and investors representing 20 different countries. This high-level gathering is designed to catalyze the export of audiovisual services, foster international co-productions, and establish enduring strategic alliances between regional creators and the global entertainment industry.
The event is organized by the Foreign Trade Corporation of Costa Rica (PROCOMER) and the Costa Rica Film Commission, with significant institutional backing from the Ministry of Culture and Youth (MCJ) and the Costa Rican Tourism Institute (ICT). This multi-agency collaboration underscores the nation’s commitment to the "orange economy," viewing the creative industries not merely as cultural assets but as vital drivers of economic diversification and foreign direct investment. The CRMM agenda is structured around a rigorous schedule of business-to-business (B2B) meetings, academic conferences, technical workshops, competitive pitch sessions, and networking events aimed at bridging the gap between local talent and international capital.
A Strategic Framework for Audiovisual Growth
The emergence of the Costa Rica Media Market as a regional powerhouse is the result of several years of targeted legislative and promotional efforts. Central to this growth is the Law for the Attraction of Film Investments (Law 10071), which was enacted to provide a competitive framework of incentives for foreign productions. These incentives include exemptions from value-added tax (VAT) on purchases of goods and services, as well as income tax exemptions for foreign cast and crew members, provided the projects meet specific investment thresholds.
By hosting the CRMM, PROCOMER aims to leverage these legislative advantages to position Costa Rica as more than just a scenic backdrop. The goal is to highlight the country’s sophisticated technical infrastructure, its bilingual professional workforce, and its logistical capabilities. Data from previous years indicate that the audiovisual sector is a burgeoning component of Costa Rica’s service exports, and events like the CRMM are essential for maintaining the momentum required to compete with established film hubs in Mexico, Colombia, and the Dominican Republic.
High-Level International Participation and Industry Leadership
The 2024 edition of the market features a notable roster of international executives whose presence signals a growing global interest in Central American narratives and locations. Key participants include Michael Woolston, Manager of Physical Production at The Walt Disney Studios; Isaac Toussier, Vice President of Content and Development at Lemon Studios; and Sandino Saravia, Executive Director of Cimarrón Cine. These figures represent the vanguard of global production, offering regional creators direct access to the decision-makers who shape international content trends.
Further enriching the professional exchange are representatives from prestigious institutions such as the Toronto International Film Festival (TIFF), the digital distribution platform OTTera, the genre-focused Grupo Mórbido, and the independent distribution company UTOPIA. The inclusion of Sara Seligman, co-founder of Broken Pig Productions, and various specialists in festival circuit management and content development provides a 360-degree view of the industry lifecycle—from the initial script to global distribution.
Analyzing the Strategic Agenda: Locations, AI, and Storytelling
The CRMM’s academic and professional program is designed to address the most pressing challenges and opportunities facing the contemporary audiovisual landscape. A cornerstone of the first day was the conference titled "The Decision Behind the Location: How Global Studios Choose Where to Film." During this session, Michael Woolston, Isaac Toussier, and Sandino Saravia, under the moderation of Carolina Cordero (Film Commissioner for the City of Buenos Aires), dissected the multifaceted criteria used by major studios when selecting filming sites. The discussion emphasized that while natural beauty is a significant draw, factors such as legal certainty, physical safety, local labor expertise, and the ease of importing specialized equipment often carry more weight in the final decision-making process.
Technological disruption was also a primary focus of the market. The presentation "Artificial Intelligence and Music Licensing," led by Adriana Ramírez of Megatrax, explored the legal and ethical complexities of integrating AI into the creative process. As AI continues to reshape sound design and score composition, the session provided critical insights into how producers can navigate copyright issues and licensing agreements in an era of rapid digital transformation.
The market also delved into the evolving nature of narrative structures. The panel "The Future of Storytelling: Opportunities in a Transforming Industry," featuring Julye Cuartas (11:11), Diego Hurtado de Mendoza (Alegría Films), and Greta Talia Fuentes (MACRO), moderated by Fabricio Ferrara of Content Americas, examined how streaming platforms and changing consumer habits are dictating new ways of telling stories. The consensus among panelists was that while the medium may change, the demand for authentic, culturally specific stories with universal appeal remains at an all-time high.
Strengthening the Genre Cinema Ecosystem
In a significant move to bolster genre filmmaking—including horror, science fiction, and fantasy—the CRMM hosted the presentations of projects selected by Fantastic Lab. This initiative is a collaborative effort between the CRMM and the Fantastic Pavilion of the Marché du Film de Cannes. Prior to the market, 55 projects from Central America and the Caribbean received specialized mentorship and workshops. This partnership provides regional filmmakers with a direct pipeline to one of the world’s most prestigious film markets, offering a level of international exposure that was previously difficult to attain for independent genre creators in the region.
Complementing this focus was the panel "Genre Cinema: A Growing Bet in Latin America," which featured Mónica García, Director of the Sitges Film Festival, and director-producer Luis Javier Enaine. Moderated by Pablo Guisa of Grupo Mórbido, the discussion highlighted the commercial viability of genre films, which often possess a loyal global fan base and higher export potential than traditional dramas.
Co-production and Regional Integration: "Desde el Centro"
A vital component of the CRMM is the "Desde el Centro" co-production forum. This year, the forum selected eight high-potential projects from Central America and the Caribbean, four of which are Costa Rican productions. The primary objective of "Desde el Centro" is to facilitate "speed-dating" style meetings between project creators and potential co-producers, film funds, and distributors.
By focusing on co-production, the CRMM addresses the financial realities of regional filmmaking, where domestic markets are often too small to recoup production costs. Co-productions allow for the pooling of resources, the sharing of risks, and, perhaps most importantly, access to the national film funds of multiple countries. This collaborative model is essential for elevating the production values of regional cinema and ensuring its competitiveness on the international festival circuit.
Educational Initiatives and Talent Development
Recognizing that a sustainable industry requires a constant influx of skilled talent, the CRMM included a specialized workshop titled "The Short Film as a Starting Point: Keys to Success and a Career in Film." This session was conducted by Krizz Gautier, a director and member of the Academy of Motion Picture Arts and Sciences (the Oscars). Gautier provided emerging filmmakers with a roadmap for utilizing short films not just as creative exercises, but as strategic calling cards to secure financing for feature-length projects and to gain entry into elite industry circles.
Beyond the Market: Scouting the "Film Friendly Zones"
Following the conclusion of the formal business sessions on July 15, the international delegation of buyers and executives will participate in a three-day "Fam Trip" (familiarization trip) from July 16 to 18. This initiative will take participants through various "Film Friendly Zones" across Costa Rica. These zones represent regions that have proactively prepared to host film crews by streamlining local permits and identifying key infrastructure and talent pools.
The scouting tour is designed to showcase the geographic diversity of Costa Rica—ranging from tropical rainforests and volcanic landscapes to modern urban centers and pristine coastlines—all within a relatively small and accessible radius. By providing executives with firsthand experience of the local scenery and the professionalism of the regional service providers, the CRMM aims to convert interest into concrete production contracts in the coming fiscal years.
Long-Term Economic Impact and Strategic Positioning
The second edition of the Costa Rica Media Market represents a calculated step forward in the nation’s broader economic strategy. By integrating tourism, culture, and foreign trade, Costa Rica is creating a unique value proposition in the global audiovisual market. The presence of 20 countries and the participation of industry giants like Disney and Lemon Studios suggest that the international community is beginning to view Central America as a territory with significant untapped potential.
As the global demand for content continues to surge, driven by the expansion of streaming services and the globalization of audiences, the CRMM provides the necessary infrastructure for regional creators to participate in this lucrative market. The success of the event will ultimately be measured by the number of co-production agreements signed and the volume of foreign production dollars spent in the region. However, the immediate impact is clear: Costa Rica has successfully established a professionalized forum where the local industry can meet the global market on equal terms, ensuring that the stories of Central America and the Caribbean find their place on the world stage.
Eva Lovia
Julia Chirkova
Julia Prastini
Nila Kartika Wati
Jia Lissa
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