Magazine article Variety

Agencies O'seas Keep Local Focus

Magazine article Variety

Agencies O'seas Keep Local Focus

Article excerpt

As showbiz gets increasingly global, U.S. talent reps are establishing more outposts around the world. But a cross-section of key markets shows that the tenpercenters in each country retain their own business style while they cooperate with the American invasion.

FRENCH A-LISTERS EMBRACE U.S. PERCENTERIES

U.S. agencies don't have offices in France but have signed locals looking for an international career. Michel Hazanavicius and Berenice Bejo are repped by CAA, while WME signed Jean Dujardin, left, (who is represented by his brother and a lawyer on local projects).

Gaumont Intl. topper Cecile Gaget says talent increasingly hires American representatives and works with lawyers on French dealmaking, since the role of local percenters is often limited to negotiating contracts, unlike Hollywood representatives who develop material and help drum up funding. But, like U.S. counterparts, French agents are limited by a law that bans them from producing their content.

France has 60 talent agencies, but only a handful of key players. Bertrand de Labbey owns the two biggest, Artmedia and VMA, with 17 percenters repping 900 clients. Two fast-rising percenteries are UBBA and Adéquat.

- Elsa Keslassy

INDIA STARS KEEP IT IN THE FAMILY BUT HELMERS FLY SOLO

CAA established a beachhead via its joint venture with India's Kwan. The combo reps up-and-comers like Aditya Roy Kapoor and Chitrangda Singh.

Older-generation stars traditionally employ a functionary known variously as a manager, secretary or a public relations officer, or a family member. …

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