The Fall of 2011 brings together the Biennale South Africa/Hollywood Exchange Program tailor-made to promote South Africa as a filming destination, and explore joint venture opportunities with the entertainment industry in Hollywood.

During this time, a senior delegation of South African media professionals will meet with Hollywood’s top-level Executives in Production, Finance and Acquisition at the Studios, Networks, Cable Broadcasters, and Indie Production Companies, as well as support entities including finance and facilities partners, legal and business representatives.

The South African delegation participating in the Hollywood Exchange will include media professionals in production, finance and facilities in the local entertainment industry. The contingent is joined by high-ranking Government and Government Agency officials whose portfolios include Co-Production, Funding Incentives, Film Commissions and Industry Development.

For logistical reasons the Group capacity is 10 delegates. Among the objectives of the mission are the procurement of lucrative Off-shore production business for South Africa, its Provinces and Cities, to meet potential co-producing partners and funding, and to update the understanding of foreign markets by meeting decision makers in their local business environment and experience the core of the industry at work.

The highly focused Marketing Program specifically targets U.S. companies that are most likely to have interest in South Africa. The meetings provide direct interface in the boardrooms of the U.S Host companies where the Delegates establish, first-hand, their immediate requirements. Conversely, the SA delegates provide factual information about production expertise, local producing partners, financial instruments, production incentives, and co-production opportunities.

The Program is produced by the LA-based Katrina Wood's media consultancy MediaXchange in association with Dezi Rorich, Chief Executive of Metal Moon, a leading independent marketing and publicity company in the South African entertainment industry. Since originating South Africa's first-ever International Film and Television Conference in 1995 (which brought broadcasters and producers to South Africa from 14 territories in Europe), Wood and Rorich have partnered to produce regular Exchanges between South Africa and the entertainment industry in worldwide territories, specifically Los Angeles.

In a joint statement the project partners stated: "The Program provides unprecedented access to some of the world’s most powerful executives in the entertainment industry. It is an opportunity for participants to gain an advantage in the mature and developed market of the US by taking the strategic approach such a group visit presents and the level of contacts with whom they will be connecting. In addition it offers a chance for South African delegates to expand the possibilities for their business in the US market, and build a profile whilst exploring the principal points of industry interest in their “on the ground” assessment."

"The question is why not Cannes?" says Rorich, "Firstly this level of executive is not accessible at a major market or festival, and, if they were, we are up against thousands of other delegates who are there with the same agenda. To make a dent in a major market, to cause a ripple or to be heard - one needs big marketing dollars. Our Program is tactic and individualistic, and yields value. Katrina's consultancy is well-known, and the US Hosts take it seriously.”

U.S. Hosts in previous SA Exchanges have included: Vice President Production & Development (at Myriad Pictures), Exec Vice President: Motion Picture Production (at MGM/ United Artists), Vice President: Production Series, (at ABC Studios), Vice President: Movies, Mini-Series and The Wonderful World of Disney (at ABC Entertainment), Snr Vice President: Current Series/Head of Daytime TV (at NBC Studios), President: Production (at Legendary Pictures), Vice President Production, and COO (at Joel Silver Pictures), CEO, COO, EVP Production & Acquisition (at Overture Films).

Additional meetings were held with Snr Vice President: Physical Production (at 2929 Entertainment), and Senior Partners at the entertainment law firm, Raskin, Peter, Rubin & Simon. Included in this group are producers/production entities who have been involved in mainstream film and TV titles including The Hangover, Inception, The A-Team, Batman Begins, Rock n Rolla, The Good Girl, Numb3ers, Brooklyn’s Finest, Henry Poole is Here, Inglorious Basterds, and I Know what you did Last Summer.

From its first inception as “Your Bridge to Other Markets”, the MediaXchange vision for the media business has always been worked around the keywords “global” and “collaboration”. For 20 years, MediaXchange has worked actively with an international clientele of TV channels and production companies, writers and executives, as well as Feature Film studios, producers, financiers, government agencies, academic institutions, and now the full spectrum of transmedia producers. The company assists clients to build the bridges that will enable them to make informed decisions and put them in the best competitive position to execute their business and secure ongoing partners.

Dezi Rorich, the Chief Executive of Metal Moon, began her career in the entertainment industry nearly 30 years ago, rendering Unit Publicity services for motion picture and Television network projects shot in South Africa–which she continues to do. Sharing experience gained through her hands-on work in the international marketplace, Dezi has been a pro-active player in the development of the South African industry, and much of her effort has been instrumental in bringing international trends to South Africa. Over the years, Rorich has strategise & implemented tailor-made marketing campaigns in the international marketplace for National Government, Film Organizations and Film Offices, as well as Public-listed Media Conglomerates, Production companies, film-related services and suppliers, and producers and media professionals.

In addition to Johannesburg and Cape Town, MediaXchange cities have included New York, Toronto, London, Washington DC, Paris, Berlin, Munich and Cologne.

For further information please contact Dezi Rorich in South Africa + 27 82 578 1456 metalmoon@ion.co.za