Director Luis Mandoki and producer Mimi Polk Gitlin have launched Mandolin Entertainment and entered it into a spot, music video and longform deal with bicoastal/international Propaganda Films. Mandolin is headquartered in Propaganda’s Hollywood complex.
Per their agreement, Propaganda will represent Mandoki and other Mandolin directors for commercials and music clips. Propaganda also has a first-look arrangement on features and TV work out of Mandolin. The two companies will develop theatrical motion pictures, TV and new media projects for assorted directors, including Mandoki and his Mandolin colleagues, as well as helmers at Propaganda.
Mandoki is experienced in spots and features. He has directed such films as Message in a Bottle, When a Man Loves a Woman, White Palace and Gaby: A True Story. Mandoki is currently in postproduction on Angel Eyes, which stars Jennifer Lopez.
Gitlin serves as Mandolin’s president. She had worked with directors Ridley Scott and Tony Scott for many years, and had a hand in the development of their Los Angeles-based feature company, Scott Free. Her producing credits include the Ridley Scott-directed Thelma & Louise. Gitlin recently produced the dark comedy Picking Up the Pieces, directed by Alfonso Arau.
Gitlin explained that she and Mandoki wanted to open a company that could be active in short and long form, including projects for emerging media. "Propaganda offered us all those opportunities, while supporting our Mandolin label," related Gitlin. "We’ll also be able to bring in our own directors. Our goal is to gain U.S. exposure for untapped talent from around the world."
Initially coming into the Mandolin fold are two Mexico City-based directors, Simon Bross and Alejandro Gonzalez, who are both established in commercials for the Latin American market. Gonzalez has also made his mark in long form with the feature Amores Perros (Love’s a Bitch), which garnered attention at Cannes earlier this year. Gitlin said that Bross and Gonzalez will be introduced to the U.S. spot and music video arenas via Propaganda, and gain feature as well as TV opportunities through Mandolin.
"The Hispanic market both in the U.S. and abroad has enjoyed explosive success worldwide in the past few years—a trend that will only continue," stated Trevor Macy, COO of Propaganda. "By aligning not only with Luis and Mimi, but with Mandolin’s other talented filmmakers, we’re looking forward to bringing their distinct sensibilities to new markets, not only in motion pictures and television but in new media as well."
SPOT AMBITION
Mandoki noted that he wants to step up his involvement in commercials. He reasoned that Propaganda is well positioned, with its sales force and production team, to facilitate that expansion. Mandoki estimated that he would become more readily available for ad assignments starting in January, when post on Angel Eyes is wrapped. In the meantime, he is willing to tweak his schedule to accommodate select spot projects. Mandoki said he’s attracted to commercialmaking because it presents "the challenge of telling a story or conveying a message in thirty seconds. It’s a highly creative medium that’s quite different from feature films."
Mandoki had previously been handled for commercials by executive producer Susanne Preissler at bicoastal RSA Independent. During his relatively brief stay there, he helmed several ad jobs, including a Prozac spot out of Leo Burnett Co., Chicago, a short film for Skyy Vodka via Del Mar, Calif.-based agency Lambesis, and a Raleigh bicycles commercial via Weiss Whitten, New York. Preissler has since left RSA and retains her ensemble of feature directors for spot work (SHOOT, 8/25, p. 1).
Prior to RSA Independent, Mandoki was on the spot roster of Hollywood-headquartered Propaganda Independent, a label that Preissler headed as part of the Propaganda operation. However, Mandoki didn’t direct any commercials at that time because he was in the midst of directing Message in a Bottle.
Gitlin said that she and Mandoki feel comfortable with Propaganda in that the company has a track record of supporting directorial talent in features, spots and music videos. Though he has yet to helm a clip, Mandoki said he is very much interested in diversifying into the music video discipline. As for emerging media, Propaganda is looking to make inroads into interactive content via the new role being assumed by company executive and former ad agency vet Sam Walsh. (See separate story, p. 1.) Gitlin also cited the attraction of teaming with Propaganda president Rick Hess, noting that she has known him for years, dating back to when he was at the William Morris Agency. Hess assumed Propaganda’s presidency in Oct. ’99, after exiting his post as head of production at Phoenix Pictures, the Culver City, Calif.-based feature company under the aegis of president/CEO Mike Medavoy.
Several Mandolin feature projects are currently being discussed with Propaganda, including: Operation Garbo, a World War II political thriller; Shampoo of Chefs, centered around a young aspiring chef who moves to New York to pursue his career dream; Amazing Grace, an action drama based on the life of Pretty Boy Floyd; and a comedy titled Boom, with Anthony Drazan (Hurlyburly) attached to direct.
