Sonia Rovai, the newly appointed head of Wildside, the producer behind the acclaimed series My Brilliant Friend, is committed to uncovering and nurturing Italy’s emerging talent in film and television. Speaking at the AVPSummit in southern Italy, Rovai outlined her vision for the Fremantle-backed company, emphasizing a focus on young writers and directors to drive the future of Italian storytelling.
Rovai, who succeeded Mario Gianani earlier this year, has made it clear that while Wildside will continue to excel in its traditional genres, there will be a concerted effort to diversify and amplify fresh voices. “We need to push to find the Italian next generation,” Rovai stated, highlighting her initiative to develop a slate of new projects featuring these talents.
Her approach involves actively seeking out new voices, visiting local theaters, and reconnecting with Italian creatives who have moved abroad. “To find a way to give them a voice is a challenge that I would like to achieve,” Rovai said. “It gives you a reason to do this job, to discover new voices that have to be discovered. Otherwise, I don’t know who will be our future in 20 years.”
In her tenure so far, Rovai has already overseen significant deals, including a collaboration with Sony Pictures International Productions. The partnership’s inaugural project, Upside Down Family by Alessandro Genovesi, is set to kick off a series of international films with an Italian perspective. Rovai shared that the team is gearing up for their next project under this agreement, aiming to begin production next year. Sony’s ambition is to create a “library of international movies produced with an Italian angle,” Rovai explained.
Rovai also addressed comments from Sony’s Wayne Garvie, who challenged Italian producers to embrace more creativity and entrepreneurial spirit. Wildside, under Rovai’s leadership, is responding by fostering strong relationships with international production houses and developing high-profile projects, including Audrey Diwan’s Marriage Portrait with Element Pictures and Sky’s thriller Iris by Neil Cross.
With a legacy of adapting prominent novels, such as the works of Elena Ferrante, Rovai intends to carve a unique niche in the literary adaptation market, leveraging the expertise of Fremantle’s literary specialist Raffaella De Angelis. At the AVPSummit, she noted the ongoing trend of adapting iconic Italian novels into major TV series, often in collaboration with English-language partners, such as Netflix’s The Decameron and The Leopard.
Rovai addressed the nuanced debate around language and cultural authenticity in productions, acknowledging that partnering with U.S. entities often necessitates English-language content to ensure global appeal. However, she stressed the importance of retaining cultural depth and authenticity, citing Squid Game as a model of success despite being a non-English language show.
Amid shifting trends, Rovai observed that Italian commissioners currently favor contemporary and locally grounded stories over period dramas, although there remains a fascination with Italy’s historical narratives. She pointed out that the market’s tightened budgets have led commissioners to be more specific in their demands, seeking procedural dramas, comedies, and well-defined casting.
Despite financial constraints, Rovai praised the commissioners’ clarity and openness to flexible rights arrangements. Wildside is developing a new series with a streaming platform, exploring innovative production models that allow for future rights sales based on the strength of the story.
As Rovai continues to steer Wildside into its next chapter, her strategy underscores a commitment to discovering and promoting Italy’s next generation of cinematic voices, ensuring a vibrant and diverse future for Italian storytelling.
