1. As president of ALIA, what is your perception of the sector at present?
The situation of the sector is currently very good, we have a good willingness on the part of public institutions to collaborate and work together, both with them and with the
rest of the sector’s associations, with which ALIA has a very good relationship when it comes to establishing synergies that make us stronger. The Spanish industry is going through a golden age with the irruption of platforms and the increase in international filming, attracted by the improvement of incentives in our
country.
As far as our business activity is concerned, there is no doubt that having organised ourselves as a collective is helping to improve our companies. Furthermore, in ALIA, which is a very diverse association of technical and service industries, we are going through a second stage of specialisation in which we are creating working groups to focus on the intrinsic problems of the different sub-segments in which our members are organised.
2. What do you think the audiovisual industry needs to continue to grow, and is there anything in particular that you think should be improved?
Specialised technical training, for which we are already working with different institutions, such as the Madrid Film Office, the IRTVE and the ICAA.
3. Aluzine is a benchmark in lighting and has continued to grow over the last few years. In 2022 you launched a new headquarter. Do you notice that the demand for
lighting material continues to increase?
Yes, in fact the new warehouse was opened due to a lack of space, and maybe in a short time this will also have to be expanded! The demand for lighting material is increasing exponentially, logically, hand in hand with the increase in production in our country.
4. What would you say is the key to good lighting during a shoot?
Production must understand the technical team and assess their needs and, consequently, their budget, depending on their narrative objectives. From the photography department it is also important to lay the right foundations for the photographic approach. A good gaffer with the right lighting equipment will do the rest.
5. How do you manage to adapt to the speed of production times in advertising, would you say that this is one of the big differences compared to film?
Aluzine has been working in advertising for decades and we have a deep understanding of how the industry works and what our clients’ needs are. The entire Aluzine team is trained and prepared to work with total availability and flexibility, because that is what advertising productions require. Obviously, collaborating with reliable production and lighting teams, which is something
that our extensive experience shooting advertising has given us, helps a lot in achieving objectives and adapting to the speed you mention.
