Dedalus aims to reaffirm the central role of the original producer in shaping and steering a project from concept to completion, placing that role at the heart of the dialogue on the evolution of 21st-century cinematic and audiovisual storytelling. Original producers identify stories, nurture their development, and oversee every stage of production, defining the creative identity of the work and ensuring its coherence throughout the process, while taking on artistic, technical and financial responsibility.
“There’s a strong sense of unity among Dedalus members,” said Marina Marzotto, President of Dedalus. “We all feel the need to clarify what an original producer really does in bringing a film or TV series to life, from its inception through development and production. We’re eager to engage in dialogue within the industry, because we are convinced that recognizing the true scope of our work benefits everyone.”
Dedalus is an initiative open to individual professionals rather than companies, reflecting its mission to represent and advocate for producers as professional figures. The initiative seeks to be a forum for discussion and dialogue — primarily with authors, the producers’ natural creative partners — and with industry associations, but only on matters related to the recognition and enhancement of the producer’s role. The Alliance believes that unlocking the full potential of this figure is a strategic element for the qualitative development of the entire industry.
“We chose the name Dedalus because the original producer acts as a guide, helping to find the right path through experience and vision” added Riccardo Tozzi, Vice President of Dedalus. “In other words, they are the people who, both creatively and practically, piece by piece, turn ideas into finished works for audiences to experience. We also hope that younger generations will see this as a profession worth aspiring to — after all, we bring dreams to life.”
To advance this goal and promote a fair recognition of the producer’s contribution, Dedalus plans to:
- design, promote and organize initiatives to highlight production activity in Italy and abroad, including educational programs and training courses for schools, universities and other specialist organizations;
- foster continuous training and professional development for its members;
- take an active part in major industry events to encourage dialogue with key players and help build a broader understanding of the producer’s role in today’s audiovisual landscape.
