Pedro Felix Leda

World Screen Weekly, February 22, 2006

President

Ledafilms

Everyone who has done business with Pedro Leda, the president of Ledafilms, is familiar with his gentlemanly demeanor and his thorough knowledge of the distribution business.

What they may not be aware of is the equally extensive production experience he acquired at the very beginning of his career. “I was 19 and quite a successful copywriter at a cinema advertising company in Buenos Aires,” recalls Leda. “I was well received by the advertising heads at agencies and by sponsors except for one guy: the advertising VP of a German water heater company who refused to meet me, saying that he did not discuss business with ‘children!’”

Despite this setback caused by his young age, Leda persevered. He was hired by one of the largest advertising agencies in Argentina to head its TV and radio department. “You have to understand that at the time, 1958, TV was in its infancy in Argentina,” explains Leda. “Just one black and white network, no tape yet, not even film. Everything was produced live. And everybody who worked at the network—cameramen, directors, producers—were all new to the industry. So I, as a 20-year-old young man, was producing 11, yes, 11 TV programs per week! And that’s not all, also dozens of live commercials.”

In 1960, Leda set up his own company, which provided advertising services and production of commercials. He brought in a partner and broadened the business to include distribution of European and American movies and TV programming to Latin America. Leda proved himself a very successful producer, re-versioning European documentaries and programs for the Latin American market. One of his shows even sold to the BBC.

Then, in 1974, “I decided that I would like to do everything for myself without a partner, and I started Ledafilms,” he says. For 22 years, Ledafilms was the Latin American sales agent for Twentieth Century Fox. In 1998, Leda decided to branch out. “We started to work for a new Hollywood production company, DreamWorks SKG, as their sales agents for free TV throughout Latin America,” he explains. “When Paramount Pictures acquired DreamWorks last year, we extended our relationship to include the new Paramount films—starting with the 2006 new theatrical release—and their extensive library of motion pictures.”

Ledafilms is also the sales agent for several other companies, including AETN (A&E, The History Channel, The Biography Channel), the Los Angeles-based Pasatiempo, and Videx International, a U.K.-based distribution company with a catalogue of well over 700 titles.

While Ledafilms offers buyers a wide selection of TV programs and feature films, it has built its catalog around action and family titles, which are the most requested by Latin American broadcasters.

Leda and his team will be offering Latin American buyers a diverse slate of titles, including Match Point and Scoop, the latest Woody Allen pictures; New Orleans, a new action picture featuring Robert De Niro; The Black Dahlia, the Brian De Palma film starring Scarlett Johansson; Homeland Security (Antonio Banderas, Meg Ryan); The Hoax (Richard Gere); Manolete (Adrien Brody, Penélope Cruz); Home of the Brave (Samuel L. Jackson); War Inc. (John Cusack) and Rin Tin Tin.

Also new are Masters of Science Fiction, six specials produced for ABC in the U.S., and the second season of Masters of Horror, a very successful series of one-hour movies from the most famous horror directors in the world.

Leda has not only learned to recognize audience trends and broadcaster preferences, he has also honed the ability to navigate the economic challenges that emerge cyclically in Latin American economies. “Sometimes situations arise that are completely beyond your control—military coups, inflation, devaluation of currencies—but that damage you immensely,” explains Leda. “The last time I saw something like this coming was in the year 2000. I said, ‘No, no, no, not again.’ I had gone through this in 1973, ’81, ’89, and then I saw it coming again in 2000. That’s when I decided to move to the U.S. and expand the business and it was a very good move.” Ledafilms now maintains offices in Buenos Aires, Los Angeles and Miami.

Recognized as one of the true gentlemen in the distribution business, Leda modestly counters, “I’ve always believed that as long as you pay your bills and you’re fair to people, in the long run, it should pay off and you should do well.” He says he loves everything about his job, but what he really enjoys the most is being able to attend film festivals, especially the Toronto Film Festival, and get a first look at movies that will premiere throughout the following year.

And what better job could there be than that? “Well, I’ll tell you something,” he says. “I don’t know of any job better than ours because there’s no routine, it’s great. Sometimes I think I could’ve made much more money applying my efforts to packaging or another business, but I cannot imagine myself doing those things!”