Canadian feature films need to be Canadian. lt is crucial that the government maintains the current Canadian content requirements governing a production's access to public funding for the creation of Canadian feature films, such as the Canadian film or video production tax credit, co-production treaties with other countries, Telefilm feature film financing, and the Canada Media Fund.
Some producers and distributors have proposed that Canadian content requirements for leading performers be weakened to attract financing. This is absolutely the wrong approach to take. lt is impossible to build a dynamic Canadian feature film production sector by casting non-Canadian performers in all of the leading and challenging roles. Weakening the existing guidelines around non-Canadian performers in key roles would be detrimental to the Canadian film sector and make it impossible to successfully establish a distinctly Canadian voice.
Quebec has managed to develop a system for both its onscreen and behind-camera talent. As a result, Québécois directors are increasingly being sought after on the international scene. For example, the upcoming sequel to the classic Blade Runner will be directed by the award-winning Canadian director Denis Villeneuve, whom I've had the chance to work with.
English Canada needs to adopt this approach when promoting its own artists and creators. lt is vitally important that we Canadian performers be given the opportunity to develop our personal brands creating a virtuous cycle where suddenly having a recognizable Canadian as a lead helps to secure all the important financing.
Maintaining the Canadian Audio-Visual Certification Office's point scale is an important component for establishing Canada's star system, but it's only one part of the puzzle. lt is imperative that we aIso properly market and promote feature films both at home and abroad. If Canadians don't know about the great work we're creating, how can they be expected to watch it?
Homegrown, creative talent in Canada and in Canadian productions must be the norm, not just because it's the right thing to do, but because we need to continue to tell Canadian stories.
Stephen.