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Juan de Dios Larraín and Pablo Larraín’s Pijama Platform to Move Into Film Acquisitions at Karlovy Vary
The Apex Times

THE APEX TIMES

Culture/The Apex Times/Jul 6, 1:18 PM EDT

Juan de Dios Larraín and Pablo Larraín’s Pijama Platform to Move Into Film Acquisitions at Karlovy Vary

Speaking at the Karlovy Vary industry forum, producer Juan de Dios Larraín said Pijama Platform will begin buying rights for what he described as three large projects, aiming to pair them with major marketing campaigns.

2 min readEditor-approved Apex article

Pijama Platform co-founders Juan de Dios Larraín and Pablo Larraín said at Karlovy Vary’s industry forum that their company is moving into film acquisitions, with plans to take on “three big films with great talent” ahead of distribution and marketing activity. The announcement came during a panel held on the second day of the forum, as the festival and its market events gathered international buyers, producers, and sales teams.

According to the remarks, Larraín framed the initiative around a market problem he said producers face when projects fail to secure distribution. “The fact that your movie doesn’t find distribution doesn’t mean that it doesn’t have an audience,” he said during the discussion. He added that audience size can range from a small circle of viewers to larger numbers, but the key issue for creators is connecting the film to those viewers in a way that allows rights holders to monetize their work.

Larraín’s comments were directed at how films are surfaced in a crowded marketplace, and how companies can help create that connection after initial sales efforts fall short. He described the practical question facing filmmakers and producers as not only whether viewers exist, but whether there is a route to reach them and convert interest into financial return.

The acquisition plan was described as a step beyond Pijama Platform’s prior role in developing and backing projects. The panel discussion indicated that the three acquisitions are intended to be rolled out with “big campaigns,” positioning the company as both a rights buyer and a distributor-facing partner focused on scale marketing rather than niche release strategies.

Karlovy Vary’s industry forum is where producers and financiers commonly preview upcoming slates and discuss financing, sales, and distribution pathways. By announcing acquisitions and campaign intent on that stage, Pijama Platform indicated that it expects to engage directly with mainstream market dynamics, including the selection and launch decisions that follow rights purchases.

Neither the announcement nor the accompanying report identified the three films, the timing of their releases, or the specific talent attached. The next concrete milestones for the company, therefore, would be public details on the acquired titles, their release plans, and the companies involved in distribution and marketing execution.

In the broader context of festival markets, acquisitions can be a report to buyers that a studio-backed or platform-backed entity sees sufficient audience demand to justify uptake and promotion. For creators whose projects face distribution gaps, Larraín’s stated thesis suggests an emphasis on re-routing films to audiences through rights acquisition and campaigns, rather than treating an early sales rejection as a final outcome.

Why It Matters

  • An acquisitions push can change how projects that struggle to secure distribution are handled, shifting the pathway from sales-first to rights buying and campaign-led launches.
  • If Pijama Platform proceeds as described, producers and rights holders could see an additional buyer option at a major European market venue known for connecting films to international distribution.
  • The focus on “big campaigns” suggests an approach that targets mass-market visibility rather than purely festival or limited audience strategies.
  • For Karlovy Vary’s industry ecosystem, the announcement adds a new actor indicating willingness to invest in slate building and promotion, which can affect negotiations and competition for audience reach.

Sources

Key Facts

  • Juan de Dios Larraín and Pablo Larraín said Pijama Platform is moving into film acquisitions at Karlovy Vary’s industry forum.
  • Larraín said Pijama Platform will acquire “three big films with great talent.”
  • The acquisitions are intended to be launched with “big campaigns,” according to the panel discussion.
  • Larraín said a film lacking distribution does not mean it lacks an audience.
  • The remarks were made during a panel on the second day of the Karlovy Vary industry forum.
  • The report did not name the three acquired films or provide release dates or specific attached talent beyond the general description of “great talent.”