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Cinema Chain in Brazil Screens an Old Children's Film More than 100 Times A Day to Meet Quota Law
Key takeaways
- In São Paulo alone, 114 screenings of the title were scheduled on a single Wednesday, mostly between 11 a.m. and 2:45 p.m.
- Cinemark says the screenings are tied to its School Project program but did not explain the direct link.
- The film’s director, Mariana Caltabiano, said she was unaware of the film being used for quota purposes but sees no issue with it.
Why this matters: an international story with cross-border implications worth tracking.
In São Paulo alone, 114 screenings of the title were scheduled on a single Wednesday, mostly between 11 a.m. and 2:45 p.m. Employees confirmed that internal guidelines are to show the film early in the day to meet targets.
Cinemark says the screenings are tied to its School Project program but did not explain the direct link. Screenings visited by Folha were completely empty. In total, 17,237 screenings were scheduled in 2025, with 1,882 viewers — an average of 0.1 per showing.
The practice does not violate current law. The film’s director, Mariana Caltabiano, said she was unaware of the film being used for quota purposes but sees no issue with it.
Article preview — originally published by Folha (English). Full story at the source.
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