The year was 1992 when Ettore Bernabei, a former chief of Italian public broadcaster RAI, founded Lux Vide, first as an advertising company before moving into television production.
Over 30 years and 1,300 hours of television later, the production house has become the second largest independent studio in Europe and boasts a slate of ambitious shows, from Italian favorites such as “Don Matteo” (just entering its fourteenth season) and “Doc” to more international fare, like “The Medici.”
Following Lux Vide’s acquisition by Fremantle two years ago, the shingle continues to provide uplifting content with international appeal. “Lux has alternated great international productions, filmed in English, and Italian productions which nevertheless have the possibility of being sold abroad,” CEO and son of Ettore, Luca Bernabei tells Variety.
“We try to make feel-good content aimed at families. That’s our brand. In the end we do something that not many people are doing in this sector. We are interested in stories which are positive. And which are needed more and more these days,” he adds.
Luca’s sister and now honorary President of Lux Vide, Matilde Bernabei, adds: “When we founded the company, our goal was to create impactful content that could resonate with people of different cultures and faiths, starting with the “Bible Collection.” I am proud to have played, hopefully, a driving role in expanding our horizons, including contemporary stories that were conceived to be sold abroad and resonate on a global scale.”
Despite Italy being hit early and hard by COVID-19, Lux Vide was one of the first European studios to come back online. “For over 30 years, we have inspired generations of viewers, always keeping the heart of our mission alive. With a special focus on high-concept dramas, this vocation is reflected in an editorial line that stays true to the feel-good content that has defined us from the very beginning,” Luca says. “During COVID we began to imagine that once everything was over, people would need escapism. So we looked for stories set in distant places. ‘Sandokan’ is just such a mythic character. Employing innovative technologies, our ambition was to reignite the dreams of past generations while re-presenting Sandokan’s legendary adventure to contemporary audiences in a modern style.”
The seven soundstages totalling 7,000 sq. meters (75,000 sq. feet) at Formello, a small town on the periphery of Rome, are a particular point of pride for Luca Bernabei: “After 30 years of continuous investments, we created a city of production with sets and studios and workshops, along with professionals: story editors, screenwriters, directors and technicians among others. The benefits are already tangible. For ‘Sandokan,’ we used the height of our technology, including a 360 degree OLED wall, to bring back to life a cultural icon that has captured the imagination of readers and viewers for almost two centuries.”
Based on a series of novels by Italian author Emilio Salgari, “Sandokan” was adapted into a hugely popular series of films during the 1970s, starring Kabir Bedi and directed by Sergio Sollina.
Another English-language show “Costiera” sees an ex-marine with Italian roots, played by “Only Murders In The Building” star Jesse Williams, solving crimes on the spectacular coast of Positano. Think “Magnum” meets “White Lotus.” The show combines Italian creatives – writers Francesco Arlanch and Elena Bucaccio – with the international talent of the cast and American director Adam Bernstein, whose credits include “Breaking Bad” and “Fargo.” This combo has attracted streaming giant Amazon.
“With “Costiera,” we became the first Italian production company to secure a co-production deal with Amazon, setting a new industry model,” Luca says. “This would not have been possible without our structural growth that allowed us to configure a giant like Amazon as an equal partner.”
Today, Luca identifies two lines moving forward. “One with strong international IPs created by us, conceived to be produced and distributed globally. The other focuses on original content for the Italian market, with the potential to be appealing for the rest of the world. None of this would have been possible without the unwavering passion, professionalism, and dedication of this extraordinary team.”
Andrea Scrosati, CEO Continental Europe of Fremantle, and chairman of Lux Vide, comments: “Lux Vide epitomises Fremantle’s vision to be a business based on unique talent, creative ideas, and a capacity to brilliantly deliver, working side by side with the right partners across the world. I have built a much-valued relationship over many years with Luca and Matilde, and was so proud to have their incredibly talented team join the wider Fremantle family a few years ago.”
With Fremantle now responsible for the distribution, Lux Vide can concentrate on producing more shows. Scrosati continues: “Lux Vide’s qualities include combining craftsmanship with a strong international industrial model, where we recently expanded the company’s in-house studio capacity, to become a major new European physical production hub. Together we will continue to deliver many extraordinary shows to a global stage, making the Fremantle scripted slate even stronger.”