Rome MIA Market: True Colours Founders Talk Move Into TV Sales Under New Managing Director Elliot Gustin-Hollman, Announce Lineup (EXCLUSIVE)

Nearly 10 years after its launch, Italian sales company True Colours is branching out from feature films into the TV content space under the new management of Elliot Gustin-Hollman, formerly with Paris-based distribution powerhouse Newen Connect.

The move into TV sales is being made by True Colours – which is co-owned by Italy's Indigo Film and Lucky Red – after these companies increasingly ventured into scripted dramas over the past decade. And these Italian shows, made by indie producers, need to be sold outside of Italy with the proper dedication and curation.

"Ten years ago we saw the opportunity to start a film sales company and it paid off," said Indigo Film partner Carlotta Calori, adding that True Colours has become a reliable international film distributor not just for them but for other Italian producers. And "over in time, even for producers outside Italy."

"Now we are looking to do the same thing with TV shows," Calori added.

"I'm not here just to work on their shows," said Gustin-Hollman, who at Newen Connect held the title of VP of acquisitions and co-productions. "I'm also here to work with all the independent producers in Italy."

Gustin-Hollman went on to note that indie producers "are in a moment of crisis where there is less money coming from broadcasters and streamers," which, in turn, means that "sales companies need to work with producers from the initial stages of their projects." The new True Colours managing director also pointed out that he intends to work on library content.

Lucky Red Head of acquisitions Stefano Massenzi noted how the expansion of True Colours into the TV space comes as the landscape of Italian sales companies is changing with the arrival of new players such as distribution company PiperFilm, which has ties to Netflix in Italy and just launched from the Rome MIA Market , and RAI Cinema International Distribution, the new standalone film sales unit of Italian state broadcaster RAI that launched from the European Film Market in February.

"The good news is that now there are more opportunities to exploit Italian films around the world," said Massenzi, who pointed out that under new legislation Italian producers are now able to hold on to a greater chunk of the rights, including internationally. "But the feeling both Indigo and Lucky Red had when we brought our shows to the international market [through other, bigger, sales companies] is that we didn't get the right exposure," he continued.

"With True Colours we will have a different approach. We are smaller, we are boutique. We will take care of all shows like they are our baby," vowed Gustin-Hollman.

On the TV side, new True Colours titles include U.S. director and producer John Maggio's high-profile doc series "Milano," about the explosion of Italian fashion in the 1970s and 80 and featuring interviews with Giorgio Armani, Tom Ford, Sharon Stone, Frances Mcdormand, Helen Miren and Samuel L Jackson as well as Swiss/Italian series "The Palm Line," about a Swiss journalist investigating how her father was killed by the Sicilian mafia when their plan to sell a fake Caravaggio painting and keep the original for themselves backfired. "The Palm Line" is directed by Fulvio Bernasconi and produced by Switzerland's Hugo Films, Italy's Indiana for Swiss broadcaster RSI and French-German broadcaster Arte.

Recent True Colours film titles on display at MIA comprise Ukrainian filmmaker Pavlo Ostrikov's sci-fi romcom "U Are the Universe," which launched from Toronto; Brussels-based due Helenme Cattet and Bruno Forzani's homage to 1960s Euro-spy stories "Reflection in a Dead Diamond"; and Italian directors Luca Della Grotta and Francesco Dafano's eco-themed animation film "Forest," which is about deforestation.

Pictured above (from left to right): Stefano Massenzi, Carlotta Calori, Elliot Gustin-Hollman, Andrea Occhipinti