The Tarak Ben Ammar "empire" : controlling the film’s lifecycle
The North "returns back down" to the South
THE STUDIOS
Empire Studios. In 2002, Tarak Ben Ammar re-launches his studios in Tunisia in Latrach, close to Hammamet, 60 kilometers from Tunis, with the Italian company Lux Vide. The site, surrounded by hills, was chosen for its resemblance to Rome. "Rome destroyed Carthage; today Carthage brings ancient Rome back to life." Work began in 2001, shortly after the 11 September, making it all the more audacious. Objective: to guarantee five years of investment and employment in Tunisia. The investment was $ 20 million. Construction took one year, thanks to the work of 500 masons and craftsmen, but also fine-arts students. There are 5,500 m² of sets over 11 hectares. Three air-conditioned studios (two of 1,000 m² and one of 400 m²) with permanent decors (at two-thirds actual size). The site also houses decor production workshops (leatherwork, plasterwork, carpets, joining...) and 5,000 costumes (Roman, Egyptian, Greek...). The studios have been used to shoot television films and theater films: Nero, The Guardians of Rome, The Last Legion, Pompeii...
The de Ben Arous studios, fifteen minutes from Tunis airport. Built in 2007 over more than 10 hectares, they have two multi-use sets, production workshops for decors, costumes, accessories... Giuseppe Tornatore is currently shooting his new film there, Baaria, forty years in the life of a Sicilian village, which has been completely reconstructed.
The Gammarth studios, also fifteen minutes from Tunis airport. They will cover 12 hectares, on the sea front, just nearby laboratories of the same name. Their construction will start soon and will be completed in 2009.
THE LABORATORIES
The Gammarth laboratories date back to 1967. They were created by the president Bourguiba. In 2003, the president Ben Ali wanted to bring them back to life. He chose to combine with the private sector to develop an efficient tool, which is also used for training. Tarak Ben Ammar has undertaken to bring in the equipment to create an image and sound production tool.
Taoufik Guiga: "For three years, we restored, renovated and extended the old laboratory. We now control the photochemical and digital production chain. Tunisians can work there at a special price, which is compliant with the regional market. It is also a way of initiating and encouraging a veritable industry. With the Hammamet and Ben Arous studios, we are at the front of a production line. Anyone that comes to film here practically leaves with his film under the arm! Or at least with the rushes."
The LTC-Gammarth complete postproduction is operational since September 2007. Taoufik Guiga: "We have completed five feature-length films, three short films and fifty advertising films. We work with the Algerians, Moroccans, Libyans and the rest of Africa. We want to encourage southern industries to develop. We train our own technicians. We are preparing an agreement with the State and the different public and private schools. For the time being, we provide trainees with on-the-job training to familiarize them with the production tool."
Tarak Ben Ammar: "I want to offer services to productions that are filmed in Tunisia and offer copy printing at a competitive price. The Tunisian State has authorized me to build a laboratory exempted from customs and taxes. The French market represents over 500 million meters of film, of which slightly more than half is developed in French laboratories, the rest being imported. This laboratory is primarily aimed at the needs of the French market, currently developed outside France, and then, why not, the needs of the major studios for their markets outside France."
"I don’t want to compete with the French laboratories and, in doing so, shoot myself in the foot, but rather reverse the domination of the major American laboratories over the European market." This tool is also placed at the service of local audiovisual, African and Middle-Eastern productions. It is not a delocalization.
Since 2005, the North has thus been returning back down to the South. Tarak Ben Ammar is transferring a part of the technological know-how – which is internationally recognized – from his French companies to his laboratories in Tunisia. He is training local teams in the use modern techniques, with the help of French technicians. This operation opens the possibility of qualified employment for young Tunisians.