Founded in 1986, Cinélande is one of Quebec’s largest production companies specialising in television commercials. For over thirty years now, its outstanding directors, highlyexperienced associate producers, teamwork, stable workforce and complete infrastructure have allowed the group to secure a prominent place in the industry. An interview with Alex Sliman, President and Executive Producer.

What is Cinélande’s mission?

For 31 years, our mission has been to showcase Quebec’s talent. Since its launch in 1986, our production company has prioritized human values and has strived to act as a large family. Today, our team is made up of about fifty people of various ages. Cinélande has its own executive producers, line producers, production managers and coordinators, as well as postproduction teams (film editors, colourists, etc.).

How can your success be explained?

Our success was built over time. Our producers are always on the lookout for new talent, which we support as best we can, regardless of the medium used. That said, I believe our family spirit and the talent of our team have played an important role in our success.

How does Cinélande attract its directors?

Pierre Lalande and André Viau founded Cinélande to provide expertise in the production of commercials, which did not exist at the time. We were collaborating primarily with filmmakers like Jean-Claude Lauzon and François Girard. Then, word of mouth drew in work from a new generation, among which were Denis Villeneuve and Jean-Marc Vallée. They had barely begun their careers when we hired them, but they all became brilliant directors. Today, we continue to invest in the promise of the next generation, which includes people like Mathieu Grimard, Mélanie Charbonneau and Sébastien Duguay. Whether they have a background in film or TV clips, our directors all display creative thought processes as well as depth and rigour in their work. They probably choose to work with us for those same reasons. In a more practical way, Cinélande offers infrastructure that makes things simpler. It is the only Montreal production company with its own studios and an integrated postproduction department.

Who are this generation’s directors?

Directors try to tell a story that leaves an impression on viewers’ minds, above all. Nowadays, the advertising industry is changing quickly and forcing us to consider things more deeply and to communicate in a different and effective way. Our directors are keeping up with the changes and always find ways to think outside the box and stand out. The new generation is inspiring; it’s amazing to what extent their creative references come from all kinds of different art forms.

Describe one of the most unforgettable projects you have produced.

It’s hard to make a choice, because since I began at Cinélande, I have produced over 3,000. I would have to say that most recently, I loved the Tourisme Québec campaign. It showed me the province from a different perspective. Quebec is full of generous people, spectacular landscapes and talent. We are very lucky.

What’s the biggest challenge for a company like yours?

Reinventing ourselves. We regularly have to look in the mirror and ask the right questions: what can we do to better support our talent, better showcase its work? Have we properly fulfilled our mission? At Cinélande, we remain humble in spite of success. We have had our ups and downs. Nothing is easy. We must always try to improve.

Text: Diane Stehle

Her full name does not appear in my address book. For the first couple of years after we met, in fact, I had no idea she even had a family name. When she comes up in conversation in my circles, which happens with alarming regularity, people tend to know immediately who Anna is. Now that is what I call a brand.

So when came the time to update my address book setting, I didn’t know her full name but in many ways it didn’t matter. She is, quite simply, Anna “Concierge”. Say that to almost anyone in this city, and they know. They just know.

When I was offered the chance to sit down and chat about her line of work, I jumped at the chance. I mean, who doesn’t want to know one of Montreal’s most influential connectors? And on top of all that, she’s a lovely little bundle of energy, fun, and discretion of course.

What’s the key?

It’s all based on the human relationship. I’ve worked very hard to cultivate close and trusting relationships, and that’s why I’m able to get what I get. It’s why people are so accommodating to me when I ask them for something: mutual respect.

What is the benefit of working with you?

These are my streets. this is my community, my city. For the past two decades, they’ve taken care of me, so my relationships across the city ensure that my clients get a little of that special extra touch. It’s a two-way street: I send my awesome clients to the best places I know, and the people there treat my crowd like they’re royalty. It’s a win-win.

Is there a specific Montreal flavour that comes with those people that they can’t get anywhere else?

When you visit Montreal, you’ve got to know the right people and places so that you are not just following a guidebook. you want to connect with real local people who are authentic and who know the real Montreal. People who know the right time to go to schwartz’s and where to go for a proper coffee, foie gras or champagne, and how to get tickets to a sold out show. My goal is to make every single person visiting Montreal feel like, become, a Montrealer. I want them to live an experience so strong in our city, so authentic that they understand what it is to be a Montrealer.

What make a good concierge?

Treat everyone like they are family. If you are my guest for one day, you’re my guest for the rest of your life.

Why did you become a concierge?

One day I saw the Concierge desk in a hotel and realized right then and there what I wanted to do. this is my calling.I like taking care of people and making sure they have a good time and I love making the impossible come true. when someone wants to make a dream come true or experience the craziest request, I will find a way to make it happen.

What’s your success rate on impossible requests?

I’d say I’m at about 98%, and I promise you I can’t reveal what the 2% wanted… lol!

Are you limited to Montreal?

Luckily, I have my own little black book of international concierges. I consider these folks my international family, members of the Clefs d’or international concierge association. we scratch each other’s backs all the time, you know.