As Vancouver’s film and television producers struggle to recover from the economic and industry challenges of the past few years, long-time local player Paperny Entertainment is gambling on big returns south of the border.
The company, previously Paperny Films, rebranded in October and launched its first non-Vancouver office in New York City.
“This is a big gamble for us; it’s a big investment for us – but we think that there’s a big payoff as well,” said David Paperny, president and co-founder of his eponymous company, which is known for its factual programming including hit street-cart vendor show Eat St.
Paperny said his company’s U.S. expansion is the largest and most significant strategic move the business has made since it bought its own building on Quebec Street six years ago.
“We felt it was time we made a more concerted effort into conquering the U.S. market,” he said. “Although we have been selling into the U.S. for a dozen years with great projects, it was hard, we found, to be consistently selling into America from Canada – especially from Vancouver.”
The company has hired senior American broadcast executive Lynne Kirby to head the New York office. Kirby previously worked at Discovery Fit & Health, Planet Green, Discovery Channel, Sundance Channel and Court TV.
Paperny said the New York office will be closely integrated with the Vancouver development team, helping to create shows that can be sold into Canada and the U.S.
Some shows will also be targeted more at U.S. audiences.
Paperny said he’s optimistic the move will help the company broaden the reach of its projects.
“Having an office in New York, having regular meetings in New York, having an American exec who can help translate our quirky ‘Canadianness’ into ‘Americanese’ is going to be very helpful,” Paperny said. “And most of all, we’ll have a daily, on-going presence there – not simply once in a while where we get down there every few months.”
He added that while Paperny is still “in recovery mode” from a couple of years of industry struggles, he’s optimistic the company’s New York expansion will do more than just boost that recovery.
“We’re looking for more than just a recovery; we’re looking very optimistically at the future,” Paperny said.
“Despite people’s suggestion that television is going to die with just online fare [remaining], we’re very optimistic at the future of the industry and at our ability to grow.”
Paperny said he isn’t aware of any other Vancouver-based production companies operating a U.S. office, though he said the practice isn’t uncommon among Toronto and Montreal-based production companies.
Liz Shorten, managing vice-president of operations and member services for the B.C. branch of the Canadian Media Production Association, said opening a U.S. location can change how U.S. broadcasters view a Canadian company.
“If you’re in the States – and it tends to be Los Angeles and New York – you’re legit, you’re a player: you’ve got that address.”
Shorten added that a consistent presence south of the border also gives companies key U.S. market intelligence.
She said one key industry imperative driving Paperny’s New York expansion is also playing out in Canada, where broadcast industry consolidation is pushing Vancouver’s producers to spend more time in Toronto.
“In the Canadian [film] business, the decisions get made in Toronto, and in the U.S. business, the decisions get made in New York and Los Angeles – so you’ve got to have some active participation where those decisions get made.” •
