By Lara Maria Ferrari
If we want to find the equivalent of the political control room in Hollywood, there is one place that more than any other shows up in our imagination: the living room of a producer. We want to talk to you about Oscar Generale.
There are a number of reasons why the producer, born in Italy but made famous in the U.S., wants to bring Italian stories to the world. It may be because he himself feels that he is part of one of these great stories. Coming soon to the movies is the tale of the adventurous life led by Angelo D’Arrigo, hang glider and aviator who followed the routes of condors and Siberian cranes, wherever they took him. Possibly he and Oscar have something in common. The same spirit which allowed Angelo to achieve his quests, allows Oscar to capture wide horizons with his eyes.
Oscar Generale was born fifty years ago in Rivarolo, not exactly a film outpost, his mom was from Sardinia and his dad from Puglia. He had a great desire to stand out and an unparalleled empathy. Proud of his background, Oscar began his climb splitting himself between jobs, house painter, baker and barman, still ignoring what his destiny had in store for him. It will be a future in films, which he will conquer by the handful and thanks to an uncommon strength of character, noticed and appreciated by one of the all time great actors, Dustin Hoffman, whom he will teach how to make caffè lungo, espresso and macchiato. The pretext was the commercial of a well-known Italian brand, but things took a different turn, oceanic, we may say.
It is thanks to his personal talents that he is able to make the big leap into the Mecca of cinema. Numerous achievements stand out, from the opening of OG Management, with a customer base including Asia Argento, Raoul Bova, Claudia Gerini, Ornella Muti and Giancarlo Giannini, to his landing in mainstream television and fashion, collaborating with major brands until, as we were saying, came the big leap: in 2005, Oscar decides that the time is right to leave Italy and buy a house in Los Angeles, where he will establish Oscar Generale Productions. He builds liaisons with the most important studios, becoming over time the producer of “Giallo”, directed by Dario Argento, starring Adrien Brody and Emanuelle Seigner, “Casino Jack”, directed by George Hickenlooper with Kevin Spacey and Kelly Preston, “The Poison Rose”, with Morgan Freeman, John Travolta and Brendan Fraser, leading up to “Trading Paint” and “Mindcage”, the latter in 2022. The producer had a clear preference for action movies, thrillers and film noir.
In one of the most important moments of his life, a famous American star walked with Oscar on the red carpet at the Cannes Film Festival. In fact, John Travolta and his wife Kelly Preston stood by his side in the engagement proposal he made to Denny Mendez who looked very touched, amused and graceful. First they had to solve the ring problem, though, temporarily lost due to Travolta’s many changes of suit.
The time has finally come to get to know him, close up.
Mr. Generale, Let us begin from the end. You are investing on a new project about Angelo D’Arrigo, an expert of sport flight, who died in a tragic accident, of whom not much is known. What drew you to his story?
I was thrilled by his story, which I did not know. Some friends from Sicily enlightened me, telling me about this incredible man, protagonist of unthinkable feats. Not only has he flown over Mount Everest, but he has followed the migratory routes of geese and other birds. So I launched into the production of this project. I always bring Italianness to the world and I am constantly in search of true stories, to turn them into international projects. You are talking to someone who landed in the States penniless and without speaking English.
Oscar … a promising name for someone who wants to work in the film business. From Rivarolo Canavese to Hollywood, you became the producer of films starring John Malkovich, Adrien Brody, John Travolta. A self-made man, we could say. Travolta is not only an “actor” to you, is he?
John is my daughter’s godfather, I have known him for 25 years. We have a relationship of mutual respect and he has become part of my family. I was also very close to his wife, Kelly Preston, who then passed away.
As a boy, was the big screen your dream?
Not exactly. When I was a kid I wanted to be a butcher, then a helicopter pilot. Then came the stance, makeup and fashion schools. I must have been 16 years old. I attended them even if I was quite short and I was well aware that I could not become a model. Here I have a picture of my first photo-shoot. I am still in touch with those school-mates.
Let us talk about when you met Dustin Hoffman, and about his spontaneous outpouring of respect toward you. WHat can you tell us?
At that time I was already realizing great international campaigns with international stars. We met during the ad campaign for the coffee brand Vergnano. And then he said to me “There’s something about you. Even if you do not speak English, you can do great things…”. It did not take me long to get it. I hopped on a plane in economy class and after spending three months across the ocean I promised myself that I would come back to live there. And so I did. I obtained a Visa and in three months I have achieved results which would take five years to reach. I would like to add one thing.
Please…
I am one of the few to obtain a merit based green card.
You built a reputation in product placement as well as for your entrepreneurial and personal qualities. When did you realize that there was a potential to become a film producer?
I launched numerous Italian companies in the States, I produced music videos with Rihanna and Justin Timberlake, I had showrooms specialized in product placement, one in New York and one in Los Angeles. I was the first to persuade Julia Roberts to accept the campaign for Gianfranco Ferrè, then it was Ben Affleck’s turn for Morellato, Bruce Willis for Cesare Paciotti e many more.
What have you learned from American cinema and how is it different from Italian cinema?
American cinema is committed to business. We are talking about a completely different system. I produce international films with a world-wide distribution. Italian films are for the Italian market, unless they win a prize. By the way, I am one of the few Italians to be PGA certified.
We are interviewing the person and the public figure. Work aside, where does your taste take you, in terms of films?
I like comedies very much, true stories, action movies, Even if horrors are what sells.
In our collective imagination, the role of the producer triggers a feeling of daring power. According to you, how has this job changed? Is producing a film easier or harder today than it was in the past?
Io think it is harder. The system has changed. There are two kinds of producers: the ones who think about the money and all the rest, who take into account the artistic aspect, with the uncertainty on proceeds which may fall short of one’s expectations.
What is your idea of luxury? Or of wellness, if you prefer?
Luxury to me can mean being in the middle of the ocean with nothing around me. It surely does not mean wealth. I normally live in certain contexts which are to me a routine, therefore to me luxury is a barbeque in the countryside with real friends, in the shade of an olive tree. Or eating a plate of spaghetti while sitting on the beach, feet in the sand. It is a matter of exclusivity, not appearing.
It is by far not owning a haute couture piece of garment produced on a large scale, rather finding a unique piece made by an artisan.
You had a long relationship with Denny Mendez. How are things between you now?
No comment.
Would you like to tell us about new projects “in the pipeline”?
I can tell you about one project that was just completed. It is the ad campaign with Gerard Butler and John Travolta, the new ambassadors for U – POWER, a safety shoes and workwear brand.
We are curious…
I can say I discovered a comic duo. I cannot wait to show everyone this new project, because it will be the first time that people who go to the movies will love an intermission ad.
