“Uruguay Could Become a Powerhouse”

Invited by Uruguay XXI’s Marca País initiative, British film journalist and editor Chris Cotonou recently visited Uruguay to attend the 15th edition of the José Ignacio International Film Festival (JIIFF). Known for his work in A Rabbit’s Foot and publications such as Esquire and The Financial Times, Cotonou immersed himself in the country's culture, its burgeoning film industry, and the scenic beauty that could position Uruguay as a prime filming destination.

"I think Uruguay is a really special place," Cotonou shared, visibly enamored by his experience. "I think José Ignacio is the most beautiful beach town I’ve ever been to in my life. Everyone is so friendly, the food is incredible, and the people have been so kind to me. I’m just very happy to be here. I love hearing birds everywhere, and at night, I love watching the smoke rise from the houses where they make asado. It’s really magical walking through José Ignacio and looking into the sky while smelling the flavors of the asado."

A Cinematic Landscape

Having only explored José Ignacio at the time of the interview, Cotonou was already captivated by the country’s cinematic potential. "I think this could become a film destination," he emphasized. "People could fly here to come and enjoy movies and see the architecture, which is incredible. José Ignacio feels like something out of a 1960s movie. Even just sitting here feels like a film set—maybe you’d have some cool gauchos in one scene, and in another, it could be elegant art collectors. The architecture here is incredible, and it all feels very surreal."

He pointed out Uruguay’s diverse scenery, from its romantic capital, Montevideo, to the countryside and the coastline, all within a short drive. "You have Montevideo, beaches, and the countryside all very close. If you drive one hour, you're with the gauchos. If you drive another two hours, you’re in Montevideo, which I saw in pictures and thought looked very romantic. If you drive another two hours, you're in Brazil. You have everything here—beaches, countryside, and the city—so close together, which makes it a perfect place for filming."

One of the aspects that impressed Cotonou the most was the artistic and intellectual depth of the people he met. "I think the intelligence and the culture of the people in Uruguay, like a lot of the artists and people I meet here, is very high. Some of the conversations I had with young filmmakers about cinema and filmmaking were so impressive that I told them: 'You guys are going to become powerhouses in five to ten years.'"

Uruguay’s film industry, although still growing, has already made an impression on Cotonou. "After coming to JIIFF, I’m very excited to explore Uruguayan cinema further. The filmmakers I’ve met here are incredibly passionate. People should be looking here to collaborate because the talent is undeniable."

The José Ignacio International Film Festival: A Unique Experience

Cotonou was particularly struck by the intimacy and accessibility of JIIFF. "This festival is smaller and more relaxed compared to places like Cannes, where there are a hundred people between you and the person you want to talk to. Here, you can just walk up to directors, producers, and actors. It feels like a real community of people who love cinema."

He was especially inspired by Generation J, the festival’s initiative to educate and connect young filmmakers. "I’ve never seen anything like this at other festivals. The idea of mentorship and creating a community is so strong here. Two days ago, I saw young filmmakers who didn’t know each other forming friendships and planning to support each other’s projects. That’s powerful."

Additionally, Cotonou was eager to see the impact of the Pfeffer del Sur Fund, which supports filmmakers and producers. "I'm more excited about the results of this fund than I am for the best film award. The competition is fierce, and even those who don’t win will go on to create incredible projects. The fact that the fund provides $50,000 to support a project is huge—it’s a game-changer for emerging talent. The people I've met here are so impressive that I have no doubt they will succeed, with or without the funding."

Uruguay’s Potential as a Film Hub and the Oscars Connection

Beyond the festival, Cotonou sees Uruguay as a rising player in global cinema. Uruguay has the potential to become a powerhouse because it has everything needed to make that happen—strong infrastructure, abundant talent. However, it seems there aren’t many producers; instead, there’s a strong presence of directors, so perhaps the industry could benefit from more local producers. At the same time, many countries are eager to collaborate with Uruguayan projects, and there are numerous co-productions. From what I’ve seen, anything that comes out of Uruguay feels exciting to see. And honestly, there’s something glamorous about the country—it stands out as one of the South American nations with a certain charm."

A major milestone for the festival this year is that, starting from this edition, the winning short film from the Uruguayan short film section will automatically qualify for evaluation in the Best Short Film category at the Oscars. This recognition, independent of JIIFF's growing reputation, positions Uruguayan cinema on the international stage and provides a significant opportunity for emerging filmmakers. Cotonou pointed out that JIIFF’s connection to the Oscar circuit could be a turning point. "The Oscar link is huge. Being part of the international awards system means that Uruguay is going to start attracting even more attention. People will start looking to Uruguay not just for locations but for talent. I can see JIIFF evolving into a major destination festival for South America."

His enthusiasm for Uruguay was evident, not just as a festival guest but as a journalist eager to share his experiences. “Since I arrived, I’ve had so many messages from friends asking, ‘Where are you? This looks amazing.’ I’ve even had producer friends say they want to come next year.”

As he prepares to write about JIIFF for A Rabbit’s Foot, he hinted at the title of his upcoming piece: The Most Beautiful Festival in the World.