M-Appeal frames the acquisition as a natural fit for a film that balances humor with deep humanity, aiming to remind audiences that it is never too late to reconnect with loved ones.
Insiders whisper that 'When I Existed' was the secret weapon at Ventana Sur Goes to Cannes, with buyers scrambling to get their hands on this Kafkaesque satire before its official premiere.
1. M-Appeal secured international sales just weeks before the film’s world premiere at Tallinn Black Nights. 2. Lead actor César Troncoso is known for 'The Pope’s Toilet.' 3. Director Damiani’s 2016 short 'M.A.M.O.N.' hit 13 million views.
This isn't just a feel-good drama; it's a bureaucratic nightmare that’s making serious waves in the sales market. Keep your eyes on Uruguay.
Let’s cut to the chase: if you weren’t watching the Cannes Market closely, you might have missed the biggest steal of the season. Berlin-based M-Appeal has officially swooped in to board 'When I Existed' (or 'Cuando Existia' in the original Spanish), a buzzy second-chance drama that proved to be an absolute standout at the Ventana Sur Goes to Cannes showcase. This acquisition marks a major win for M-Appeal, a select and discerning sales agent known for championing top-tier Latin American cinema.
They’ve locked down international sales just weeks before the film’s highly anticipated world premiere in the Critics’ Picks Competition at the Tallinn Black Nights Film Festival. It’s a classic tale of the industry circling the wagons around a fresh talent, and this time, the talent is coming from Uruguay. The film itself is a Kafkaesque social satire that blends humor with a genuinely touching narrative, marking the auspicious feature debut for writer-directors Alejandro Damiani and Martin Avdolov.
The plot follows Silvio Bertolini, a man who retires after spending 40 years building Uruguay’s foremost gates construction company. When he attempts to draw his pension, he discovers his credit cards are frozen and the National Pension and Retirement Fund—also his bank—has registered him as deceased. Sent from pillar to post through dark, puddled basement corridors and interminable lines, Silvio reconnects with old friends from his sculling boat club.
It’s a modern parable about what it really means to be alive, exploring whether it’s too late to spend time with the wife who hoped retirement would open a new chapter for them. Driving this humane narrative is a notably modulated performance from César Troncoso, the star of 'The Pope’s Toilet' and 'The Eternaut.' Troncoso ranges from smiling containment to outraged anger and lovelorn solitude, anchoring the film with emotional depth.
Opposite him is Silvia Kutica, known for 'Avellaneda’s Moon,' who plays Silvio’s increasingly estranged wife of 40 years. The film is lead produced by Federico Cetta for Uruguay’s El Cielo Cine, described by Cetta as 'a story of reinvention built around the things that truly matter.' It’s an international co-production involving Doce Entertainment in Barcelona and Metropolis Films in Montevideo, proving that this project has serious cross-border backing. What makes this story even more compelling is the background of its creators.
Damiani spent years in advertising, winning Uruguay’s first Golden Lion and rising to Creative Director at top VFX house Aparato. His 2016 short 'M.A.M.O.N. (Monitor Against Mexicans Over Nationwide)' went viral, hitting over 13 million views on YouTube. Avdolov, meanwhile, transitioned from being a novelist and non-fiction author to filmmaking.
They told Variety that the film is semi-autobiographical, born from the fear of how to live after spending years channeling energy into other people’s projects. 'We see this film as a reminder that we are not here to live someone else’s life,' they said. M-Appeal co-founder Maren Kroymann summed up the appeal perfectly: 'What won us over about ‘When I Existed’ was its rare mix of humor and humanity.' This is one to watch.
