Unlocking the Vault of a $3 Billion Hollywood Film Empire
Hollywood Influence is more than a publication; it is a powerhouse in the film industry, shaping the cinematic narrative. Within the heart of Hollywood’s cinematic realm, our magazine acts as a key, unlocking the vault to the industry’s most elusive secrets. This edition is no exception. Our founder, Gaël Bonnel Sanchez, invites you on an exclusive journey behind the scenes of the movie studios we collaborate with, a rare glimpse into one of the world’s most influential cinema empires. Prepare to be immersed in the epicenter of filmic innovation and legacy and get ready for an exclusive look at where movie magic happens.
Hollywood Influence Magazine takes you behind the scenes of the entertainment industry’s most iconic landmarks. In the rapidly evolving landscape of the global film industry, three names stand out for their significant contributions and innovative approach: Nu Image, Millennium Media, and Nu Boyana Film Studios. “In this edition, we’re thrilled to open the doors to this empire owned by the Lerner family—an empire that has led to the production of more than 400 movies, garnering over 3 billion USD at the box office since its debut. This success is thanks, in part, to its iconic franchises and blockbusters, such as ‘The Expendables,’ ‘Rambo,’ ‘The Mechanic,’ ‘Has Fallen,’ ‘Hellboy,’ ‘Hitman,’ and more.”
Each of these entities, while distinct in their operations, share a common vision of delivering high-quality, compelling content that captivates audiences worldwide. This article delves into the history, achievements, and unique strategies of these industry powerhouses.
Nu Image: The Foundation
Founded in 1992 by Avi Lerner, Trevor Short, Danny Dimbort, and Danny Lerner, Nu Image was established with a clear objective: to produce high-quality films that resonate with international and domestic markets. Nu Image quickly made its mark by focusing on action-packed, star-driven features that appealed to a wide audience. Its ability to efficiently manage production costs without compromising on the storytelling or the cinematic experience set Nu Image apart from its competitors.
Millennium Media: A New Chapter
Millennium Media, a subsidiary of Nu Image, emerged as a natural progression in the group’s expansion. Millennium Films was rebranded as Millennium Media to reflect its broader ambitions in the entertainment industry. This rebranding signified a shift towards larger-scale productions and deeper forays into international distribution. Millennium Media has been behind some of the most memorable action films of the past two decades, including the “Expendables” series, “Olympus Has Fallen,” and its sequels, showcasing a knack for creating franchises that draw global audiences.
Nu Boyana Film Studios: The Creative Hub
Nu Boyana Film Studios, located in Sofia, Bulgaria, is part of the sprawling empire of Nu Image and Millennium Media. This state-of-the-art facility has become a go-to destination for filmmakers seeking world-class production services in Europe. With its comprehensive post-production facilities, an extensive backlot, and a diverse array of sets and sound stages, Nu Boyana has hosted the production of numerous Hollywood blockbusters and independent gems alike. Its commitment to fostering talent and innovation has also led to the establishment of the Nu Boyana Film School, Film Forge, aiming to nurture the next generation of filmmakers.
Strategic Innovation and Global Impact
The synergy between Nu Image, Millennium Media, and Nu Boyana Film Studios is a testament to their strategic foresight. By integrating production, distribution, and studio services, they have streamlined the filmmaking process, enabling more creative freedom and efficiency. Their films not only entertain but also contribute significantly to the global cultural landscape, often bridging cultural divides and bringing diverse stories to the forefront.
Their business model, which combines financial prudence with creative ambition, has allowed them to remain resilient in the face of industry changes, including the rise of streaming platforms and the challenges of global distribution. Moreover, their commitment to international co-productions has fostered collaborations across borders, further solidifying their position as a global entertainment leader.
Looking Ahead
As the film industry continues to evolve, Nu Image, Millennium Media, and Nu Boyana Film Studios are well-positioned to lead the charge. Their ability to adapt to changing market dynamics, commitment to quality, and innovative approach to filmmaking ensure that they will remain at the forefront of the entertainment world for years to come. With a slew of exciting projects in the pipeline, film enthusiasts around the globe have much to look forward to from these industry stalwarts.
This is one of the longest-running independent film companies in Hollywood and has established itself as a leader in creating multi-billion dollar box office action franchises and acclaimed independent films. Join us as we explore the magic behind the scenes, uncovering the secrets of filmmaking, and delving into the stories that have captivated audiences worldwide. From blockbuster hits to indie gems, Hollywood Influence Magazine is your ticket to the pulsating heart of the film industry.
Today, Hollywood Influence Magazine will open the doors of Nu Boyana Film Studios.
Nu Boyana Film Studios boasts an extensive studio that has hosted over 500 films, including more than 400 productions of their own. Among them are iconic titles such as Rambo, The Expendables, Hellboy, Hitman, Angel Has Fallen, Tesla, Black Dahlia, Loving Pablo, and The Mechanic. It is an honor for the studio to have had legendary actors like Robert De Niro, Al Pacino, Sylvester Stallone, Arnold Schwarzenegger, Jason Statham, Orlando Bloom, Megan Fox, Jessica Alba, Antonio Banderas, Penelope Cruz, and many others consistently trust their team with their performances. At Nu Boyana Film Studios, they pride themselves on their reputation for excellence, continuing to earn the trust of the industry’s most talented professionals.
NU BOYANA, HOLLYWOOD MADE IN BULGARIA
What do the American blockbuster film Expendables 4 and the French TV series Section Zéro have in common? Or Brian de Palma’s The Black Dahlia, the Hellboy comics adaptation and the sulphurous Rome soap opera? They have all gone through Nu Boyana, the biggest studio in Eastern Europe and the new epicenter of large-scale filming.
GIGANTIC. 12 SCENERY SETS, 13 FILM SETS, AND ALMOST 30 HECTARES AVAILABLE, THUS 5 TIMES MORE THAN LUC BESSON’S CITÉ DU CINÉMA.
Going from a Brooklyn neighborhood to the entrance of London’s St. Paul’s Cathedral before walking to the Coliseum of Rome or the cold walls of a gulag – this is the puzzling experience Nu Boyana offers to those who setup their cameras there. A few minutes’ drive from Sofia, the capital, and two steps from the natural park and Vitosha mountain, the studio, consisting of a dozen full-size scenery sets and 13 film sets, covers nearly 30 hectares, about 300,500 m2. To give you a sense of the size, Luc Besson’s Cité du Cinema, located in the Parisian region of Saint-Denis, stretches over a little more than 6 hectares.
Created in 1962 by the Bulgarian government, Boyana Film Studio hosted, at its peak, until the late 1980s, about 25 films and 40 series a year and employed nearly 2,000 people. Then, the residues of the Cold War and the breaking up of the communist bloc slowed the rate of productions down. It was in 2006 that the American production companies Nu Image and Millennium Films, owned by the Israeli Avi Lerner, got their hands on this jewel bearing the traces of time: “It all really started in 1999 in Bulgaria, during the making of Bridge of Dragons, which was produced by my uncle Danny Lerner. He came back absolutely delighted and excited by the diversity of its landscapes and the kindness and motivation of the people there. At the time, we only had production companies and we wanted to diversify. Boyana Film Studio was in the process of privatization, and we immediately positioned ourselves. But it was really only in 2006 that everything was finalized and that this adventure concretely started,” explains Yariv Lerner, fortunate son and current CEO of the studio.
NEARLY 400 WORLD PRODUCTIONS
HAVE BEEN MADE. HERE, ASTRONAUTS, BARBARIANS, FREEDMEN AND MERCENARIES ALL CROSS PATHS… MEL GIBSON, JULIETTE BINOCHE AND SALMA HAYEK KNOW THE PREMISES WELL.
With an investment of nearly 50 million dollars, the studio, now Nu Boyana, has entered the twenty-first century with the arrival of cutting edge technologies. Aside from its fifty-five years of filming experience, the complex is now home to special effects company Worldwide FX and to B2Y Productions, dedicated to marketing, advertising and video clips. The new owners’ vision? Offering their customers a 360-degree service: no need to look for anything elsewhere anymore, all you need to make your movie / series / ad is here, available, all you need to do is bring your stars, checkbook, ideas and a toothbrush (and even if you don’t, one of the largest shopping centers in the country is only seven kilometers away). All at costs defying all competition, whether it comes from the United States or Western Europe. We are talking about 30% cheaper than average rates and interesting tax credits. But Yariv Lerner assures us that these tax advantages are not at the expense of quality: “Our teams are very competent and these prices are in line with the local standard of living. And I prefer to say that this saved money can be optimized and invested elsewhere in the film, rather than suggesting that these are only savings.” A method that is quite successful because in just a little over a decade, Nu Boyana has hosted some 400 films productions and attracted the biggest names in international cinema, from Robert de Niro to Scarlett Johansson via Bruce Willis, Ryan Reynolds or even Salma Hayek. This dream factory’s owner is still amazed: “Every day, something out of the ordinary happens. Sitting at the top of a building, seeing a helicopter land right next to you and watching Sylvester Stallone come out slinging his weapon, is daily life in Nu Boyana! [Laughs]”.
Most of the productions exported to Bulgarian lands come from the United States and are produced or co-produced by Nu Image and Millennium Films (their daughter company), even if the studio is increasingly opening up to others: “Between 2006 and 2013, we only accepted one or two film shootings that were not from our production companies. Since then, we have been seeking to attract more and more external players and the trend is reversing. Now, I would say that on our year-round activity, 60% of film shootings aren’t from Millennium Films or Nu Image.”
Despite this policy of opening up to the West, the owners don’t forget their host country. Even if it has its whims. The CEO explains, in a somewhat dubitative and fascinated way, that it is, for example, more difficult to obtain long-term visas for foreign film crews than a permit to land a helicopter on a moving train. This doesn’t prevent the government from working hand in hand with Nu Boyana, considered to be a great job provider. Apart from the 400 employees under contract year-round, a whole parallel economy has developed around the huge complex: “Shoots involve way more than just a few cameras and technicians. Our activity also calls on local transport companies as well as industries of raw materials and the craftsmen who know how to work them. The surrounding restaurants have also multiplied and diversified a lot because the clientele is increasingly international. And then, there is an obvious tourist impact. The films that are shot in natural settings are a kind of advertisement for the diversity of Bulgarian landscapes, and more and more people want to visit them.” The local 7th art is also winning because, in fifteen years, Nu Boyana co-produced or technically supported more than eighty films, TV series and regional documentaries. A participation that should pay off in the future because it contributes to placing Bulgarian cinema on moviegoers’ maps. Especially since the latter is more and more present in major world festivals.
For the Lerners, the central figure is the father, Avi Lerner. Very young, he worked as a projectionist in a drive-in, in Israel. Then Avi left for South Africa to set up his own film channel and start producing films, before finally moving to Los Angeles where, joined by his brother Danny, he founded the production companies Nu Image and Millennium Films, specialized in action cinema. Another key figure at Nu Boyana Film Studios is Shimon Sabbah, who is Avi Lerner’s brother in arms, as they completed their military service together. He is the general manager of the film studio that shaped it into what it is today. With over 500 movies to his credit, he is a veritable encyclopedia of cinema, full of incredible stories that could captivate listeners for hours. From legendary films like “King Solomon’s Mines” to the once-innovative “Jesus Christ Superstar,” he manages the studio with an iron hand. Soon, you’ll be able to read about his remarkable tales in our magazine.
Yariv, current CEO of Nu Boyana, is Avi’s son and perpetuates the tradition by positioning himself as a producer in the Bulgarian studio. But through him, another passion could flourish among the Lerners: yoga. 100% enthusiast, he started making videos on the subject from inside Boyana in 2011.
That’s where the idea for the Udaya Live Festival –
launched two years ago and dedicated to this meditative art – came from. When do we get to see The Expendables 5 with Sylvester Stallone striking the lotus position?
NU BOYANA HELLENIC, HOLLYWOOD MADE IN GREECE
Since 2020, in addition to its thriving presence in Bulgaria, Nu Boyana Film Studios has expanded its footprint into Greece, specifically in Thessaloniki (in Thermi), marking a significant milestone in its growth trajectory. This expansion into Greece signifies Nu Boyana’s commitment to further establishing itself as a prominent player in the European film industry. With its state-of-the-art facilities and dedication to excellence, Nu Boyana aims to contribute to the vibrant film landscape of Greece, fostering collaboration and innovation within the region. Through this expansion, Nu Boyana continues to solidify its position as a leading destination for filmmakers seeking world-class production facilities and unparalleled expertise.
The studio represents Nu Boyana’s latest investment of $20 million in the Greek industry, which has received a boost from its new incentive scheme. The partnership with John Kalafatis, CEO of the New York City-based York Studios, will be known as Nu Boyana Hellenic, highlighting the growing cooperation between the neighboring countries. Greece’s introduction of a 35% cash rebate years ago has had a ripple effect across the region.
Yariv Lerner points to several factors behind the decision to build the new studios in Thessaloniki, Greece’s second city. Just three hours from Sofia by car, Thessaloniki is ideally located to transport equipment from the original Nu Boyana facility. An international airport makes it convenient to bring talent into the country. Additionally, the elegant seaside city, known for its thriving cultural scene and long-running film festival, offers a relaxed alternative to Athens, Greece’s bustling capital. “It seems like an easier place to film,” says Lerner.
Already, several movies have been shot there, including the latest installment of “The Expendables” franchise, as well as “The Bricklayer,” among others.
Hollywood Influence: Shaping the Future of Cinema with Visionary Innovation
Nu Boyana Film Studios includes within its ecosystem our film company Hollywood Influence. In addition to being a new magazine, it is a discreet yet renowned entity in the cinematic landscape. Founded by our magazine owner, Gaël Bonnel Sanchez, who had an eight-year partnership with this film empire. As a director and partner, he established a successful new marketing department and introduced a novel financial tool that hadn’t existed previously, employing innovative strategies such as product placement and partnerships, to amplify the reach and impact of their projects. Inspired by this innovation, he decided years ago to create Hollywood Influence. Since its inception, Hollywood Influence has been an integral and faithful partner to Nu Boyana Film Studios. In its role, Hollywood Influence has spearheaded marketing initiatives, and discreetly provided financial assistance for crafting high-quality films and pioneering content suitable for a different platforms.
Step into the Light
Hollywood Influence is on the brink of a significant expansion, preparing to launch a new studio in the United States and to realize its ambition. This expansion is not solely geographical but represents a strategic foray into the future of entertainment technology. With the upcoming introduction of a cutting-edge digital department, armed with the latest AI tools, Hollywood Influence aims to push the boundaries of filmmaking and content creation. This move signals Hollywood Influence’s continued commitment to standing at the forefront of innovation, boldly highlighting its prominence in the global entertainment industry’s dynamic fabric.
Hollywood Influence studios collaborate with sector professionals, including Liliana Bakayoko, head of the legal department and an AI law expert; Priscilla Muller, who manages the France location; and important local US partners. Hollywood Influence have also formed partnerships with leading product placement and marketing agencies that share and support this vision.
Conclusion
As the film industry continues to evolve, Nu Image, Millennium Media, Nu Boyana Film Studios, and their satellites are well-positioned to lead the charge. Their adaptability to changing market dynamics, commitment to quality, and innovative approach to filmmaking ensure their continued prominence at the forefront of the entertainment world. With a slew of exciting projects in the pipeline, film enthusiasts around the globe have much to anticipate from these industry stalwarts.
