The soap opera, or telenovela, holds cultural power like nothing else in Brazil. And no other timeslot holds the prestige of the 9 p.m. telenovela at Globo’s free-to-air channel, the television flagship of the biggest production force in Latin America. João Emanuel Carneiro, whose 9 p.m. hit “Brazil Avenue” became one of the most successful 9 p.m. telenovelas in Brazil and internationally in modern history, is back at the time slot for the fifth time with “Crazy About You.”
Carneiro’s latest marks a reunion with Adriana Esteves, whose “Brazil Avenue” villain Carminha still looms large in Brazilian pop culture. In this new story, Esteves plays Mércia, a character especially written for her. “I don’t usually think of actors when writing but Adriana is different because of our creative partnership,” the author exclusively tells Variety.
“I think it’s an interesting challenge for her to interpret a submissive woman, the opposite of her iconic Carminha,” he continues. “Adriana has an incredible capacity to bring depth and nuance to characters and I knew she could make Mércia a complex and fascinating woman. I knew Adriana had the talent to explore all her layers.”
Globo recently screened the first episode of “Crazy About You” at MIP Cancun, one of the largest events aimed at the Latin and Hispanic market. Isadora Filpi, from Globo’s Content Distributions & Partnerships, highlighted how the screening was an “opportunity to feel how receptive the international market is” in addition to “opening conversations about potential partnerships to bring the telenovela to new audiences.”
With Brazilian telenovelas, authors are only a few episodes ahead of the exhibition, playing an insanely busy game of catch-up for intense creative periods that can last up to two years. This makes the format unique in how authors can adjust their stories to better match the public’s expectations — or challenge them, as is usually the case with Carneiro.
“Writing throughout exhibition allows for a bigger interaction with the audience and keeps the narrative dynamic and relevant. It is a unique advantage of Brazilian novelas,” highlights the author.
“I like writing telenovelas and recognize it demands a lot of dedication,” he continues. “I’ve written films and TV shows, which demand less time, but the primetime telenovela has a special appeal that always brings me back. Each format has its charms and challenges and I like to explore different possibilities within my career. The experience of writing for different platforms enriches my vision as an author.”
A format with such cultural and technical specificities isn’t the easiest to sell in an international market, but Globo has challenged the notion of telenovelas only working in Brazil for several decades. Most recently, the behemoth sold first international adaptation rights to “Brazil Avenue” to Turkey’s Ay Yapım in an unprecedented deal that allows the Turkish company to make some changes as long as it adheres to the original’s main storylines.
“I am proud to contribute to the export of Brazilian culture through telenovelas,” Carneiro says when asked about how he feels about his work not only being widely seen but now also adapted internationally. “It is gratifying to know that my stories resonate with people from different cultures and countries. Telenovelas have the power to start conversations and influence society, not only in Brazil but beyond the borders, capturing the spirit of the time.”
While “Crazy About You” and “Brazil Avenue” have vastly different storylines, they also share some key common points, particularly regarding Carneiro’s interest in the family nucleus and the yin-yang relationship between two strong women brought together by destiny over and over again throughout their lives. The two women in the case of “Crazy About You” are Viola (Gabz) and Luma (Agatha Moreira), who join Mavi (Chay Suede) and Rudá (Nicolas Prattes) to form the main quartet. Of giving such a position of protagonist to a younger generation — a feat not commonly seen in primetime telenovelas — Carneiro says he believes “this mixture of fresh talent and established names only enriches the story.”
“It’s important to give space to new talent and allow them to shine next to veterans, it’s a dynamic that constantly renews the scope of Brazilian TV dramatic art. The new generation brings with them new perspectives and new energy, which is essential,” points out the author.
As for how he deals with the intense flurry of feedback he gets from passionate fans — especially on social media — Carneiro says he is “used to it” and views his work as that of a “football coach.” “Being exposed to public opinion is part of the game. Feedback from the audience is valuable to me so I can adjust the narrative.”
English (US) ·