Tracey Vieira, Ausfilm’s LA-based Executive Vice President, International Production, is returning to her native Queensland as CEO of Screen Queensland.
The well-regarded Vieira will take up the post on February 17, hopefully bringing stability to an organisation which was rocked by the departure of CEO Bryan Lowe late last year and the exit last Friday of Jennie Hughes, chief operating officer and director of the Brisbane International Film Festival.
Her appointment was immediately welcomed by film industry figures. "I am delighted," says Pictures in Paradise's Chris Brown, who co-produced The Railway Man. "She has a long history with the agency and is eminently qualified for the job."
Another producer tells IF, "She's smart and ticks a lot of boxes and with her Queensland connections knows the lie of the land."
Village Roadshow Studios president Lynne Benzie said, "This is great news for Queensland. Having worked with Tracey when she was at PFTC and in LA she has a wealth of knowledge that will work well for Queensland."
Vieira said in a media statement, "I very much look forward to returning to my home state and working with Screen Queensland’s local and international partners to showcase Queensland’s diverse talent and provide the support and frameworks needed to ensure this talent can continue to grow and prosper.”
Ausfilm indicated it's too early to broach the subject of who will succeed Tracey in LA. "She has been an invaluable member of the Ausfilm team and is a wonderful 'get' for Screen Queensland," Ausfilm CEO Debra Richards tells IF. "While we are sad she will be leaving the team, she will still be with us in her new role, as a member of Ausfilm. "
Screen Queensland chairman Professor Peter Little said her extensive international relationships across all facets of the industry and strong track record in facilitating investment would be invaluable in driving the growth of the state’s screen industry and attracting new productions.
“This is a time of opportunity and innovation for Screen Queensland as we implement our three year strategy to grow a dynamic and sustainable screen industry throughout the state,” Little said.
“Tracey brings a new enthusiasm and international perspective to lead the renewal of Screen Queensland and ensure it continues to support our local talent, attract international productions and provide the best range of opportunities for Queensland’s screen professionals and graduates.
“The Board was extremely impressed with Tracey’s highly relevant experience, her strong understanding of both the local and international screen industries and her ability to deliver results, which include playing an integral role in attracting over half a billion dollars in production investment to Australia during her time at Ausfilm."
Vieira joined Ausfilm in July 2004 as the Film Commissioner based in Los Angeles and was promoted to her current role in 2010, responsible for marketing Australia’s film capabilities including tax incentives for offshore productions, matching Australian producers with international development and financing and pitching locations to attract production to Australia.
She has secured numerous projects including Universal's Unbroken (which is also shooting in NSW), Walden Media’s Nim’s Island, Fox’s The Wolverine, USA Network’s television mini-series The Starter Wife and HBO Film’s The Pacific.
Previously she was Executive Manager of Locations and International Production for the Pacific Film and Television Commission and a senior team member at Queensland Events Corporation where she was responsible for marketing, corporate branding and communications.
She graduated from Queensland University of Technology in Communications with a major in Film and Television. She also studied in California at San Jose State majoring in Film.