Why is this bronze bust here in this bustling square? It is the Francisco Serrador Bust. It stands as a tribute to a visionary entrepreneur.
Francisco Serrador was no ordinary man. He was born Francisco Serrador Carbonell in Valencia, Spain. His birth date was either in 1872 or 1876.
Imagine a young Serrador arriving in Santos with empty pockets. He then moved to Curitiba. There he started as a humble fish and seafood vendor. Serrador’s ambition propelled him forward. He became the owner of kiosks. His knack for business led him to found Paraná’s first messenger agency. He also opened a Basque pelota court. Serrador had a gift. He could convince people to invest in his ventures.
His love for sports and business savvy led him to entertainment. Serrador began by leasing circuses and promoting bullfights. In 1902, he and two partners founded the Parque Coliseu Curitibano. It featured a skating rink, carousel, and a theater. In 1904, they added an open-air cinema. Serrador foresaw cinema’s future. He knew it would be the 20th century’s greatest entertainment.
In 1905, Serrador bought new projectors and films from Pathé. He transformed his cinema into a traveling exhibition. It was called Cinematógrafo Richebourg. It brought cinema to many cities in Paraná and São Paulo. Curitiba was his launching pad. He opened four entertainment venues there. He made friends and started a family. Yet, neither Curitiba nor São Paulo were his ultimate dream.
In 1907, Serrador moved to São Paulo. He aimed to become a film exhibitor. His Cinematógrafo Richenbourg was briefly installed in the Teatro Sant’Ana. It showed longer films. Serrador also rented the Teatro Eldorado for exhibitions.
Inspired by his success, Serrador inaugurated the Bijou Theatre. It was São Paulo’s first dedicated cinema. Due to its popularity, he expanded the Bijou in 1908. In 1910, he opened the Chantecler Theatre. He also leased the Teatro São Pedro de Alcântara in Rio. It marked his first venture in Rio’s market.
Within three years, Serrador controlled numerous cinemas and theaters. He had roughly five thousand seats. His film selection was excellent. It attracted a large audience.
Around 1907, Serrador started producing his own films. He partnered with Alberto Botelho. They created newsreels of city events. Later in Rio, he produced “Filmes Cantantes.” These films featured singers performing behind the screen. Serrador also secured exclusive rights to Pathé films. He became a film distributor.
The Empresa Francisco Serrador grew rapidly. It imported, distributed, and exhibited films. In May 1911, competitors Radium and Íris were incorporated. Serrador formed the Cia. Cinematográfica Brasileira. It was also known as Circuito Serrador. He dominated the São Paulo exhibition market.
Seeing high returns, Serrador invested in Rio and Minas Gerais. He bought the Pathé, Avenida, and Odeon cinemas.
By 1914, C. C. B. had 49 cinemas in São Paulo. It had 180 theaters across Brazil. Serrador became Brazil’s largest film entrepreneur.
In 1919, the C. B. C. planned the “Quarteirão Serrador” near the Teatro Municipal. The project was ambitious. Serrador built smaller buildings with cinemas, shops, and offices. These introduced skyscrapers to Rio.
In 1922, Serrador visited Hollywood and Broadway. He studied the film industry. He secured exhibition contracts. The Quarteirão Serrador opened in 1925. It featured the Capitólio cinema.
Francisco Serrador died in 1941. He was honored with this bust in Praça Floriano. A street was also named after him. Serrador’s legacy lives on in Rio’s Cinelândia. It all started with a dream and a lot of hard work.