Elevation Pictures launches production arm

First Generation Films' founder Christina Piovesan (pictured) has partnered with the Toronto distributor on the new division.

Christina PiovesanToronto-based distributor Elevation Pictures has partnered with First Generation Films’ founder Christina Piovesan to launch a new production arm.

The new division will provide production services for Canadian, U.S and international projects and coproductions filming in Canada.

In a release announcing the launch, Elevation stated the strong U.S. dollar, first-rate Canadian crews and federal and provincial tax incentives are driving production into Canada, making it an ideal time for the distributor to get into the production game.

Elevation CEO Daniel Steinman called the move “a natural next step for the company,” which earlier this year inked a multi-year co-financing deal with European investment company, Anton Corp.

Piovesan will partner with Elevation as it grows the division. She will continue to run film, TV and digital prodco First Generation Films, which she launched in 2007, and which was this year named to Playback’s New Establishment.

First Generation Films most recently started production on the romantic drama Paper Year and its web series Coming In premieres on CBC comedy later this month.