Sonia Fritz & Frances Lausell: independent film producers: Isla Films: Frances Lausell and Sonia Fritz are not your typical Hollywood producers

Latino Leaders: The National Magazine of the Successful American Latino, April, 2008 by Judi Jordan

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In the aggressive, Alpha-Anglo male dominated world of entertainment, some might make the mistake of underestimating these friendly, unpretentious, single moms from San Juan, Puerto Rico. Therein lies their secret weapon. Fritz and Lausell possess a shared appetite for work and success to match any of their male counterparts. With a clear mission to make uplifting, emotionally accessible films, Lausell and Fritz present a stark contrast to the typical edgy, chain-smoking, over-caffeinated, iphone-fiddling, Bluetooth-embedded, "indie producers". The "Isla girls" are fully grounded in their culture.

With an impressive thirty completed productions under their Isla Films banner, including three full-length features and twenty seven documentaries and shorts, these happy hurricanes have quietly pioneered the fledgling Latin film industry in their home island of Puerto Rico.

Beneath the warm smiles, nice manners and low-key island vibe, beat two hearts full of creativity, passion, and just as importantly, solid drive.

Interviewed at the American Film Institute's AFI Fest, the U.S.' most prestigious international film festival, both women were excited after their triumphant, standing-ovation premiere screening to a sold-out house at the state-of-the-art Los Angeles Arclight Cinemas.

Frances is running late, hopping around L.A. in Converse sneakers on a broken foot, closing distribution deals. The previous night's fabulous after party, sponsored by Rums of Puerto Rico at the # 1 LA Latin hot spot, La Velvet Margarita, proved too dangerous for Frances, who slipped and fell mid-celebration. Ironic, and no-nonsense, Lausell winced as she limped into the Filmmakers Lounge at the festival. In her gravelly voice, she chuckles: "They told me to break a leg, but next time I'm going to tell them to just wish me success!"

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Moments later, Sonia Fritz arrives. Of the two, Fritz is defined as the 'artist'. She seems more vulnerable, more emotionally accessible, but still very level headed. These are earthy women, they're moms. Frances has two children, ages 6 and 15. Sonia has a 22 year old. Practical problem-solvers, they cut to the chase. As evident as the personality contrast between the women is their mutual respect. Balanced, fluid business acumen and good communication keeps them on track. Sonia explains how they met: 'Stella Soto, writer of the novel, The Kiss You Gave Me, introduced us by phone. We met in person after Frances agreed to produce the film.'

They have been going strong ever since. Fritz just finished directing a documentary. "We just finished Little Immigrants. It's 42 minutes long and was just accepted at the Chicago Latino Film Festival."

But what makes this dynamic duo special? Frances says: "We're creative funders", and goes on to explain that they combine grants, incentives, intuition, book and street smarts on a daily basis. Lausell and Fritz have in effect paved the way for the current wave of tax rebate-fueled island-based productions in Puerto Rico, maintaining the advantage of longevity and being local. An issue with many production companies that come to Puerto Rico to shoot is finding a strong crew able to hit the ground running, in complete access of local resources.

Lausell offers: "We have been doing this for a while, and we know every corner of the island." Fritz laughs and adds: "We have shot everywhere."

Much of the financial advantage is compromised if the learning curve is too steep. Lausell explains: "We have a loyal, amazing team. Our cinematographer, Sonnell Velazquez and our production designer, Rafael Mercado, are true artists, and they're totally committed."

With a blessed lack of professional ego conflicts, Isla has navigated the hurdles that stumble many professional partnerships. Frances is the right brain producer; business and finance, and Sonia is the left brain producer; also involved in writing and directing.

They have rules. Both must agree on scripts and projects they plan to produce, but that said, they clearly support each other's activities driving towards their mutual goal of making high quality, positive, films. Three of Isla's features, "The Kiss You Gave Me," "An Everyday Story," and 'Manuela and Manuel,' have been showcased at various festivals in the United States, Mexico and Europe. Isla's productions have been broadcast through Spanish television in Europe, Latin America and the United States.

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They have a formula for their projects. Frances echoes: "Keep the budgets low, creativity high, believe in your crew and cast, and don't ask them to sacrifice their paycheck unless you are willing to do the same." Lausell underscores the need for quality and ROI.

Their latest production, a full-length feature titled "Manuela and Manuel", looks expensive, like a multi-million dollar film. It has great cinematography, costumes and plenty of locations. This certified hit was made for a fraction of what it would normally cost to make a movie. With government financing and low salaries, they cut every possible corner to make it look outstanding. Director of Photography Sonnell Velazquez agrees that it was worth the sacrifice. 'This was such a great shoot! Everybody did their best. Everyday it was like a party, we all worked hard, but it was so much fun."