Dearest Gentle Reader,

After years operating from shared offices in Alphaville, outside São Paulo’s city limits, Netflix has finally crossed the threshold and claimed an address of her own in Pinheiros. A move that signals her official debut within the city of São Paulo itself — no longer observing the festivities from afar, but very much present where the dancing truly happens.

Naturally, the corridors of Brazil’s audiovisual society have been buzzing. And this author can confirm: this is no fleeting appearance designed merely to turn heads. The new office is not simply an address to impress, it is structure, staff, and continuity. In an industry well acquainted with short romances and abandoned promises, such commitment has not gone unnoticed.

The preparations alone were enough to set tongues wagging. Over 2,000 jobs were created, R$141 million flowed into São Paulo’s economy, and the local team expanded by 20% in 2025. Numbers, yes, but in this ballroom, numbers often reveal true intentions.

The audience, for its part, has responded with enthusiasm. Between July and December of 2025, global viewership of Brazilian productions grew by 60%. Global hits such as Caramelo, Rulers of Fortune and Sintonia, along with productions that have gracefully crossed the Atlantic, suggest that Brazilian stories travel rather well, especially when given the proper backing.

Still, one should not assume our debutante is content with predictable steps. Partnerships like The Secret Agent reveal a willingness to venture beyond familiar choreography, engaging with independent producers and exploring less obvious pairings. A wise move, in the ever-delicate dance of cinema. This strategy was confirmed earlier this week, on January 27, by the esteemed co-CEO Greg Peters himself.

“We support Brazilian films in many ways because we want to be the best partners and remain flexible, allowing local producers to decide the best way to bring their projects to life,” Peters remarked. “That is why we are pleased with our partnership on The Secret Agent, which allowed us to help finance the film and license it so Netflix audiences in Brazil can watch it in the future.”

And yet, dearest reader, prudence remains essential. While this new address establishes foundations, sustains production chains, and ensures Brazil remains visible on the global stage, it does not magically resolve every concern of the local industry. As with any promising debutante, time — and consistency — will reveal whether this entrance marks a lasting commitment or merely a memorable season.

P.S. For those inclined to read beyond the whispers, the full announcement awaits in Netflix’s official statement, here.