At first glance, nothing destined Pascal Ladreyt to become one of the most consistent supporters of European cinema in California. Born in Paris, educated at the Sorbonne in English and American civilization, he moved to the United States in the early 1980s, starting in Louisiana. “It was a shock,” he admits. Lake Charles wasn’t exactly the American postcard sold in textbooks. But the experience opened his eyes – and made him want to come back.
Before ELMA, he lived many lives. Six years in Ireland leading a French Alliance, then an international MBA between Paris, New York, and Tokyo – “27 nationalities in the same class,” – followed by a leap into the private sector. A consultant based in Scotland for a London company, Heathrow briefings every two weeks, living airport to airport: “Working without a fixed office was almost revolutionary at the time.”
Then, a return to cultural matters: Vice President of the French Alliance in New York, where Pascal Ladreyt met his wife – originally from Los Angeles – a stint in London, and finally settled in Los Angeles in 2003. In between, an unexpected foray into financial aviation: development on the West Coast of a “fractional ownership” aircraft company from 1 to 35 planes in three years, until the company decided to regroup in Florida. “I had no desire to go to Florida.” End of story.
Defending independent European cinema in Los Angeles
That’s where ELMA begins. In 2007, he created this 501(c)(3) foundation with a simple idea: to defend independent European cinema in Los Angeles. “I wanted to do something that amused me, that I was passionate about.” Initially dreaming of a distribution company, he quickly changed his mind: “It was the best way to lose my house and shirt.” So he pivoted. ELMA doesn’t distribute films, it supports those who show them.
Its mission? “Helping festivals, not just financially, but finding solutions to the perennial problems: How to expand from a 100-seat to a 600-seat theater? How to renew the audience? How to survive when theater rents skyrocket?”
The walls of his office tell the story: Polish, Irish, Greek, Scandinavian, Croatian festivals. “They all operate completely differently,” he points out. Some receive significant public support. Others don’t. “We choose to help the small ones, because they need it the most.”
An educational program for high school students in Los Angeles as part of The American French Film Festival
With the festival now known as The American French Film Festival (TAFFF) under the direction of François Truffart, ELMA developed an educational program for high school students in Los Angeles County – and beyond. The goal: to allow them to see a French-language film every year at the Directors Guild of American, where TAFFF takes place. “From the very first year, there was enthusiasm.” Today, school screenings sell out months in advance. “Students fight – not literally – to get seats.” And subtitles, contrary to popular belief, do not bother these students at all. Their real concern? “Not knowing what to watch on Netflix.”
ELMA remains intentionally independent. “I am the decision-maker,” Pascal Ladreyt asserts. No European subsidies, no bureaucratic heaviness. “Decisions are quick.” A small structure, a modest office, a few passionate assistants over the years. “We operate on a family scale,” he summarizes.
The context is challenging for American cinemas
The context is not simple: “It’s not a cakewalk,” he admits about the future of American theaters. Closures, rising costs, franchise domination. “Studios are very risk-averse.” But ELMA, on its scale, has gained genuine local legitimacy.
Twenty years after thinking of stepping down after five years, Pascal Ladreyt is preparing for the future. A new director, Malin Kan, younger, has arrived to open “new paths” and rethink communication. “You have to be able to pass the torch,” he believes.
In Hollywood, some seek the spotlight. He prefers to enlighten others. And if the battle is uneven, he fights it with method, humor, and a quiet conviction: European cinema deserves its place, even two steps away from giant studios.
