In october 2012, the first edition of FilmCup took place at Ítau Cultural, right in the center of São Paulo. With the main goal to strengthen the ties of the audiovisual industries of Brazil and Germany, the 3 days of FilmCup 2012 featured:
- Profound debates and discussions on contemporary issues of the audiovisual industry, presented by invited professionals from both countries.
- Pitchings of 11 projects from both countries, pre-selected by a jury of professionals from both countries.
- Individual meetings between producers, directors, screenwriters and distributors.
- A special screening of german films during the 36th Mostra International Film Festival São Paulo.