A curiosity already pointed out by some YouTubers and journalists is the prohibition of filming inside the Joelma Building and even on its sidewalk.
In this video, we have a curious incident where a YouTuber is censored by a security guard.
I would like an answer about this, but there is nothing official.
Today, the Joelma Building has been renamed, and is now called Praça da Bandeira Building. It is undergoing a major renovation, but I cannot find any information online about the modifications made after the 1974 fire.
Read more about the Joelma Building}, Andraus Building}, Andorinha Building}
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Why is it Forbidden to Film the Joelma Building in São Paulo? An In-depth Analysis
The Joelma Building, an architectural and historical landmark of the city of São Paulo, sparks curiosity and interest, especially regarding its image and visibility. The widespread perception that filming or photographing the building is forbidden raises questions about the reasons behind this restriction. This essay aims to demystify this issue by exploring the key relevant points that guide the permission or prohibition of audiovisual recordings of the Joelma.
1. History and the 1974 Fire: The Mark of Tragedy
The Joelma Building is inseparably linked to one of the most tragic events in São Paulo's history: the 1974 fire. This devastating event caused the deaths of 187 people and left hundreds injured, deeply marking the city's collective memory. The catastrophic nature of the fire and the associated trauma may have, over time, generated particular sensitivity regarding the commercial or media exploitation of the building's image, especially if it is associated with negative or sensationalist connotations.
2. Legislation and Image Rights: The Complexity of Ownership
Brazilian legislation, in Article 20 of the Civil Code, protects the right to image. This right ensures that the exposure of a person's or building's image, when associated with commercial, advertising, or public exhibition purposes, may require authorization from the owner or those who hold exploitation rights. In the case of a private building like the Joelma, permission for filming and photography for commercial or promotional purposes is, in principle, under the purview of its owners or administrators.
It is important to note that:
- Private Property: The Joelma Building is private property. Like any other private property, access and the performance of activities within its premises, or even extensive image capture, may depend on authorization.
- Copyright and Architectural Rights: In some cases, designers or heirs may hold copyright for the architectural design. Although the strict application of these rights to the external image of already built and occupied buildings is less common, in specific contexts and for large-scale commercial purposes, there may be nuances to consider.
3. Safety and Regulation: A Technical Perspective
Filming in urban areas, especially in large buildings, can involve safety issues. Depending on the nature of the filming, the equipment used, and the exact location of the capture, authorizations from public bodies such as the municipality, or even security agencies, may be necessary. This is particularly true for filming that could interfere with traffic, pedestrian flow, or involve the use of equipment that could pose risks.
In the context of the Joelma Building, the building's structure and its current occupancy may have specific regulations that limit the presence of people or equipment in certain areas, for safety or condominium reasons.
4. The "Mystical" Factor and Media Interest
The Joelma Building, in addition to its architectural and historical value, possesses a symbolic charge and, for many, an aura of "mysticism," fueled by stories and urban legends that circulate about it. This perception can generate particular interest from content creators, documentarians, and media outlets seeking to explore this facet. However, it is precisely this exploitation, especially when associated with sensationalist narratives or the exploitation of trauma, that can generate resistance from the owners or entities that safeguard the building's image.
It is essential to distinguish between:
- Journalistic or Documentary Recording: Informative reports, documentaries focusing on history or architecture, that seek to portray the building respectfully and informatively, generally find more openness, provided legal and authorization procedures are followed.
- Commercial and Sensationalist Exploitation: Filming for purely commercial or advertising purposes, or that aims to exploit the tragic or "mystical" side in an exploratory manner, may be more restricted.
5. Absence of Absolute and Universal Prohibition
It is crucial to demystify the idea of an absolute and generalized prohibition on filming the Joelma Building. What exists, in practice, is the need to follow protocols and obtain due authorizations, depending on the purpose of the filming and the location from which it will be carried out.
In summary, the reasons that may lead to restrictions on filming the Joelma Building are multifaceted and involve:
- The historical sensitivity stemming from the 1974 fire.
- Property and image rights, which govern the use of private buildings.
- Safety and regulation issues for activities in urban spaces.
- The way the building's image is intended to be exploited (respectful and informative versus sensationalist and commercial).
Therefore, before undertaking any type of audiovisual recording of the Joelma Building, it is advisable to:
- Identify and contact the owners or the condominium administration to obtain permission.
- Consult current legislation on image rights and filming in public and private spaces.
- Inform the objective and nature of the filming.
By approaching the matter with respect and legal compliance, it is possible to obtain the necessary authorizations and conduct recordings of the Joelma Building appropriately.
