Former Filmax International chief Vicente Canales is setting up a new independent Spanish sales agency called Film Factory Entertainment, combining genre titles from young directors with more commercial output from leading directors.

Canales stepped down as head of Filmax’s international division last month after 13 years at the Spanish studio. He will now use that experience to push on with his own outfit, which will compete directly with Filmax for new and exciting local, European and Latin American projects.

“I’m going to look for genre titles from new directors and talent that have the potential to sell in the international market, alongside bigger more commercial projects from well known directors,” Canales told ScreenDaily. “I will be selective and pick up no more than 10 titles per year.”

Film Factory Entertainment will be based in Barcelona with a staff of three to start. The company’s intention is to “establish itself in the market as a sales agent capable of taking on projects at an early stage and ensuring that these projects achieve pre-sales,” Film Factory confirmed in a statement.

Canales will collaborate with some of Europe and Latin America’s most prominent production companies in an effort to fill a niche in the Spanish market.

“Over the last few years the international market has seen Spanish cinema’s appeal multiply, thanks to a highly talented new generation of directors and the international vision of new producers. They have known how to make extremely original films that have made a strong impact on the market and have reached cinema screens the world over. I strongly believe that there is a place in the market for a specialized, independent agent whose aim is to help consolidate the internationalization by creating closer links between the production companies and the emerging talent,” said Canales in a statement.

Film Factory will announce its first film slate in the next few weeks and will make its market debut at the 2011 European Film Market in Berlin.