This article seeks to shed new light on our understanding of the work of the film producer, discussing the creative nature of this craft. It does that by searching for answers to two questions: Firstly, up to what point can we talk about creativity in the producing of films? And secondly, how is that creativity practiced? To deal with both these questions it offers a historical overview of the creative producer and how it is presently considered. Finally, it also briefly addresses the influence of digital revolution in the production process.