ON THE PATH TO CHANGE

Cannes Market News - - FOCUS - By Liza Fore­man

STRONG COM­MER­CIAL MOVIES FROM RUSSIA HAVE BEEN SUC­CEED­ING BOTH AT HOME AND ABROAD. AND WITH 2016 DE­CLARED THE YEAR OF RUS­SIAN CIN­EMA, THINGS ARE ON THE UP ALL ROUND.

THEN, with the ad­vent of some mega films for 2016, home video could soon be re­placed by the­atri­cal as the big­gest mar­ket in Russia. Some of this suc­cess has to do with the ef­forts of lo­cal com­pa­nies, and thanks to pres­sure on the gov­ern­ment by Roskino and other or­ga­ni­za­tions to in­crease fund­ing, there should be more to come. “Strong Rus­sian com­mer­cial movies have been at­tract­ing au­di­ences both at home and abroad,” Dmitry Litvi­nov, the CEO of Plan­eta In­form Group says. Among films the com­pany has dis­trib­uted in­ter­na­tion­ally, block­busters such as Metro (2013) and Mafia: Sur­vival Game 3D (2015) both showed very good re­sults. But, “very few get on to the big screens abroad, and the main mar­ket for the Rus­sian films re­mains home video. But with the scale of the up­com­ing projects things look set to change,” he adds. In­forma has al­ready se­cured day and date re­leases in China and South East Asia for the sci-fi and ac­tion film The Guardians for Fe­bru­ary 23, 2017. Another dis­as­ter movie from the pro­ducer of Metro is com­ing out this year – The Ice­breaker. “It is much an­tic­i­pated by those distrib­u­tors who have had a pos­i­tive ex­pe­ri­ence and good fi­nan­cial re­sults with Metro,” he adds. Some of these re­sults can be put down to the con­certed ef­forts of such Rus­sian com­pa­nies and film or­gan­i­sa­tions. “First of all, we pitch our projects to our loyal cus­tomers around the globe with whom we have de­vel­oped strong busi­ness re­la­tion­ships over the years. But we also meet new part­ners at ev­ery mar­ket we go to. Newslet­ters to in­dus­try pro­fes­sion­als and per­sonal pitch­ing dur­ing the mar­kets are also key el­e­ments. We also use in­door and mar­ket press ad­ver­tis­ing as well as mar­ket screen­ings,” says Anas­ta­sya Bankovskaya, head of sales at Plan­eta In­form. These re­sults are all the more en­cour­ag­ing con­sid­er­ing the fol­low­ing. “De­spite dif­fer­ent eco­nom­i­cal, po­lit­i­cal and so­cial is­sues, the Rus­sian cin­ema in­dus­try shows re­mark­able progress from year to year. Rus­sian art house movies are trav­el­ing to fes­ti­vals around the globe and re­ceiv­ing top awards, while Rus­sian com­mer­cial movies can boast an out­stand­ing level of CGI and cin­e­matog­ra­phy as well as great con­cepts. Qual­ity en­ter­tain­ment al­ways sells,” adds Litvi­nov. There are some chal­lenges with fund­ing in Russia stand­ing in the way of more growth but film or­gan­i­sa­tions are cam­paign­ing to change this, and with 2016 be­ing de­clared the year of Rus­sian cin­ema, there are some spe­cial in­cen­tives this year. Katya Mt­si­touridze, Roskino CEO says: “Since our or­gan­i­sa­tion’s goal is the in­ter­na­tional pro­mo­tion of Rus­sian film in­dus­try and in­ter­na­tional film mar­kets are our ha­bit­ual busi­ness en­vi­ron­ment, we greatly re­gret the fact that co-pro­duc­tion lacks state sup­port in

Newspapers in French

Newspapers from France

© PressReader. All rights reserved.