Continuing the series of publications in the framework of the special project “Kitchen series”, the Media business talked with Oleg Shcherbina and Juliya Chernyavskaya from Fresh Production. “We have no right to abuse the trust and patriotism of the Ukrainian viewer and force him to watch low-quality product” – draws the attention of Oleg Shcherbina. “At the moment the production has managed to cope with the problem of small budgets and make a good product,” admits Julia Chernyavskaya. About co-production, as at small budgets, the legislature “pink”, modern hero and self-censorship, in an interview.

- MB have already written about the projects that you do in co-production: Ursus, Izzy… How promising is this path for Ukrainian companies?

Oleg Shcherbina (O. S.) Co-production is one of the forms of the organization of filmmaking. Co-production is useful to bring in additional production financing, expansion of geography of sales of the finished product, as well as attract more the attention of international film festivals. But, at the same time, international co-production greatly complicates the administration of the project, requires additional funding in the development phase of the project, increases the total period of production of the picture by about a year or two, and also leads to a General rise in the cost of the project. Overall, co-production is one of the most complex financing schemes and production of the movie. In this regard, a production company that starts a co-productive project should soberly assess their strength and capabilities. No claim to truth in the last instance, small and start-up companies, I would recommend to start its activities with national projects.

- What are the peculiarities of the search for foreign partners?

O. S. the Most simple and effective way of finding potential partners is participation in professional sections of international film festivals. In my opinion, the authority and status of the festival in this case plays a secondary importance. It is important regular and systematic attendance of these meetings, which creates confidence in the company producer and producer personally. My experience shows that two Ukrainian film festival – the OIFF Youth and enable producers without large financial and time costs to obtain a wide range of quality Dating. Both festivals cope with this task brilliantly, and for that you must thank the organizers.

- Is it important that countries were potentially similar mentality, the tastes of the audience or it doesn’t matter?

O. S. Yes, this is important. Even more important is the international image of the country, the people and the film industry. All this affects the sympathy of the expert advice of Cinemas of countries which consider co-productive project. Of course, the experts with great attention and sympathy are joint projects with such countries as France, Germany or Italy. You must understand that in competitions of the European Cinemas is usually involved from several dozen to hundreds of projects and must compete with the production companies from across Europe who cooperate with well-known filmmakers, regularly ranked in the competition program of the festivals of class A. Therefore, the Ukrainian production company, like the entire Ukrainian business is interested in improving the country’s international image.

- Now TV stations and productions are in the stage of active production. How to combine quantity and quality? What prevents that contributes to quality? And what about the problem of small budgets when Kerastase advertising market?
Julia Chernyavskaya (J.C.) with respect to television film production – Ukraine is at a high quality level. Domestic production for many years successfully produced on both markets – Ukrainian and Russian. It is clear that there is always room to grow and develop, and if you look at the situation from this position, the number with proper organization always pererostaet in quality. Now it is noticeable at the level of the acting profession. Relatively small budgets in my opinion, the situation is difficult, but not hopeless. At the moment the production was able to cope with the problem of small budgets and produced a decent product, which already can be seen today in the air of leading TV channels. For example, we channel “Ukraine” prepare a series of the British detective series “Triple protection”, melodrama “Chorna Kvitka” and others.

Of course, the low budget limits, have to save often and to abandon the spectacular scenes, stunts and even scenario ideas. Perhaps the solution to this situation lies in the co-production. In any case, we are working in this direction.

- What do you think, if not for legal restrictions, channels would continue to “go” on the Russian product? Without the “kick” was it possible to activate your own production?
O. S. No, I think that without the legal prohibition of this process would be delayed for many years. Cultural and social proximity, many times exceeding the volume of the financing market and the fierce competition between the Ukrainian TV channels, which did not allow top management to take risks when producing their own product are the key factors that hindered the development of Ukrainian market of production of the series. To overcome these factors without legislative regulation, in my opinion, it would be impossible.

- Heads of production who spoke with MB in the framework of the special project “Kitchen series”, was often said that without the Russian market the show to recoup. The series is exclusively for domestic hire – a myth or a return still possible?
O. S. This item have to comment on the representatives of TV channels that have information about the financial capacity of the channels and the condition of the advertising market. For my part, I can say only one thing – high-quality Ukrainian TV shows meant for the domestic market, win a “ranked” competition from foreign, including Russian. The main task which costs now before the channels and production companies is to manufacture high-quality product. We have no right to abuse the trust and patriotism of the Ukrainian viewer and force him to watch low-quality product. In the future, I’m sure the production of the product for the domestic market, ranking and financial dimension will be absolutely justified.

- The last two years the world around us has changed significantly. Hero of modern times – what is it? How has it changed?

J.C. For the last time, without reference to our realities of wartime, the people, and therefore the characters become more sincere, open and real. We can say that the super hero gave way to super man. In confirmation of this – the Oscar for the best film of 2015 – “Birdman,” and the best performers of the main roles – Julianne Moore (“still Alice”) and Eddie Redmayne (“the universe Stephen Hawking”). As for my vision of Ukrainian hero, I think we are now in active search of themselves, and hence the image of their hero. We have a real opportunity to show, without any limitations, mental and national identities of Ukrainians.

- Are there, in your opinion, genres peacetime and wartime?
J.C. No, does not exist. I think that the audience is always open to quality, able to capture the attention of history. We all are tired of politics and war, but despite this, ready is proud of its heroes and never cease to sneer at the leaders of the state, continue to make jokes, fall in love and cry.

In the 90s Ukrainian filmmakers shot a number of films, pereosmysleniya troubled point in our history. What do you think, how important now to open the historical truth through film? With consideration of time, budgets, the needs of the audience…
J.C. I well-Known phrase of George Santayana – “those who cannot remember the past are doomed to repeat it”, I think, directly gives the answer to this question. For the Ukrainians – to understand its history, especially its problematic points, the only way to move on to something new and better. Fortunately, understanding both the viewer and filmmakers. Today is prepared, produced and claimed for manufacturing quite a lot of movies and series on a historical theme – “the House floor”, “Century of Yakov”, “Red” and others.

Taboo, internal self – censorship- is there for you as a producer? If there are nuances: for example, something that, unlike other countries, we have not perceived, and Vice versa.
J. C. Absolutely confident that the movie, like life itself, does not accept the taboo. Man is created to know the world, themselves and others. The more honest this process is reflected in the film, the more interesting the viewer. Another thing is self – censorship. Taking up the job, you agree with a certain set of acceptable principles and rules agree to follow them, to fit in. Generally, it is very thin and individually interpreted concept. For me, as a producer, it is respect for the audience, the viewer, to the customer. As for the nuances… Think in terms of a universal audience, regardless of country of residence the similar to one another.

Source: Information-analytical online newspaper “the Media business”

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