Processes are sharpened and all the traditional instantly breaks down — Oleg Shcherbina and Yuliya Chernyavskaya, Fresh Production Croup

What are the prospects for Ukrainian film business and what serious risks threaten him in difficult times of economic crisis, new rules and new movies and TV shows we talked with Oleg Shcherbina, Board Chairman of the Fresh Production Croup, and General producer Julia cherniavskaya for the project “Filmed in Ukraine”, initiated by Delo.ua and Media Group Ukraine.

The project “Filmed in Ukraine” was visited Fresh Production company not long ago started to settle in a former factory workshop on-site “Lenin’s smithy”. And does it very actively. On the ground floor is the construction of the pavilion for a great TV series “Military hospital”, and the second can be heard Italian speech two weeks ago in Kiev began shooting the film “easy”, which became the first joint film project between Ukraine and Italy (more information here).

What are the prospects for Ukrainian film business, and at the same time — what are the serious risks threatening him in difficult times of economic crisis, new projects and new rules of the game we spoke with Oleg Shcherbina, Board Chairman of the Fresh Production Croup and producer Julia Chernyavskaya.

- Oleg, let’s start with the traditional question asked by all interlocutors of the project “Filmed in Ukraine”: the film industry — we have it or we don’t have it?

Oleg Shcherbina: My answer is simple — there are, for one simple reason: we are here in front of you — Fresh Production, which from 2005, the year is only dealing with the film business, we have no other — only live with film production and related technological and technical services for television and film (rental of equipment and the creation of special effects).

- That is, the patient is more likely alive than dead… Then, if we continue the metaphor, what is the status of the “body” today?

Oleg Shcherbina: out of a state of shock. 2014 was a very painful for most productions and TV channels, and the first half of 2015 was a continuation of 2014. The reasons are clear: war, economic crisis, the shock of the devaluation of the hryvnia. During this period there was virtually no production, I mean it was a movie that was made with the support of the state. On television even ended some joint projects with Russia, but the overall situation and there was heavy.

- Do you think that now a new cycle begins?

Oleg Shcherbina: Yes, we start working in a new environment, in this new changed reality. And the reality is that the Russian market, in General, no.

- So you’re Russian market is not considered at all? And what was the experience with the Russians is more positive or negative?

Julia Chernyavskaya: an Extreme experience for the Russian market we had in 2009. We are very much and successfully worked for the Russian market and it was definitely a positive experience. To date, however, for us, as for many other film companies, this period is closed. At this stage the cooperation with Russia is complicated by many factors: from economic to socio-political. We have accepted this situation and tried to refocus. For example, for the new series, which we are preparing jointly with the TV channel “Ukraine”, attracted actors from Lithuania and Latvia, studied Polish, Georgian and Czech markets.

- It turns out that seven years ago, ceasing to focus on Russia, you were more prepared for the current situation. And if we are talking about independence… what our production is really independent today? What we have learned to do at the European level, where we have big gaps?

Oleg Shcherbina: the Level of film production in Ukraine is really very high, but the situation, as with many industries in our country… for Example, we have a cool space, but not the best in the world, in America it is better. We have cool aircraft, but it is not the best in the world. Same with the film industry. Yes, our film industry is much weaker than in Hollywood, but in General it is the European level.

- Work on large-scale Russian series helped to hone skills?

Julia Chernyavska: it is Important to note one thing: we haven’t worked in the production of Russian TV series, we produce Ukrainian product, focused on two markets — always Russian and Ukrainian. If we talk about skills, active interaction with the Russian market allowed us to shoot a lot, and therefore to increase the skill level. But not only his, but also the whole industry TV series production — both in Ukraine and in Russia including. Really, our production company is often producing it large-scale series, in which had the opportunity to work with Russian actors, Directors and operators. In any case, we from this point of view, look at the situation.

- You know that now you have two large joint international project “Ursus” with the Germans, Bulgarians and Georgians, and have recently broken a plate in Italian, began shooting the film “easy”. So what’s our strength, if we compare with European professionals? By the way, the crew of these projects one more — ours or foreigners?

Oleg Shcherbina: If we talk about “easy”, there is a writer and Director in Italian, and all the rest — our. This is the first Ukrainian-Italian official co-production. And I can say with confidence that the level of production in Ukraine — administrative, technical, creative, in terms of directing, cameraman, art Director — this is absolutely a strong level of Germany, France, Italy. Our people, our specialists are not worse. And it turns out that the majority of professionals speak English and communicates easily with colleagues at the same level.

- And if we have something “their”? And whether it is “special, national, local” in a world with open borders? It is not perceived whether it be as “sharovarschina”?

Oleg Shcherbina: has long been no “sharovarschiny.”

- And for me, “sharovarschina” are lists of banned films, not because of propaganda in their war, ethnic strife and the Russian army, and because they’ve shot someone, signed a collective letter endorsing Putin’s actions in the matter “krymnash”. “Train Tishka”, for example, in this list… But I am a friend of the provincial…

Oleg Shcherbina: the Provincialism there. We, unfortunately, have long been the province and are only now beginning to understand themselves. If we talk about identity, why do television similar product in the first place on the Russian — here two factors. First, the Ukrainians are beginning to understand themselves as a separate nation. And, of course, while you yourself do not realize who you are, you can’t create “your” product. Because the product, the art is always the reflection in the mirror. Secondly, all this time the Ukrainian TV audience watched the Russian the same type of product and now it is impossible so sharply to make changes.

Is as a flavor additive?

Oleg Shcherbina: Yes, there is a habit. But this situation will change. In film projects, we are working for the TV channel “Ukraine “Chorna Kvitka”, “Triple protection” or “Military hospital” — Kiev is shown, all symbolism, all the locations are recognizable. We say directly that it was us. Ukraine is a freer country than Russia. We allow ourselves to say what is banned in Russia. And it will be quietly-quietly to Scam us. Today we are at a point of the section of the production market is speaking about a television segment and identification.

- How long is the process?

Oleg Shcherbina: the Process expedited and escalated to the limit. Today we understand that all traditional breaks instantly. It would take two or three years, and Ukraine and Russia will become so different countries… And people still want to watch your. Once Ukrainians realize the difference, they will require it and from television. Because it is on the one hand forms the taste, of course, and on the other gives what the audience requires. People change — change the TV, television is changing — people change, and so on.

- And the TV, in your opinion, how quickly will a after stress?

Oleg Shcherbina: the TV Channels have suffered great financial losses in the past year, their capabilities are limited and it is extremely difficult to create own product. But the advertising market has recovered much faster than expected. Recently there was information that the January sale of occupancy of the ether was the best in the last 5 years. Ukrainian market and the Ukrainian people, shows miracles of survival and recovery after all the stress. We are a strong nation, very energetic and very talented. So I’m not afraid of some very negative consequences from a ban on Russian products on TV. The handling of the channels enough in order to survive this situation and adapt very quickly. Regarding the film distribution market — I think that is going to pose some big mainstream projects per year with serious budgets.

- What does “serious budget”?

Oleg Shcherbina: Serious budget for Ukraine is not less than $3 million on the production pattern. And, we have to have six films with this budget, able to compete with American cinema. Been to premiere once every two months.

- A few years ago, the Ukrainian cinema was watching a small group of people, something changed lately? Notice the “beacons” that signal that the mass audience of our films is not a fantasy?

Oleg Shcherbina: there are two active audiences: young people from 12 to 14 to 27, with girls more active. Or the second segment, which came later — people 35-45. These viewers consume films, a La “what men talk About” and there are more active men. This is a commercial audience, and if you make a product for them, you can count on success. But if you make a film with a distinct national aesthetic, such as “the Guide”, then watch it come families. – +15-20% to the box office in this segment. The same story was on The hto proykov krzi fire”. I personally was in the hall and saw the audience comes families with seven to ten children. This factor is very important. As for television, we have to create a Ukrainian TV shows or films on Ukrainian themes with Ukrainian characters and Ukrainian locations. With already more free interpretation, but still in a familiar genre. And gradually away from the prevailing stereotypes.

- They say that the crisis is the ass-kicking, it makes the search for new opportunities, encourages innovation, and so on. Agree?

Oleg Shcherbina: I am absolutely sure that the crisis is not a possibility. The crisis destroys the old system, after which an opportunity arises. But the possibility is always connected with growth. That is, the moment of crisis is always a moment when you either hold, would have been ill rebuilt and will begin to work or not. The crisis is an opportunity only for speculators, vultures. For anyone who is a Creator, a crisis is always a blow. Of course, he clears the market from the structures that no longer match time. But very often in the meat grinder of those who took out a loan and successfully developed. Opportunities after you clean the system. So I’d be very wary of these things.

- Which is more efficient in kinoprodukte is a small company, attracting specialists depending on the project or large structure, where all his?

Oleg Shcherbina: the Future belongs to fast and very dynamic companies. It is not important the size, it should be as open to the market, must absorb information, to have a large number of contacts. A large structure can not organize effective management. And especially when instantly changing technology: cameras become obsolete within six months, a change of lighting equipment, stabilization systems, camera equipment.

If to speak about the Fresh Production, we, on the one hand, cooperate with a specific channel, which is a large structure with a large number of people, quite closed and conservative. This is normal. On the other hand, we balance the story by collaborating with the state on specific projects that are terminated during the year and that keep us open to new ideas, to new people, new ideas and feelings. And this “plus” for TV, because through us they receive this new information.

Julia, a question for you as a producer, which now has multiple television projects — that local history is preparing to show the viewers what they think of his “hook”? How many TV shows and movies do you have in production?

Julia Chernyavskaya: Now do a lot of projects in the production, shooting and training. Three television series for TRK “Ukraine”: “Chorna Kvitka”- 4 series about the Chernobyl tragedy, “Triple protection” — 16 series, city detective and “Military hospital” — 32 series. In addition, rolling two full-length feature film — “easy” and “Ursus”, the latter also with the participation of “Media Group Ukraine”. In addition, actively preparing for the production of feature documentary “Adobes “the Word”.

Frame from the series “Black flower”

The Director of the series “Triple protection” Anatoly Mateshko with the author of the scenario Andrey Kokotyuha

- Why the choice fell on these stories?

Julia Chernyavskaya: speaking of serials, I in the first place, we focused on the preferences of the channel. Marketers interact with, are well aware that the audience loves them. We can only be as precise as possible hear and accept their request and prepare the response to his proposal. For example, the idea of “Corno CDI” belongs to Olga Zakharova, Director for strategic marketing at media holding “Media Group Ukraine . Was formulated login, under which we proposed to employ a talented screenwriter Nicholas Snitzer. I just knew better than him that story no one will do, and you were right — all was very pleased with the script. The rental of movies a completely different birth story. The choice of such a history, it’s like choosing a life partner. Must be something to prick to the heart, to cause such emotions, which will want to live many years.

- And where take so much actors?

Julia Chernyavskaya: Now to work harder, we have to abandon the Russian actor database, and it dramatically reduces the choice. For “Military hospital”, for example, it was necessary only in the first cycle to find actors for 250 roles. And we did, closed them all exclusively by its Ukrainian actors. Traveled and have looked in almost all the theatres, was pleased with the result and now preparing for the filming.

The series “Military hospital” will be shooting in the pavilion, built in one of the buildings at the plant “Lenin’s smithy”. Photo: Tetyana Dovgan

The construction of the pavilion for the shooting of a 32-part series “Military hospital”. Photo: Tetyana Dovgan

- How did the coproduction with the Italians?

Julia Chernyavskaya: Andrea Magnani, the Director of the film “easy”, we met in Greece. Each came with his project on the MFI (Mediterranean Film Institute) to Refine the script to the international level. There he read, worked for international experts. Are in the same group, became friends. Says Andrea: “It was love at first sight”. Further thought, was working on a story that showed kids with Ukraine. When the script was transformed into the Italian-Ukrainian, applied for government support in their own country and got it. And it was the first in the history of Italy competition when the Italian side is a minority shareholder in the co-production, and before them the Ministry of culture has never supported minority projects.

Julia Chernyavskaya on the set of the film “easy” the first day of shooting: the plate is still not broken, but that’s it…

“Easy” — a Comedy about the adventures in the Ukrainian Carpathians 40-year-old Italian Isidoro, once a successful pilot of “Formula 3″, which is experiencing a depression.

58% of the production budget invests Ukrainian company Fresh Production. The state plans to offer 5.8 million UAH, and 70% of this amount has already been received. In addition to the state, the funding provided by the Ministry of culture, the audiovisual Fund of Friuli Venezia Giulia”, private investors in Italy. The Italian side takes over and postprodakshn. 90% of the film will be shot in Ukraine — in Kiev, in Lviv, the Carpathians, in particular in small villages. Directed by the Italian Andrea Magnani, the main role is played by Italian actor Nicola Nocella, but most of the crew are Ukrainians.

- Whose actors are involved?

Julia Chernyavskaya: Play the Italians, the Ukrainians, the Hungarians, the Chinese, the Georgians. We all play themselves, in their own languages. I think this is cool: the Italian we speak Italian, is Italian and Italians in the history plays. He lands on the territory of Ukraine and it is surrounded by the Ukrainians. If you’re shooting in the Carpathians, the part of the actors from the same place and take. We maintain it and, if this is the Hungarian border, so the actors Hungarians and speak Hungarian language. We found actors Ukrainian Hungarians in Berehove. The only actor who speaks an unfamiliar language, Latin — Ostap Stupka.

Italian actor Nicola Nocella, who plays the main character in the film “easy” on the set

- How much will you remove? Year?

Julia Chernyavskaya: Hope in a year to watch.

- You have experience of participation in international projects. What is good in such work, and where there are risks and you have to be careful?

Julia Chernyavskaya: an Advantage only in two things. First, it is easier to complete the second part of the budget. Because if you get some of the money from the Italian Fund, the second — from the Ukrainian, then you need to add less private money. Secondly, it is easier to get to European festivals: Europeans support European, this is normal. But overall, co-production requires more production effort and energy to ensure that the project was successful. Budgets of such projects are always more because of the logistics, due to the fact that in Europe, the same service costs more. Plus a huge amount of paper bureaucracy, simply unrealistic. And differences even in the simple things. For example, we say “one day” and the Italians say “one day”, but it’s two different timings. We is 12 hours, in Italy is 10 hours.

- You called the minimum budget for film — $ 3 million…

Julia Chernyavskaya: This budget is for the mainstream. For Arthouse in Europe — from one to one and a half million euros. If we’re talking about auteur cinema for the festival, in principle, it is a normal amount.

I need to do the independent film?

Julia Chernyavskaya: We are interested in General to do the film, regardless of genre and topics, always on the first place story. It leads and determines the fate of the painting. The documentary film “the House “Word”, you might say, the author’s (This is a story about the repression of the Soviet regime against the Ukrainian intellectuals in the 1930-ies, is based on the tragic events that occurred in the Kharkov house of writers “Slovo” — delo.ua). We used to in this genre as the company itself did not try. Just did not come across interesting topics and the person is able to convey it vividly. Taras Tomenko has managed to interest us. As a result, we initiated a large cultural project “the resurrection of the Executed Renaissance,” which joined with the state, “the Coronation speech” and “Media Group Ukraine”.

As a result, created a series of stories about the representatives of “Rozstriliane Vidrodzhennya” (was shown on TV channel “Ukraine” and published in the newspaper “Today” — delo.ua). Has published a series of essays by leading contemporary Ukrainian authors on this topic, held together with Goskino film festival and other events. In the near future preparing for the production of full-length feature film “Adobes “the Word”, which received the support of the state.

Interviewed By Olena Gladskikh.

Source: Portal Delo.UA

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