This week the Key Buyers Event: Digital Edition, organized by Russian film promotion body Roskino, launched its virtual showcase of new Russian productions with some 400 international participants …
, launched its virtual showcase of new Russian productions with some 400 international participants slated to take part, including buyers, commissioners and producers from 55 countries.
Some markets nevertheless present greater challenges than others. “The market is very difficult for foreign language [in the U.S.],” said Fields. “We just don’t have the tolerance for sub-titles or English dubs, even.” Mediaset has acquired some of the top-selling Russian films of recent years, including the World War II blockbuster “T-34,” the sci-fi actioner “The Blackout,” and the alien invasion feature “Attraction,” as well as its forthcoming sequel. Yet Armendariz admitted to skepticism as his company circled its first Russian acquisition, the action film “22 Minutes,” several years ago. “We were afraid about small things like, ‘Is this going to be too Russian?’” he said.
“Attraction” was the first Russian movie Mediaset aired in primetime, and it was a huge success, with Armendariz crediting a marketing strategy that highlighted the film’s key selling points. “For primetime, it’s difficult for us to try with these kinds of movies. You need to market that movie, and usually you need cast,” he said. “We decided to make the promotion about the CGI, the alien, the catastrophe. And it worked.
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