Roskino topper Evgenia Markova was just weeks into her job at the head of the Russian film promotion body when the coronavirus pandemic struck. With her ambitious plans to mount a splashy showcase …
was just weeks into her job at the head of the Russian film promotion body when the coronavirus pandemic struck. With her ambitious plans to mount a splashy showcase for the local industry at this year’s Cannes Film Festival suddenly scrapped, she quickly realized that those plans would have to be revamped on the fly.
Within weeks, Markova and her colleagues scrambled to organize a virtual content market that would showcase the latest Russian productions to international buyers.
The initial response to the digital market, says Markova, was a revelation. “We were very much surprised by the feedback of the industry, by its support and its involvement,” she says. After 30 Russian companies participated in the Moscow event last fall, more than 120 were registered for the digital edition through mid-May.
One way Roskino is looking to improve that transparency is by providing more data on the Russian biz, compiling catalogs of producers, sellers, and production services companies, while highlighting projects in search of co-production partners, in order to “help foreign producers find the proper partner for them,” Markova says. Other initiatives being developed would do more to boost the international profile of rising Russian talent.
Such sweeping efforts could have easily been derailed by the dramatic upheaval of recent months. But Markova is focusing on the opportunities instead, noting that the coronavirus pandemic has upended long-held assumptions about how business is done, particularly in an industry that prizes personal connections and facetime at prestigious events like Cannes’ Marché du Film. “This is the mindset: You wait for the event to meet people,” says Markova.
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