At the Forum, the panel discussion Cinema as a Business. How to Ensure Further Growth, Development, and Profitability of the Industry? has concluded. The moderator of the discussion was film journalist and producer, host of the “Film Industry” program, Ivan Kudryavtsev.
Participants included Svetlana Balanova, CEO of National Media Group JSC, Alexander Zharov, CEO of Gazprom Media Holding, Anton Sirenko, CEO of KFRKA LLC, Vadim Vereshchagin, CEO of Central Partnership, Ilya Popov, producer and President of the Association of Animated Film Industry Organizations, Suen Yu Fai, producer and Managing Director of Berkley Media Group Limited, and Zhang Di, Director at Xicheng Media.
The speakers examined whether it is possible to create content that succeeds both locally and globally, discussed the demands of today’s audiences, and considered ways to use artificial intelligence in filmmaking.
On creating successful content, the speakers noted that Russian films can feel close to Chinese audiences due to shared values. At the same time, Vadim Vereshchagin pointed to the unique path of Russian cinema and argued that Russia needs to reconnect with CIS countries to reach the global market in the future: Russian films are linked one way or another to a cultural code. We have pivoted eastward; our values are similar, yet still different. What works in Russia may not work in India or China. We are used to making local content and do not use something that could work worldwide. In most countries American platforms dominate, so Russian films may simply not be bought. We need to promote local platforms and start with CIS countries, where there is definitely a Russian speaking audience. Then, perhaps, we will be able to expand globally."
Reflecting on audience expectations, the speakers concluded that modern viewers value variety and authenticity. In this context, they discussed using artificial intelligence as an assistant for analyzing what content will resonate. At the same time, Svetlana Balanova noted that AI will not always predict which films will captivate audiences: In Russia some companies test films using neural networks. AI analyzes how much a given scene grabs the viewer.
You can test in many ways, but the biggest hits are always something unexpected. For example, The Boy's Word: Blood on the Asphalt. No AI and no platform could have predicted the absolute outpouring of love the series received. AI cannot foresee the chemistry that arises between a creator and the audience."
The speakers also discussed other uses of AI. Ilya Popov spoke about the potential of neural networks in film production: AI makes it possible to replace backgrounds, add effects in animation, change a character’s clothing. This lets studios spend less to achieve quality results. Still, AI is a tool in the hands of talented people. It helps reveal talent more efficiently, but it does not create as an artist."