Polina Tolmachova
Summer 2023 will be crucial for the Ukrainian media industry. The foundation for success has been laid, and many positive developments have occurred. They all appear remarkable against the backdrop of a full-scale war and considering our numerous challenges. However, there is a bigger picture to consider. These developments demonstrate the significant potential of the Ukrainian audiovisual industry and provide strong indications on a larger scale. They prove how essential and strategically important content production and showcasing are for society.
Firstly, content production in Ukraine has not ceased for a day since the war started and is now returning to its industrial level. That applies not only to documentary production, which has been ongoing since the early days of the war and is incredibly important for each of us as it captures historic moments unfolding today. The country is producing entertaining content across various genres and directions. This production fills Ukrainian channels' schedules with premieres and allows Ukrainian filmmakers to attract partners, including for filming in the country. At the same time, collaborations with foreign partners are already being realized.
A great example is the "Those Who Stayed" series, co-developed and co-financed by FILM.UA Group with Red Arrow Studios International. The series is being co-produced by SVT Sweden, NRK Norway, and YLE Finland. "Those Who Stayed" is a six-part anthology series inspired by true stories of people in Kyiv during February and March 2022, following the onset of the Russian invasion. This unique series showcases stories of hope and triumph, with a touch of humor, in the face of adversity. The series premiere date on Finnish TV has already been announced: November 21, 2023.
Another significant example of international collaborations is the financing and co-production of the Ukrainian drama series "In Her Car" by Gamount, created by showrunner Eugen Tunik ("Early Birds") and produced by Kyiv-based Starlight Media. The series is based on true events experienced by Ukrainians during the first days and weeks of the war. Filming is underway, and the premiere is scheduled for February 2024. The projects depict the first weeks of the full-scale invasion and hold ambitions to become a Ukrainian series for the domestic audience and captivate global audiences.
That outlook directs to a crucial third trend that should be noticed: the increasing demand for Ukrainian content. That demand is primarily observed in the local market. Data from Ukrainian theatrical distribution confirms that Ukrainians demand Ukrainian stories. Theatrical distribution resumed in July 2022 with FILM.UA Distribution's first theatrical release. Since then, 19 national films have been released in Ukrainian cinemas, attracting over 1.5 million viewers and generating a total box office revenue of USD 5 million. As of May 1, 2023, national films have achieved an impressive milestone, accounting for 30% of the total box office.
GLOBAL TREND
A fourth trend, closely related to the previous one, is the increasing global demand for Ukrainian content and the growing interest among international audiences, both at commercial and artistic levels. Ukraine had a remarkable presence at cinema festivals in 2022 and 2023, with Ukrainian-produced documentaries making it to the Oscar shortlist. Another example is the successful distribution of Ukrainian films. The most notable example is "Mavka: The Forest Song." The animated movie has been sold to over 80 territories and has achieved tremendous success in Ukraine, becoming the highest-grossing local film and the highest-grossing animated feature ever released.
Last but not least, the fifth trend is the growing demand for Ukrainian services, which kept high quality and competitiveness despite the challenging circumstances. Ukraine's presence in animation, post-production, VFX, cutting-edge technologies, and design is expanding and gaining strength on a global scale.
All these trends represent potential routes, but their further development depends on various factors, including political, economic, and, unfortunately, military circumstances. However, being an optimist, a positive outlook is possible thanks to unique past experiences. The Ukrainian audiovisual industry has overcome numerous economic and ideological crises. Paradoxically, Ukraine has a unique opportunity to serve local audiences and become a powerful player in the global content market.
By Polina Tolmachova, CMO of FILM.UA Group
