The common phrase "The glass is half empty - half full" does not fully apply to our cinematography now.

Almost immediately after the start of the special military operation in Ukraine, all Western film industry majors packed their bags and went back to Hollywood.

The new "Batman" was removed from the show a few days before the premiere, and viewers weaned from the screens went to watch it on pirate sites or download it from torrents.

Such is the parallel import.

Since the real incomes of people who are ready not to buy foreign cars at exorbitant prices have decreased slightly, the purchasing power of the audience has practically not changed.

Whatever they say, subscriptions to PREMIER, Start, Yandex.Plus and other video services have formed the habit of paying for great content.

We have been making great series and good movies for a long time.

The problem is that on the screens it was still only 25%.

Netflix, Disney+, Hulu and Amazon Prime have eaten a huge chunk of the attention pie.

It's hard to imagine a cinema without The Avengers, Spider-Man, Once Upon a Time in... Hollywood or the same Batman, but... there is no choice.

The state has allocated 9 billion rubles to support the cinema - this is 2022.

After all, not only content producers are demanding salvation: cinemas are breathing their last, barely surviving the pandemic.

Repetitions of old films like “Kholop” are a forced measure, but how many times will you watch the same film if it is not “Ivan Vasilyevich Changes Profession”?

We have scriptwriters, directors, actors and producers.

Rental sites are plentiful.

The viewer is waiting.

What should not be exactly - the development of budgets to the left.

Here the state allocates another 5.5 billion rubles.

The film production support budget is already 14.5 billion rubles for 2022.

We have already reached the stage when the Karamora series costs 120 million. You look at the picture of the series and you don’t see the difference with Netflix.

Both here and there are great entertainment attractions.

We can work at the international level, although we did not dream about access to international money both before the operation and during the operation, and will not dream about it after.

Simply because talented Russians who support their country and the course of the president have no place in the international film elite.

We need to understand one simple thing by looking, for example, at Korean, Turkish or Indian colleagues.

What do we equal the cost of titles with Soderbergh?

It makes no sense: Soderbergh is the collective image of international money.

Big name in the film industry.

A facade of budgets that have nothing to do with us.

We need to moderate our appetite and start making titles, based on the fact that we have state capitalism and a complete reconfiguration of the market.

If we are talking about falling by a third or half of the income of the advertising industry, we will inevitably start building the film industry at the request of the state.

She will be completely different.

Not everyone will be ready for it, and here's why: a lot of the topics that come up in the West are relevant here, but homosexual issues are not.

At least bang your head.

Of course, you can make a movie about it ten times.

Yes, someone out there will like it, but hoping that it will find a mass audience here is objectively stupid.

Unlike France, we give 50% to cinemas and another 30% to foreign distributors.

And it should be 10%.

The efficiency of the process of creating movies and TV shows should be at the top level.

Inflating the budget is no longer good.

Mistakes in planning - too.

Every producer is now an anti-crisis manager.

Import substitution in the spirit of Potemkin villages is now akin to treason.

The glass must be filled to ¾.

Fill so that returning Hollywood studios fight for their place in the sun.

Yes, Batman sideways, sideways, yes, he will crawl into cinema halls, but films of average quality, which leave at the expense of a guest A-class star, should lose their place on Russian screens.

The moment of truth has arrived.

Now it is important that it does not become another moment of missed opportunities.

The point of view of the author may not coincide with the position of the editors.