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CINEMA-GOING

UKRAINE

prepared for

PROJECT DETAILS

RECRUITMENT METHOD:

Face to face

LOCATION:

DATE AND TIME:

The groups were held in two different regional cities: Kiev and Lviv based on the difference of local language (Russian vs. Ukrainian)

Kiev (Eastern Ukraine) 7 August 2006: Group 1: Mixed gender 16-19Group 2: Mixed gender 20-24Lviv (Western Ukraine) 8 August 2006:

Group 3: Mixed gender 20-24Group 4: Mixed gender 25-34

RECRUITMENT CONTROLS:

Cinema attendance at least once every 2 months, on average

No direct contact with the film industry and/or the field of journalism

F I R S T R E S E A R C H I N T E R N A T I O N A L2

EXECUTIVE SUMMARY

Ukraine, once part of the USSR, is now an independent country. The Orange Revolution in 2003 put Ukraine on the global map as a country trying to free itself from old Russia. Unfortunately, as this study was taking place, on Monday 8th August the clock turned back as the ousted President which spurred the Orange Revolution took power again in the form of Prime Minister. There is still a Russian umbilical cord that ties Ukraine to mother Russia. Ukrainians are still struggling with building their economy, their democracy and more importantly breaking their ties with Russia. European Community standing appears a distant chance as corrupt ties associated in every facet of industry still keep hold of this country.Ukraine is a country full of history – mostly of defeated battles and strategic coups and corruption of power. The most notable and sad lesson in Ukraine history was when Stalin forced a great famine in Ukraine which killed over 5 million Ukrainians in this forced, man-made, famine.The bottom line is that Ukraine has always taken a beating from one or another country or dictator throughout her illustrious past. The Ukraine has never truly reached her independence and she still struggles today. Ukrainian identity, or the need to know and have one, is stronger than ever before - much stronger than in Russia. Cultural pride in the idiosyncrasies of food, family culture and social structure are evident throughout Ukraine. There is an inherent sense of ‘do not forget we are Ukrainian’ first, before anything or anyone. This pride was surprisingly conveyed through the mouths of babes (our younger group members, (16-19 years) who voiced a strong identity to “their” Ukraine and often boasted of choosing Ukraine first before anything else. The older group members (up to 34 years) appeared less proud or boastful, perhaps a bit more jaded or sensitive to the pitfalls of corruption and political unfairness within post Soviet Russia.Ukraine is a beautiful country – filled with geographic landmarks that once were considered the pride of the Soviet Union (Crimean Coast nestled next to the Black sea and the Carpathian Mountains and yes, even Chernobyl before the disastrous nuclear accident was once the most fertile place in Eastern Europe). The Ukraine was once the jewel in the Soviet Union producing the best and richest agriculture for the USSR. Lonely Planet sums Ukraine’s landscape up best, “its rich natural assets make Ukraine’s economic poverty heartbreaking and frustrating.” How could such a beautiful country be so stagnant in the past and so behind with the rest of Europe? How is it possible that Russia still has such an economic hold on the Ukraine in regards to monopolising gas and natural resources?The Ukraine has had one of the most difficult and sad pasts within ex USSR territory, however the people are courageous, proud and quietly defiant as they strive towards their own political and cultural independence.It is with great hope that the Ukrainian film industry is nurtured (either by Russia or by other international investors) that Ukrainian culture could be conveyed not just to their own people but to share Ukrainian culture with others around the world. There is an understanding that there is a need for economic infusion into local film production – whether it is production, screenwriting or simply using the landscape of Ukraine for location shoots. Russia has been and will always be Ukraine’s big sister. It is just that Ukraine now wants only occasional big sister advice rather than to be bossed around like the little child she once was.Ukraine mirrors Russia in many ways as you will note in this report. The key differences were cultural identification in regards to language and products. There is a need to promote Ukrainian language through film and media however, it must be real and it must be accurate in their interpretation and understanding or else they would just prefer to have Russian language as the status quo.


Promotions and marketing should be guided by local market knowledge and decision making (film distributor, media buyer and agencies). There was a strong sense of cultural identity and the need to promote “home-grown” Ukrainian products and services.

New media applications and touch points to film consumers is probably the fastest growing area for the Ukraine in regards to harnessing film awareness. Mobile (like Russia) has been the fastest growing industry in the Ukraine yet there were not any recognizable film content or film promotions anywhere seen or noted, unlike in Russia.

If a Russian or American film is to be dubbed into the Ukrainian language it needs to be done well and done fast. Ukrainians whole heartedly appreciated and loved the recent dubbings by BVI and UIP, resulting in PIRATES OF THE CARIBBEAN 2 and CARS (at the time of this report fact finding) becoming the number one animated film of all time in the Ukraine and number one live action film of all time in Ukraine (according to Ukrainian box office figures). This collective success was in large part mostly attributed to the good or perceived good dubbings into local Ukrainian language. Feature animation dubbings are more accepted than live action as the actors who dub can be more creative and add more local flavour to fictional animated characters compared to live action film dubs.

Moving forward, marketing and promotions would do well to reflect the seasonal weather in Ukraine: every thing from the placement of ad buys, choice of promotional partners, to new media touch points. In short, making best use of people being inside more (enjoying indoor sports and entertainment) during the harsh winters.

Film subjects in the area of family life, relationships and hardships in today’s Ukraine are issues that are most affecting Ukrainians (which they can relate to) but there was an expression from our groups that fun, relaxing and escape entertainment is what is most fulfilling to take them away from their dreary lives.The need for romantic comedies they can relate to and comedies in their culture and language are sorely missed.

This report mirrors our report on Russia in many ways in regards to cinema-going baits and barriers.And, as in Russia, learnings suggest there is a very real need to invest locally and promote this fast growing cinema market.


UKRAINE

Country area: 603,700 sq.km (just smaller than Texas)Population: 47.1 million peopleCapital: KievKey cities: Odessa, Lviv, Ivano-Frankivsk, Poltava, Kharkhiv, Donetsk, Simferopol

Sevastopol

Local currency: Ukrainian hryvnia (uah)Official hryvnia/dollar exchange rate: 5 hryvnia for one American dollar (As at September 2006)

GDP (purchasing power parity): $340.4 billion (2005 est.) GDP (official exchange rate): $75.14 billion (2005 est.) GDP - real growth rate: 2.4% (2005 est.) GDP - per capita (PPP): $7,200 (2005 est.) GDP - composition by sector:

Agriculture: 18.7% Industry: 45.2% Services: 36.1% (2005 est.)

Vodka consumption: 350 million litres a year (Canadean, 2003)

National Anthem: “Ukraine Has Not Yet Died”

FACTS ABOUT UKRAINE


INTERESTS AND HOBBIES

“Russia and other former Soviet countries surged ahead last year with admissions up 20%”(Hollywood Reporter January 10, 2006)

“PIRATES OF THE CARIBBEAN 2 dominated Russia and Ukraine with an 85% market share. It set new all time opening records with $10.4 million from 530 screens in Russia, where it should become the first American movie to cross the $20 million mark there, and $1 million from 125 in Ukraine.”

(Box Office Mojo July 18, 2006)

Following the Russian cinema-going discussion guide we started our groups with discussion in the Ukraine of interests and activities outside work and home life. The learnings from the Russian discussion (where we did not ask for the key differences between winter and summer interests and hobbies) clearly reflected the need to enjoy good weather during the summer. Likewise, the interests and hobbies across our groups were mainly outdoor sports and socialising activities that took advantage of the good summer weather. Cinema going was mentioned by most groups where it was the main interest and activity during the harshest winter months.

Most activities centred around sports and in particular outdoor activities that took advantage of the Ukraine geography such as walking, hiking, fishing, swimming, going to the seaside and relaxing in the countryside (at their rural dacha) and skiing and snowboarding during winter months:

“What I do in my spare time depends on the time of year. In the summer, I like to go to the countryside, relax and go to the sea. In the winter, I go to the cinema.”

Lviv 25-34 YEAR OLD

“I spend my spare time outside, fishing in the summer, I go to the cinema, to bars, discos.”

Kiev 20-24 YEAR OLD

It should be noted that many of the outdoor activities and sports noted here focused on Ukraine’s rich abundance of geographical areas (sea, countryside and mountains) unlike Russia where fewer extreme sports were mentioned.


THE CINEMA GOING EXPERIENCE

I) PLANNED VERSUS IMPULSE

Similar to Russia, the groups in Ukraine all cited that “spontaneity” around socialising and outdoor activities created or spurred opportunities for cinema visits. In Kiev where there are many good cinemas in the centre city, posters and billboards often provoked last minute visits to the cinema (regardless of genre of film):

“I decide spontaneously… I see the poster, I like it, I go.”

Lviv 20-24 YEAR OLD

Locations nearest to socialising areas (such as cafes and centre city shopping areas) further spurred spontaneous visits.

Word of mouth and friends recommendations were regularly endorsed within the groups and this appeared as a key secondary motivating factor influencing planned vs. spontaneous visits. In particular the older groups were confident in friends’ recommendations on upcoming films and this played a key role in spontaneous decisions:

“My friend usually finds the films. I also have a look but she looks more often and says: Marina, let’s go there.”

Kiev 16-19 YEAR OLD

As expected, friends and partners were staple accompaniment for most group members. The genre of the film played a key factor in who accompanied partners or friends to the cinemas:

“It is better to go with a friend to (PIRATES OF THE CARIBBEAN) as this one is less romantic.”

Lviv 20-24 YEAR OLD

“To me cinema is dating with a girl.”

Lviv 20-24 YEAR OLD

Again, similar to the Russian cinema-going respondents, Ukrainian respondents felt no shame or embarrassment about attending a film on their own, stating that if they really wanted to see a film or wished to kill some time, they would do so as a hobby or interest:

“When you really want to watch a film and can’t find anyone to go with then you end up going on your own.”

Lviv 25-34 YEAR OLD


II) FACTORS AFFECTING FREQUENCY OF VISITS

The key factor to determine frequency of cinema visits was the choice of film product available. It was apparent in the smaller and less cosmopolitan city of Lviv that multiplexes were still an emerging force and therefore, with less choice apparent, this fact alone hampered the frequency of visit. Some ex-Soviet cinemas in the Ukraine have been converted into more modern cinemas over the past 5-10 years, however, these sometimes still only contain 2 screens, thus still providing little choice of film content and screening times.

The price, location and quality of films being shown at the cinema was also considered to be a determining factor, clearly being driven to the cinema more by appealing fare.

“If there’s a big choice then I’ll get there and might even change my mind.”

Kiev2

16-19 YEAR OLD

This price / value consciousness was particularly evident throughout all the groups. The younger respondents choosing earlier cinema times to attend more often:

“(Kino palace) prices are fine, affordable to all.”

Kiev2

20-24 YEAR OLD

To a lesser extent, location and transport to and from the theatre played a part in the frequency with which cinema visits occurred:

“I also live close to the centre but the Kievskaya Russ is closer to me so I mainly go there.”

Kiev2

16-19 YEAR OLD

“Kinoplats is in the centre, closer to the core and I may go there more often.”

Lviv2

20-24 YEAR OLD

It is also important to note here that it is only in Kiev that there are new and large multiplex/entertainment centres. The first and largest multiplex (14 screens) opened in 2005. Entertainment centres are a new but certainly a motivating factor for emerging cinemas. Lviv and other cities throughout the Ukraine are yet to fully experience this modernisation so the disparity between cinemas in terms of comfort is less of an issue when choosing to go to the cinema.


III) BAITS TO CINEMA ATTENDANCE

Echoing back to the primary benefits of big screen viewing, most focus groups declared screen size and good sound quality as the key benefits of watching a film at a cinema (certainly in comparison to home viewing):

“They have a wider screen and you feel as though you are inside the film.”

Lviv2

20-24 YEAR OLD

At a secondary level, the location of the cinema had a direct bearing on encouraging a cinema visit and the convenience of location was deemed especially important if a group outing to the cinema was being organised. Throughout the groups there were various aspects of socialising before or after the cinema:

“It’s in the centre. You go have a coffee in ‘Vernisage’ and then go to the cinema.”

Lviv2

25-34 YEAR OLD

“Well if you have time before the film starts, you may play billiard.”

Lviv2

20-24 YEAR OLD

There was also a distinction within Kiev where multiplexes and entertainment centres are more prevalent as an added value for the cinema-going experience. Entertainment centres proved to be a key aspect for socialising before and after a film (in particular with the younger respondents):

“Yes, so you come out of the cinema, play billiard and sit in a bar.”

Kiev2

16-19 YEAR OLD

Price was also understandably important to many, with a desire for affordable ticket prices, promotions and discounts for matinee performances, students and pensioners.

Aside from price and location, a key bait for attendance unsurprisingly focused on the type and quality of the product available. This can be either access to new films, yet can simply be a combination of film product aimed at lovers of movies:

“In the cinema near my house there’s a day for film-lovers on Wednesdays.”

Kiev2

16-19 YEAR OLD

The older respondent group members also highlighted good service and polite staff – even if some were rather over-demanding in this aspect:

“Of course, it affects me if the cinemas have good service”

Lviv2

25-34 YEAR OLD


Individual mentions were also made about the importance of cloakrooms, considering the extreme weather conditions faced in the Ukraine, as well as the provision of cup holders in arm rests.

Whilst there will inevitably be mixed standards within Ukrainian exhibition, there was an overriding feeling in the groups that standards have invariably improved, with high standards now becoming the norm. The mission, therefore, is to maintain and build upon this level of theatrical offering, especially in the fight against piracy:

“Because they’ve made it (Dovzhenko) nice now and I like it.”

Lviv2

35-49 YEAR OLD

Cinema in Ukraine is a chance to relax, socialise with friends, kill time and offer an opportunity to talk about films following.

Seeing films on the big screen was one of the key added values in particular where sound and screen quality displayed films with special effects:

“But the main thing in this place is the sound; the viewing quality is so good.”

Lviv2

20-24 YEAR OLD


IV) BARRIERS TO CINEMA ATTENDANCE

The barriers to cinema attendance were perhaps unsurprisingly the inverse of the reasons for the baits. Ukraine releases are more limited than in Russia and there was a sense that there not the range of foreign films available compared to other countries. Crucially the key barriers include: poor selection of films; limited choice of films, limited films alternation, poor trailers and lack of widescreens cinemas:

“They don’t always show good films.”

Kiev2

20-24 YEAR OLD

“Sometimes there is nothing to watch for two weeks”

Lviv2

25-34 YEAR OLD

“Sometimes it’s the opposite, the film’s just badly advertised when you find out about it, and it turns out to be interesting.”

Lviv2

25-34 YEAR OLD

This issue is further highlighted considering that within the Ukraine there is still a lack of good screens that can accommodate wide screen films. This appeared to be an important de-motivating factor limiting attendance:

“The only problem is that most films are now made for widescreens and we don’t have enough widescreen cinemas.”

Lviv2

25-34 YEAR OLD

Lack of heating during the winter, poor conditions in refurbished Soviet cinemas and poor sound quality were also noted as barriers.

Furthermore, noise and distractions from younger groups seemed to annoy people over 20 years of age:

“The thing is I always try to get the sofa. There are too many teens hanging around.”

Lviv2

20-24 YEAR OLD


V) TYPE OF CINEMA

Number of cinemas Ukraine (2006): 135 sites / 262 screensAnnual screen growth in 2006: +30-40%

“Imax Corp. and Ukrainian film production company Kinokompaniya Triumph announced Monday they are to install two Imax screens in the country.” (Variety August 9th, 2006)

As we saw in Moscow, multiplexes were embraced in the capital of Kiev as a means of delivering a wider choice of movies and for providing bigger screens to watch them on. The improved comfort and technical quality was also appreciated. In the rest of the Ukraine there was a sense of anticipation towards newer cinemas and film festivals with opportunities for better seating, sound and comfort:

“Now they have started organising festivals in Kopernik, now you have to pay for the entrance. But the main thing is the sound, the viewing quality is also good.”Lviv

2

20-24 YEAR OLD

VI) THE COST OF CINEMA

Views differed slightly across the groups, but the cost of a cinema ticket was declared as 10-30 Hryvnia ($2-$6 USD) depending on the time of the film, the choice of the cinema, film discounts and type of film. It is important to note that there is no set price in Ukraine for cinema-going with ticket prices fluctuating based on location, time of showing, nearest to local transport, comfort (e.g. sofa seating):

“Because it’s in the centre. You can walk to it. I like ‘Kopernik’ because it’s small and cosy.”

Lviv2

25-34 YEAR OLD

“and the prices suit everyone, there are both morning and evening showings that you can choose from.”

Kiev2

16-19 YEAR OLD

Most respondents across the groups were willing to pay more (on average 10 Hryvnia ($2 USD) for a better cinema-going experience such as better sound, bigger screen and more engaging experience within the cinema. The respondents were quite enthusiastic and gave great ideas in the groups for an added-value experience:

“Maybe if the cinema workers could have more interesting clothes. Something to do with the film.”

Kiev2

20-24 YEAR OLD


Other suggestions included: premium item with ticket purchase; design/layout of the auditorium; smoking allowed in cinema; more comfortable seating and choice of film in particular to see event films with special effects:

“If you know that the films are very good and really want to see it has special effects, then you understand that it would be better to see it at an expensive cinema and then you would of course pay fifty hryvnias.”

Kiev2

16-19 YEAR OLD


CONCESSIONS

The range of concessions bought by focus group members encompassed:

Popcorn, coke, beer, crisps, nuts and Ukrainian desserts and cakes.

It was interesting to note, from the groups, empirical research and cinema visits throughout the Ukraine, the unique difference of concession offerings compared to Russia. The selection of Ukrainian goods, both packaged and fresh, played a small but vital aspect to cinema-going attraction.

The provision of a café also indicated a good selection of food, beyond the usual standard concessions, in particular home-made Ukrainian cakes and desserts:

“If we go to the Ukraine cinema there they have all sorts of desserts and cakes.”

Kiev2

20-24 YEAR OLD

There was a strong draw to Ukrainian products. In part this must be a function of the historical struggle this country has faced from invading forces, yet hints at the strong level of patriotism and nationalism that engenders this market:

“I prefer Ukrainian, because I trust it more.”

Kiev2

20-24 YEAR OLD

“Personally, if I am buying beer, I always buy Ukrainian brands.”

Lviv2

25-34 YEAR OLD

The key difference between concessions in Russia vs. Ukraine was the selection and choice of goods.Most groups, in particular the younger group members, voiced strong opinions in regards to choosing “home-grown” Ukrainians goods over Russian or International brands:

“I support my home brands, I do, as everything is made in Ukraine.”

Kiev2

16-19 YEAR OLD

“You buy what you are used to buying.”

Kiev2

20-24 YEAR OLD

“Brands are one thing but where they’re produced is another.”

Lviv2

25-34 YEAR OLD


It is important to note that it was not simply within the groups where we discovered the importance of café style environments encouraging socialising before and after film viewings. It was also noted in the empirical research throughout the Ukraine. It was amazing to see even 2 or 3 small tables with maybe 1 or 2 chairs each nestled in the corner of a small and imposing ex-Soviet cinema. Café culture is and will most likely continue to be inherent in the cinema going experience within the Ukraine.

Top advertisers in Ukraine 2005

Ukrainian Ad Market volume

ATL market segments 2005 ($ M)2006 forecast ($

M)TV AD 237 352,1 National TV 220 330 Regional TV 17 22,1Outdoor advertising 116 152Press advertising 131 176,8 Newspapers 48 64 Magazines 83 112,8Radio 20 38863Cinema 5 7Internet 2,5 4Total ATL 511,5 718,4

BTL market segments 2005 ($ M)2006 forecast ($

M)Promotion 40 60Sponsorship (incl. product placement) 115 149,5Event marketing 27 40Other marketing communications 4 5PR campaigns 12 14PR in Media 35 40Ad production 50 57Total BTL 283 365,5Agent's commission fees 40,5 54,1TOTAL AD MARKET VOLUME 835 1138


Ukrainian Ad Market volume (PRESS)by type 2005 ($

M)% 2006 forecast ($

M)%

Newspapers 48 36,6 64 36,2

Magazines 83 63,4 112,8 63,8Total 131 100 176,8 100

by frequency 2005 ($ M)

% 2006 forecast ($ M)

%

Daily 13,1 10 21,2 12 Weekly 69,4 53 95,5 54 Monthly 48,5 37 60,1 34

Total 131 100 176,8 100

by geography 2005 ($ M)


%

National press 90,4 69 123,8 70 Kiev press 30,1 23 35,4 20 Regional press 10,5 8 17,7 10

Total 131 100 176,8 100

by genre 2005 ($ M)


%

Social issues and politics 15 11,5 21,4 12,1 Women's press 22 16,8 29,2 16,5 Business press 20,5 15,6 29,2 16,5 Ad press 11 8,4 14,8 8,4 Auto press 10 7,6 13,5 7,6 Entertainment press 11,4 8,7 16 9 All family press 11,2 8,5 13,7 7,7 Teleguides 8,8 6,7 12,2 6,9 Men's press 9,1 6,9 12,1 6,8 Special press 6 4,6 7,2 4,1 Other 6 4,6 7,5 4,2

Total 131 100 176,8 100


SOURCES OF INFORMATION

The sources of information used to find out about film product was essentially the same as was found in Russia, with the key exception to note being Ukraine airs televised product in both the Ukrainian and Russian languages.

Rating of the Ukrainian TV channels for July 2006.Source: GFK Ukraine

N Channel (Eng) Rat% Shr%1 Inter 2,31 19,382 Studio "1+1" 2,22 18,693 Inshe TV 1,47 12,364 ICTV 0,88 7,365 New Channel 0,86 7,216 STB 0,7 5,917 TRK Ukraine 0,55 4,65

8 1 st Channel (Russia) 0,45 3,779 5 Channel 0,4 3,3810 TET 0,37 3,0711 NTN 0,25 2,09

12 Pershij Nacional'nij 0,24 213 TONIS 0,18 1,5314 RTR Planeta 0,17 1,4515 M1 0,15 1,316 NTV Mir 0,14 1,1917 Megasport 0,1 0,8418 Era 0,07 0,6319 TRK Kiev 0,05 0,4520 RU Music 0,05 0,4221 Enter film 0,05 0,4122 O-TV 0,04 0,3723 K1 0,04 0,3224 7 Kanal 0,04 0,31

25 11 Kanal (Dnipropetrovs'k) 0,02 0,2126 Simon (Harkiv) 0,02 0,1427 Chornomors'ka TRK 0,02 0,1428 Enter 0,01 0,0929 Zagrava 0,01 0,0930 Gravis 0,01 0,0931 24 Channel 0,01 0,0732 K2 0,01 0,06


TRAILERSDeemed highly influential

PROS CONS

Strongest and most compelling source of information Language issues

Quality

TELEVISIONDeemed highly influential

PROS CONS

Movie adverts are enjoyed and stand out from other non-film adverts

A few also see TV spots as simply a shorter version of a trailer and therefore as possessing similar benefits, such as telling you all you need to know and being a visual media

Most importantly there was a desire for film programs or advertorials that would give more information about upcoming film product:

“On Inter-film there’s a programmed called ‘Cinema-File’. It’s on for about 10-15 minutes. It’s foreign programme and it’s shown in English. It shows all the latest films and gives a bit of information about each. That’s ideal.”

Lviv2

25-34s

Adverts are still seen as adverts:

“Longer adverts about films but fewer adverts in general.”

Lviv2

25-34s

It is important to note that TV was considered to be less important during summer months (or good weather) and therefore not viewed as often, lessening the impact of seeing TV spots:

“to be honest, I watch television less now than in the autumn and winter but usually if I like the trailer shown on TV, I try to go and see the film.”

Kiev2

16-19s

Where possible lengthen or create TV spots edited towards a Russian/Ukraine audience


UKRAINE MEDIA CONSUMPTION

TV, CABLE, DIGITAL AND SATELLITE

Cable penetration in Ukraine: 43,0%Digital penetration in Ukraine: 0,9%Satellite penetration in Ukraine: 1,40%

Number of TV channels in Kiev:

Kiev

Ukraine (including

Kiev)Terrestrial 17 118

Cable 77 250

WORD OF MOUTHDeemed highly influential, in particular with the younger group members.

PROS CONS

Opinions from friends are a trusted source of reviews. Unlike some forms of communication there is less evident bias (nor reason to be biased)

“People’s opinions matter. Maybe I didn’t want to go watch a film but then everyone recommended it and I had to go.”

Kiev2

20-24s

Similar to Russia, movies created a buzz amongst friends and a conversation point with friends, partners and work acquaintances

The only con in regards to word of mouth or friends’ recommendation was the disappointment of a film not meeting expectations.


THE INTERNET

Deemed influential by all the groups

*Note that the internet and access to the internet is still growing in the Ukraine, like Russia.However where people had access to the internet through school, work or home there was a sense of the internet being a good resource for further investigation into learning about upcoming films.

PROS CONS

When the internet is accessible it can provide a great deal more information about cast, plot, description of film production and timings of nearest cinemas or cinemas of choice:

“If we see some advertisement or billboard for a film she goes online and has a look.”Kiev

2

16-19s

It is still not widely accessible and film sites are not that informative

“I sometimes look at Kino palace (multiplex homepage) but they only have times listed.”

Lviv2

25-34s

“Fewer people use the internet.”

Kiev2

20-24s

Because Ukraine is divided into two different languages it would be helpful to promote film content regionally through various local search engines and sites (Ukraine and Russian). It is also important to note however that Google was the leader in Ukraine in terms of the most popular or most used search engines vs. Russia where Yandex and Rambler were the more prevalent search engines as they are Russian (Moscow) language search engines.


POSTERS (BILLBOARDS, POSTERS, STANDEES & LEAFLETS)Deemed somewhat influential

Distributors in Ukraine often have to locally translate their own posters from either US or Russian translation. This can delay posters going up locally in cinema (first series of one sheets or teaser posters) in Ukrainian language as the turn-around-time is not as fast as it is in Russia.

It is recommended that these type of territories and markets are given key artwork as far out as possible to provide local translations – not just for titles but for talent names and taglines to be translated into Ukrainian.

PROS CONS

Posters and billboards are everywhere. The more billboards one sees the bigger the campaign which means it is a big film (big investment)

You can sometimes write down film times or cinema number to obtain film times

It is important to note that like in Russia, cinema leaflets & postcards are widely accepted and promoted within every cinema in the Ukraine:

“This stand is located by the ticket office. There are always leaflets.”Lviv

2

20-24s

Due to their size (especially billboards) and wide coverage, posters are seen as aiding the advertising campaign by creating high awareness in particular on public transport:

“I think that adverts in public transport are good as you’re just riding along without much to do except reading.”Kiev

2

16-19s

Film distributors need massive amounts of outdoor to make a great impact

Standees can be very expensive and complicated to erect in cinema with no guarantee that exhibitors are correctly positioning or installing (this was seen quite often in the empirical research where BVI & Warner standees for tent pole films were positioned in odd places)

Leaflets are small thus more difficult to contain more detailed info:

“I think leaflets are not as eye-catching. They are good to give the details of film times.”

Lviv2

20-24s

Some respondents felt that there are too many billboards thus too much to take in:

“Posters are like billboards.”

Kiev2

16-19s

“I get less information from billboards and advertising stands.”Lviv

2

25-34s


THE RADIODeemed to have little or the least impact across the vast majority of groups

PROS CONS

It was mentioned in the groups as being one of many elements but it was listed usually in the last 3 or 4 as a key motivator of awareness.

As film is a visual medium and radio is perceived as being predominantly designed for music, there was felt to be a discrepancy between the two:

“Because I perceive things visually.”

Lviv2

25-34s

“but people trust the radio less. It’s just entertaining.”

Kiev2

20-24s

TOP 3 RADIO STATIONS IN UKRAINE (2005)

Russkoe Radio Ukraine - reach 15%.Nashe Radio - reach 13, 91%.Khit FM - reach 10, 61%.

TOTAL FM STATIONS IN UKRAINE

113

FM STATIONS IN KIEV 34FM STATIONS IN LVIV 18


MAGAZINESSeemed to have more impact than in the Russian groups and were viewed favourably by most of the groups.

PROS CONS

Most respondents claimed to enjoy reading interviews with stars, reviews and behind-the-scene features

Magazines were considered to have more specific content, in particular carrying phone numbers to the cinemas for viewing times.

Aphisha magazine was the most frequently referenced across 3 out of 4 of the groups:

“Usually in the cinema itself when I walk past, they show advertisements, also in the magazine ‘Aphisha’ (poster magazine).”

Kiev2

16-19s

“Kiev-City” is a good magazine. It’s free in cinemas. You can pick it up after the film.

Kiev2

20-24s

There were not any negative factors attributed to magazines

NEWSPAPERSAgain, unlike Russia, newspapers seemed to have some impact in Ukraine

*Please note that free newspapers, such as the Metro, do not exist yet in Ukraine but there are free magazines in Kiev (both in Russian and English) that suggest access to free newspapers/print is on the rise.

PROS CONS

Listings and schedules were considered useful Cost of papers vs. free magazines and

newspapers Newspapers tend not have good

informational bout films or reviews

“Something like ‘Telenedela’ (Teleweek) The information is very dry and not entertaining.”

Kiev2

20-24s


SUMMARY OF ADVERTISING

Advertising in Ukraine was very similar to Russia. The desire for longer TV spots, more film content and more information about film was prevalent through the groups. The sense that more media exposure equals a bigger or better picture seems to be consistent:

“If you see large billboards, you understand the film has a large budget.”Kiev

2

20-24 YEAR OLD

“If there is a lot of advertising you know the film is good.”Kiev

2

20-24 YEAR OLD

“I think big stands. I remember there was a film “The Day after tomorrow” and I remembered its stand, there was a holographic image and this caught my attention.”Lviv

2

20-24 YEAR OLD

In contrast, talk of niche marketing didn’t feature beyond advertising around television movie review shows and on entertainment channels. Local language and translation are key in delivering visual and moving advertising to Ukrainian audiences. One noted example of a good TV spot being executed in local language was for CLICK:

“All promotions of CLICK feature a beautiful voice telling interesting stories about the film, so I really felt like watching it.”Lviv

2

20-24 YEAR OLD


NATIONAL FILM INDUSTRIES

I) TALENT

Mirroring Russia, the talent that the Ukraine group members most liked were very American centric:

o Jim Carrey, o Bruce Willis, o Johnny Depp, o Brad Pitt, o Angelina Jolie, o Tom Hanks, o Jennifer Aniston, o Nic Cage and o Jean Reno.

“Then Bruce Willis appeared a bit later, I fell in love with him when I was a teenager.”

Lviv2

25-34 YEAR OLD

There were few Russian actors mentioned in the groups with no Ukrainian actors mentioned at all. The lack of Ukrainian actors was due to the lack of Ukrainian film product on wide release.

NUMBER OF FILM PRODUCTION COMPANIES IN UKRAINE

“Spektr”Proizvodstvenno-televizionnaya studiya "AL'FA"LITER, ZAOYaltinskaya kinostudiyarolik.fm – PRODACTION STUDIYAEuropa FmINT WEST DISTRIBUTIONUKRTELEFILMUKRKINOKHRONIKAPlanet-m, NVF


II) RECENTLY VIEWED MOVIES

Across all age bands, the majority of respondents had most recently watched; PIRATES OF THE CARIBBEAN 2; CARS and BUTTERFLY KISS (Russian film).

Ukraine Box OfficeAugust 25–27, 2006

TW

LW Movie Studio Weekend

GrossChang

eGross-to-

DateWee

k

1 1 Garfield: A Tail of Two Kitties Fox $77,631 -54.7% $408,076 2

2 2 You, Me and Dupree UIP-VIN $60,584 -24.9% $201,249 2

3 N Lady in the Water Kinomania $51,096 - $56,773 1

4 N Monster House Cascade $28,786 - $31,985 15 N Man About Town Sinergia $26,837 - $37,346 1

6 3 The Lake House Kinomania $16,780 -

53.4% $193,912 3

7 4 Click Cascade $15,800 -40.8% $303,280 4

8 5 Pirates of the Caribbean: Dead Man's Chest VIN $10,424 -

56.5% $3,124,047 7

9 N Wolf Creek Gemini $9,338 - $13,600 1

10 6 Nikto ne znaet pro seks (Nobody Knows About Sex)

Cent. Part. $8,419 -

57.6% $113,796 3

There was a sense that the Ukrainian film industry is poorly developed, with few Ukrainian films on offer. Where there is material on offer there is a sense that little support is given in terms of promotional distribution. The combination of the two factors leads to low overall viewership of Ukrainian films.

The only Ukrainian films cited were SHOTOLNYA (THE MINE) and THE ORANGE REVOLUTION (released a couple of years ago):

“I don’t know any other Ukrainian films. I’ve only just remembered SHOTOLNYA but I only found out about it from a song by the group ‘XS.”

Kiev2

16-19 YEAR OLD


III) PREFERRED GENRES

The two favoured genres indicated within all 4 Ukrainian groups were action and comedy. Comedies, essentially a shared experience, are liked most because they can remove the viewer from certain realities of life (which is not necessarily unique to the Ukraine) but also because they are simply a fun, entertaining way to spend time with friends:

“Because they don’t stress you out, you just sit and relax. It’s fun...”

Kiev2

16-19 YEAR OLD

“If it’s a comedy it’s boring to laugh on your own, it’s better when everyone is laughing”

Kiev2

20-24 YEAR OLD

Other genres that were noted include; horror, thriller, fiction, fantasy and melodramas.

While comedy was noted as a popular genre, American comedies, despite being popular, were thought to be on the whole, banal (as also cited in Russian groups) and stupid. There was also a distinction with Russian comedies, being considered as more developed:

“The Americans have a different sense of humour. They have light humour, whereas Russian films have gangster humour.”

Kiev2

16-19 YEAR OLD

“American Pie was a good film but sometimes when you’re meant to laugh you just sit there.”

Kiev2

16-19 YEAR OLD


AMERICAN FILM PRODUCT

HITCH

With further regard to American comedies, and as a parallel to the Russian groups, respondents were asked for their response if they had viewed HITCH.

Amongst the respondents who had viewed Hitch, the general reaction was positive. The appeal of Will Smith was acknowledged, yet not mentioned as often as he was during Russian groups. Respondents enjoyed HITCH because it wasn’t a typical American movie as it showed Americans laughing at themselves:

“Because it wasn’t like other American films. The plot was twisted and it was informative and funny. But like in all American comedies, the Americans were laughing at themselves.”

Kiev2

16-19 YEAR OLD

Despite a positive reaction, this discussion did spontaneously evoke negative reaction of American film product in general, with negative comparisons to other national film product:

“French humour is better and more subtle than American”Lviv

2

25-34 YEAR OLD

WHAT IS LIKED BEST ABOUT AMERICAN FILM PRODUCT

Across the board special effects and high quality production were cited as the key elements of good American product and what makes American film product so good. Considering the low level of development in this market, such qualities are not unexpected given the obvious disparity of wealth:

“They are better quality than our films.”Kiev

2

20-24 YEAR OLD

“Better shooting and actors.”Lviv

2

20-24 YEAR OLD

“The special effects attract you.”Lviv

2

25-34 YEAR OLD

There was a suggestion that American films receive such prominence simply because there is so much on release, and that more local product would be preferred if that were more readily available:

“If there were good Russian films we’d go see them”


Kiev2

16-19 YEAR OLD

However American films were also seen as a window into American culture displaying many elements popular with a younger audience:

“Cool cars and hot girls”Lviv

2

20-24 YEAR OLD

DISLIKES ABOUT AMERICAN FILM PRODUCT

The aspects that these Ukrainian group members praised about American films can also be turned upside down and considered also to be strong negatives. Where for some American films tend to be a ‘window into another culture’ others see this as too patriotic and again ‘cool cars’ can be seen as too much materialism:

“They’re all very patriotic.”Lviv

2

25-34 YEAR OLD

“American films are about saving the world, ours are about saving a town.”Kiev

2

20-24 YEAR OLD

American comedies also suffer simply because they are grouped together. In so doing, the themes are homogenised and appear to blend into one another or be too similar.

“Quite often I can guess the ending right away.”Lviv

2

20-24 YEAR OLD

“If you have seen one, you have seen the rest.”Kiev

2

16-19 YEAR OLD

GENERAL THEMES FOUND IN AMERICAN FILMS

The general themes drawn on in American films were perceived to be similar amongst the previous Russian respondents as well as the current Ukrainian respondents. These tended to be: ‘happy endings’, ‘value of money vs. family’, ‘love towards America’, ‘America saves the world’.

“I can draw a parallel – our films are about individual people, about personality, whereas their films are about social values and community.”Kiev

2

20-24 YEAR OLD

“They show family values.”


Kiev2

16-19 YEAR OLD


There was a particularly strong sense that American films were very different from the film product produced in Russia and the Ukraine. In essence it was felt that American film product portrayed an idealised society promoting the success of the American way of life (that may well simply be a fiction). In contrast Russian and Ukrainian films were felt to ‘show life as it really was’, so to speak ‘warts and all’:

“The Americans want to show how well they live, that everything’s great. Our films show what life is really like; they’re more realistic.”Kiev

2

20-24 YEAR OLD

UKRAINIAN OR RUSSIAN DUBS?

Whilst CARS was out in market there was a lot of discussion about the positive attributes of CARS. In particular this focused on the comedic elements highlighted through the use of the Ukrainian language (dubbed version). It was felt that the comedic qualities of the film were optimised through good translation:

“Cartoons in Ukrainian and films in Russian. There are more jokes and I prefer my mother tongue”Kiev

2

16-19 YEAR OLD

Across all the groups (again due to CARS being in market at the time) animation was definitely favoured to be dubbed in Ukrainian but most of the respondents cited that they would prefer to continue to see American films in Russian dubs due to the poor quality of translation still taking place in Ukraine.

PIRATES OF THE CARIBBEAN 2 was cited as good attempt at Ukraine translation but some felt that the translation was still not that great due to nuisances in the language. On the other hand CARS was cited as a good translation due to “urbanisation” of the language – incorporating local intonations and expressions into the translation:

“They showed Ukrainian humour well. They chose good Ukraine actors. They carried across their emotions.”Kiev

2

16-19 YEAR OLD

“For example, PIRATES OF THE CARIBBEAN 2’ has slightly stilted language at times. Sometimes you just couldn’t understand what was said.”Lviv

2

25-34 YEAR OLD

“It’s very important for developing culture. When they said that CARS would be shown in Ukrainian, it caused such a stir.”Kiev

2

16-19 YEAR OLD


PR AND PROMOTIONAL TOURS IN RUSSIAINTEREST IN TALENT COMING TO UKRAINE

There tended to be a great deal of pessimism when discussing talent tours to the Ukraine, with group members finding it unrealistic to expect American or other key talent to actually travel to the Ukraine to promote a film. This was based on the sentiment that no one cares enough about Ukraine to bring in talent:

“It’s just no one brings them.”Kiev

2

20-24 YEAR OLD

“because actors don’t usually come to Ukraine.”Kiev

2

20-24 YEAR OLD

There is obvious potential with PR tours, and at this stage there is good potential for national PR coverage from big name actors going to the Ukraine. At this stage it appears only actors with national connections have come to the Ukraine, or those from Russia:

“the whole of Ukraine was talking about it (Mila Jovovich). Everyone knew she was there”Kiev

2

16-19 YEAR OLD

“Even that a director comes to Ukraine is already great.”Kiev

2

16-19 YEAR OLD

“Russian ones come from time to time.”Kiev

2

16-19 YEAR OLD

Actionable point: if Russian films are co-produced we would encourage Sony to support the release in Ukraine with a key talent member promoting the film in Kiev and another city in Ukraine

RUSSIAN FILMS SEEN IN UKRAINE

There was a good selection of Russian films seen by the respondents throughout. The most recent films seen were BUTTERFLY KISS (Potselu Babochiki) and STORM GATES (Grozovie Vortoa). There was a sense of optimism about the newer Russian film directors and producers providing a higher quality of film making:

“They’ve started making better quality ones now.”Kiev

2

16-19 YEAR OLD

“The directors are becoming world class.”Kiev

2

16-19 YEAR OLD

“The soundtracks are better now.”Kiev

2

16-19 YEAR OLD


RUSSIAN FILM THEMES

When asked about Russian themes similarities popped up across all the groups. There were varying comments about the perception of Russian films in Ukraine and views differed across the groups from liking the newer Russian films (due to special effects) to not liking Russian films for various reasons such as their being too depressing or involving too many common themes of criminality and corruption. Overall the key themes include: gangsters, violence, crime, friendship, friendship in criminal situations, and Russian patriotism:

“Russian films are closer to real life.”Kiev

2

20-24 YEAR OLD

“Our films are a lot more real than American films.”Kiev

2

20-24 YEAR OLD

“I didn’t like Zhest. I think its ruined Russian cinema for a long time. What sort of person do you have to be to watch that?”Kiev

2

20-24 YEAR OLD

DIFFERENCE BETWEEN RUSSIAN AND UKRAINIAN FILMS

IMPORTANCE OF FILMS BEING DUBBED IN UKRAINIAN

There was a sense of patriotism and necessity to promote Ukrainian language wherever possible however there was also a sentiment expressed (more in the groups in Western Ukraine where Ukrainian language is more prevalent) that the current translations and dubbings are inferior so it is better to leave in Russian or just simply subtitle:

“I speak both Russian and Ukrainian but I don’t like Ukrainian translations.”Lviv

2

25-34 YEAR OLD

“It would be better to have subtitles than voice over.”Lviv

2

25-34 YEAR OLD

There is a sense that there is a lack of money and resources to initiate and streamline good Ukrainian dubbings. There is also a sense that everyone is used to Russian translations so the Ukrainian media and film distributors are placid about introducing more films into Ukrainian language:

“I love Ukraine, I love the Ukrainian language and even though I speak Russian, I still love Ukrainian and the culture more.”Kiev

2

16-19 YEAR OLD

“The only disadvantage is that no ones used to it. We’re used to everyone speaking Russian on TV.”Kiev

2

20-24 YEAR OLD


“Apart from the actors, the translation itself has to be good.”Lviv

2

25-34 YEAR OLD

Overall there was a sense of empathy from most of the respondents who conveyed that if the Ukraine film industry had more finances or backing there would be better quality films and dubbings:

“there aren’t any Ukrainian films to compare with Russian films.”Kiev

2

20-24 YEAR OLD

“Maybe into Russian, but the Ukrainian translation is still too poor, it should be improved.”Lviv

2

20-24 YEAR OLD

WHAT MAKES UKRAINIAN DUBBINGS GOOD?There were various points made about what makes a good Ukrainian dub. As mentioned previously with the CARS example infusing humour as intonated into the language has been widely appreciated by the audience and obviously presents an opportunity for future films.

Additional elements held to be key include; the choice of good local actors/talent to voice, lack of strong accent, good diction, utilisation of many voices (actors) in translation, translation matching the picture and overall conveying emotion and sentiment in local language:

“Yes, without an accent.”Kiev

2

20-24 YEAR OLD

“also, we don’t’ swear as often in Ukrainian.”Kiev

2

20-24 YEAR OLD

“So you get the stereotype that only farmers speak Ukrainian. It would be good if the dubbing was eloquent.”Kiev

2

20-24 YEAR OLD

US CO-PRODUCTIONS IN UKRAINE AND RUSSIA

UkraineThere was a sceptical view on Ukrainian co-productions with US companies, although a couple of respondents r favourably to the idea. It was also noted that the Ukraine could learn film making skills from such co-productions or projects and help improve their own film industry:

“well we could always have a look at how they work together and at the quality of the film.”Kiev

2

16-19 YEAR OLD


“It would depend on the genre for a Russian-American film but for a Ukrainian joint film it wouldn’t matter as long as it’s joint.”Kiev

2

16-19 YEAR OLD

“I’d like to learn how they’re shot and created.”Lviv

2

20-24 YEAR OLD

Russia

Russian co-productions were accepted and the idea is not new as the respondents have seen various films in Ukraine that are Russian co-productions:

“A new film is coming out soon where Gosha Kutsenko will play with Angelina Jolie. He’s even had to take dancing lessons.”Kiev

2

20-24 YEAR OLD

“Of course, it would be good to see more Ukrainian actors (in Russian co-productions)”Kiev

2

20-24 YEAR OLD

SUCCESS OF NIGHT WATCH AND DAY WATCH

Around one in three of the group members had seen NIGHT WATCH and DAY WATCH. The advertising campaign in Ukraine was widely recalled and was felt to be a major prompt of attendance.

The special effects, word of mouth and a salient advertising campaign particularly sold the audience on the film’s unique storyline:

“It’s an unusual genre. It’s sort of fantasy, like Harry Potter’s popular but instead of for children it was for adults.”Kiev

2

20-24 YEAR OLD

“The advert with good special effects.”Lviv

2

20-24 YEAR OLD


PIRACY - LICENSED VS. UNLICENSED FILM PRODUCTS

Whilst piracy is attempted to be curbed in many of the CIS territories, Ukraine has seen a decline in music piracy over the past year. However, the piracy with film discs is still rampant and statistical data on the loss of home entertainment revenue is still uncertain.

Ukraine was excluded from Top-10 problem countriesInternational Federation of Phonographic Industry (IFPI) excluded Ukraine from the list of Top-10 countries where pirates copy and distribute foreign music on a huge scale. Experts confirm that the situation with the level of piracy in the country is improving, but the essential progress in this sphere is not expected in near future.(The Coalition of Intellectual Property Rights, Ekonomicheskie izvestia, August 08, 2006)

Ukraine is the Blackbeard of copyright violators: The United States on Thursday issued its annual list of countries with the worst record of protecting copyright material and other intellectual property, again identifying Ukraine as the worst culprit. [worse than the 98% music CD piracy rate of Peru?]

The U.S. Trade Representative's Office said $75 million in U.S. sanctions on Ukraine would remain in effect because of that country's failure to adopt and enforce adequate protections against the illegal copying of optical media products such as music CDs, movie DVDs and computer software.

The sanctions were first imposed in January 2002.

Protection of intellectual property rights is an increasingly important component of U.S. trade policy.

The International Intellectual Property Alliance, a consortium of publishing, film, software and recording industry groups, estimates that global piracy costs U.S. copyright industries more than $22 billion annually.

The 50 countries listed in the USTR annual report accounted for $9.8 billion of those annual losses, the group said.

"Open markets and rules that guarantee the protection of intellectual property are critical to the continued health of the creative sectors of our economy," U.S. Trade Representative Robert Zoellick said in a statement.

....Ukraine was the only country put on the Priority Foreign Country list, the most serious designation.

Trademark Counterfeiting, Product Piracy, and the Billion Dollar Threat to the U.S. Economy (Hardcover) by Paul R. Paradise © 1999

The view on piracy in the Ukraine is very similar to what we saw in Russia, if not on a slightly worse scale. There was a general apathy that piracy is a crime or should be a crime:

“Everything is legal in our country.”Kiev

2

20-24 YEAR OLD


Piracy is felt it be a sensible economic alternative considering the impoverished nature of much of the nation. It appears to be a ‘no-brainer’ between the choice of purchasing one cinema ticket vs. one pirated DVD which contains 8, 10 or 12 movies.

Pirated DVDs are easily purchased on streets, subways, shops, markets, undergrounds, public transport spots. What particularly differentiated the piracy distribution in this study was the use of the internet with access to movies online or through shared servers (sometimes even through work).

Quality was the most cited and consistent theme throughout when it came to motivating factors for and against pirated copies:

“Licensed copies are better quality but more expensive.”Lviv

2

20-24 YEAR OLD

All respondents said they would not purchase a licensed DVD if they had already purchased a pirated copy.The only exception was if it was a must to add to their collection and if the pirated copy was so bad in quality:

“Only if the quality is really bad.”Lviv

2

25-34 YEAR OLD

“and if you’ve already got it, why do you need another?”

Lviv 2

25-34 YEAR OLD

A key learning from the Ukraine on the pros and cons of purchasing pirate discs was that there was less consideration that piracy is wrong, bad or that money is going to criminals (it had to be prompted). There was less concern about the criminality behind the practice; rather the issue was more an issue of price and quality.

There was also one group respondent who noted they can even order pirated copies through mail order.Empirical research showed in Kiev a street promotion where cards were handed out promoting a key online site for buying and renting pirated DVDs. It was also interesting to learn that there are certain markets/stalls that will encourage exchange programs on pirated discs.

LICENSED DVDS – PROS & CONS

PROS CONS

Quality both sound & picture were cited Better availability of rare or hard to find

DVDs Better availability in-store DVD extras

More expensive Might still be a pirate copy (most cited) Farther to purchase them at licensed

stores


Money back options if DVD is not good Having a film that is dubbed

Licensed stores do not exist near areas of residence or shopping


DOWNLOADING FILMS– PROS & CONS

PROS CONS

They are free They are easy to upload and download Low quality

You have to have an internet connection

They take a while to download and thus risking being disconnected

Unlike the Russian study, internet downloading was cited in 2 of the 4 groups. There was mention of an exchange site where people can upload and share pirated movies (doza.ua):

“You just ask for a certain film and they upload it.”Kiev

2

20-24 YEAR OLD

BUYING UNLICENSED DVDS – PROS & CONS

PROS CONS

The Price Earlier release than licensed copies Satisfy desire to see before theatrical

release Opportunity to review film before

seeing in cinema Several movies on one disc Ability to swap films with friends Availability of otherwise unavailable

product (older Russian films) To discuss with friends before seeing in

cinema An aversion to going to cinema Convenience of buying in a subway vs.

going out of the way to a store Quality can be high (in particular after

theatrical release) Available everywhere – kiosks,

subways, stores Many people can watch it instead of

purchasing one ticket to the cinema Possibly motivating factor to see film

in-cinema (if they enjoy the film at home they will then purchase ticket to see in cinema)

Low quality – risk of ruining hardware (PC or DVD)

They take a while to download and thus risking being disconnected

Poor dubbing and translation No extras Risk of wrong disc or none at all in box


“You want to watch it as soon as possible, before everyone else even if the quality’s bad.”Kiev

2

20-24 YEAR OLD

“You only get one film on a licensed disc, whereas on a pirated one you can get 6-9 films.”Lviv 2

25-34 YEAR OLD

It was very clear that the attributes of pirated discs were a negative factor but cost and scale of economy always outweighed quality.

DVD penetrationGroup 1: 7 out of 8 respondents owned a DVD player at homeGroup 2: 7 out of 8 respondents owned a DVD player at homeGroup 3: 4 out of 8 respondents owned a DVD player at homeGroup 4: 8 out of 8 respondents owned a DVD player at home

VHS players seemed obsolete or if there was one at home it was not used anymore by the respondents

DVD purchasing (licensed)Mostly foreign films being American and European film product were purchase

Average cost of licensed DVDs ranged from 25-60 Hryvnia ($5-$12 USD) across the groups(On average)

DVD RELEASE WINDOW FROM THEATRICAL TO DVD MARKET

Respondents were not certain of the length of time from theatrical to DVD release but they were more confident knowing that the pirates would always have a copy of the film a week or two weeks after theatrical release:

“They come out sooner.”Kiev

2

16-19 YEAR OLD

“Pirated copies come out a lot sooner.”Kiev

2

20-24 YEAR OLD

“The interest towards the film is lost.”Kiev

2

20-24 YEAR OLD

“In fact they often show films in the cinema that are already being sold. For example at the moment they are advertising the Descent and I saw it six months ago. It’s the same with Phone Booth.”Kiev

2

20-24 YEAR OLD


PIRACY SOLUTIONS

Solutions to piracy are viewed sceptically as there are other greater problems in Ukraine at the moment.The bottom line is that there is no easy solution. The cost of the licensed product is often cited as a cause of piracy, and hence is also seen as a solution. The findings from Russia are mirrored in the Ukraine with the two strongest areas driving solutions cited as price, dating and legislative (and punishment) crackdown:

“If they lower the prices of licensed discs then we’ll buy them.”Lviv

2

25-34 YEAR OLD

Overall piracy is viewed as just another facet of accessing entertainment – neither good nor bad.It just is:

“we don’t’ see anything criminal in it.”Kiev

2

20-24 YEAR OLD

It does appear that with the current economic pressures in this economy there is unlikely to be a strong consumer movement against pirated DVDs. The difference in quality is not so marked, therefore piracy solutions will need to come in the form of restricting copying technology or legal crackdowns from the authorities. The former is difficult to establish quickly, while there is a sense that the latter is unlikely in the current climate.


NEW MEDIA

Top online consumer site categories in the UkraineSource: http://www.uashops.com/top.php

PRODUCT CATEGORY point 1. Photo and Electronics 7,30

2. Mobile phones, PC, Electronics 7,15

3. Mobile phones, Photo, Electronics 5,93

4. Electronics 5,79

5. Electronics 5,72

6. Home Electronics 5,53

7. PC, Accessories 5,46

8. TV Video 5,42

9. Mobile phones 5,36

10. Sport goods 5,31


12. Digital Photo 5,23

13. Soft Films Music CD/DVD 5,22

14. Online supermarket 5,05

15. Needlework goods 5,01

16. Sex shop 4,66

17. PC literature 4,57

18. Electronics 4,49

19. Mobile phones 4,40


Again, following older sister Russia, new media plays an integral part to engagement and media awareness and will soon play an even bigger role in Ukraine based on recent mobile and consumer good statistics.

New media devices are one of the fastest moving commodities in Ukraine. As in Russia, all respondents stated they always take their phone with them to the cinema. Most people turn off their phone when going into cinemas or turn it on to “vibro-ring” (silent) so as not to disturb other cinema-goers but it is rarely ever turned off completely.


Most phones are primarily used for verbal communication and SMS but other application uses were cited most notably, MP3, radio and MMS/Camera functions.

Other applications cited were were: Radio MP3 player SMS (text messaging) MMS (photo messaging) Bluetooth downloading books games ringtones (both receiving and forwarding on to friends) to learn something new internet access GRPS WAP

“I’ve basically got everything on my phone.”Kiev

2

20-24 YEAR OLD

“I want (my phone) to be more developed so you can watch films on your phone. That would be cool.”Kiev

2

20-24 YEAR OLD

INTERNET USAGE

YEAR UsersPopulation % Pop.

Usage Source

2000 20049,084,600 0,40% ITU

20055,278,100

46,231,759 11,40% C+I+A

Like Russia, Ukraine is still growing in terms of landline distribution, considering that it was created in a Soviet era infrastructure of communication.

The Internet is widely used where available but the cost is still a prohibitor or limiting factor to access and amount of usage. Most group participants use the internet for personal use as well as work and mainly use search engines to search for film information. However there was no mention of active use of wap or GRPS connections for downloading or accessing emails through phones. Bluetooth applications were received positively and in particular by the younger group members:

“Google, it’s the biggest search engine.”Kiev

2

20-24 YEAR OLD


http://www.c-i-a.com/

Ukraine Search Engines and Directories http://www.searchenginecolossus.com/Ukraine.html

AY! UkrainskiThe most complete Ukrainian search engine! (Dnipropetrovs'k, Dnipropetrovs'ka oblast)

AY! RusskijThe most complete Ukrainian search engine! (Dnipropetrovs'k, Dnipropetrovs'ka oblast)

BRAMA Ukrainski Gateway to Ukraine! (Rutherford, New Jersey, Spoluceni Štaty)

BRAMA Gateway to Ukraine! (Rutherford, New Jersey, United States)

GOOGLE UkrainskiGain access to Ukraine's websites and Google's general database! [spider] (Mountainview, California, Spoluceni Štaty)

GOOGLE RusskijGain access to Ukraine's websites, Russian language sites, and Google's general database! [spider] (Mountainview, California, Sojedinjonnyje Štaty)

KHAR'KOV PORTAL Russkij Portal to the City of Khar'kov! (Kharkiv, Kharkivs'ka oblast)

MAVICA NET UkrainskiA multilingual catalogue of worldwide internet resources which is edited by browsers themselves - volunteer editors! (Moskva, Moskovskaja oblast, Rosija)

META Ukrainski Ukraine internet resources! (Kharkiv, Kharkivs'ka oblast)

META Russkij Ukraine internet resources! (Kharkiv, Kharkivs'ka oblast)

META Ukraine internet resources! (Kharkiv, Kharkivs'ka oblast)

ODP UkrainskiOpen Directory Project's Ukraine search! (Mountain View, California, Spoluceni Štaty)

ODP RusskijOpen Directory Project's RUSSIAN LANGUAGE Ukraine search! (Mountain View, California, Sojedinjonnyje Štaty)

ODP Open Directory Project's Ukraine search! (Mountain View, California, United States)

ODP DeutschOpen Directory Project's GERMAN LANGUAGE Ukraine search! (Mountain View, Kalifornien, Vereinigte Staaten)


http://dmoz.org/World/Deutsch/Regional/Europa/Ukraine/

http://dmoz.org/Regional/Europe/Ukraine/

http://dmoz.org/World/Russian/%D0%A1%D1%82%D1%80%D0%B0%D0%BD%D1%8B_%D0%B8_%D1%80%D0%B5%D0%B3%D0%B8%D0%BE%D0%BD%D1%8B/%D0%95%D0%B2%D1%80%D0%BE%D0%BF%D0%B0/%D0%A3%D0%BA%D1%80%D0%B0%D0%B8%D0%BD%D0%B0/

http://dmoz.org/World/Ukrainian/%D0%9A%D1%80%D0%B0%D1%97%D0%BD%D0%B8_%D1%82%D0%B0_%D1%80%D0%B5%D2%91%D1%96%D0%BE%D0%BD%D0%B8/%D0%84%D0%B2%D1%80%D0%BE%D0%BF%D0%B0/%D0%A3%D0%BA%D1%80%D0%B0%D1%97%D0%BD%D0%B0/

http://meta-ukraine.com/defeng.asp

http://meta-ukraine.com/default.asp

http://meta-ukraine.com/defukr.asp

http://www.mavicanet.com/directory/ukr/

http://www.portal.kharkov.ua/

http://www.google.com.ua/ru

http://www.google.com.ua/uk

http://www.brama.com/

http://www.brama.com/ukr.html

http://www.ay.com.ua/index_rus.php

http://www.ay.com.ua/

ODP FrançaisSites web EN FRANÇAISE au sujet de l'Ukraine! (Mountain View, Californie, États-Unis)

SOVA [spider]

UA PORTAL Ukrainski (Kiev, Kyyivs'ka oblast)

UA PORTAL Russkij (Kiev, Kyyivs'ka oblast)

UKRANIA The Ukraine portal! (Haarlem, Noord Holland, Netherlands)

WAY2FINDSearchable directory of quality selected sites organized by subject! [clean index] (Zaporizhzhya, Zaporiz'ka oblast)

YAHOO! Ukraine search directory! (Sunnyvale, California, United States)


http://dir.yahoo.com/Regional/Countries/Ukraine/

http://www.way2find.net/dir/

http://www.ukrania.com/links/index.shtml

http://www.uaportal.com/

http://www.uaportal.com/ukr/index.html

http://www.sova.com.ua/

http://dmoz.org/World/Fran%C3%A7ais/R%C3%A9gional/Europe/Ukraine/

MARKETING AND 3RD PARTY PROMOTIONS

The difference between product placement and 3rd party promotions and tie-ins were briefly explained in the Ukraine groups (unlike Russia where there was some confusion).

There was recall of certain promotions and activities around tie-ins mainly around current films such as CARS and PIRATES that were in market at the time of this study.

Local product promotions are widely supported and would be the preferred tie-in partner, even compared to a Russian product.

Several good examples were cited as strong or memorable promotions, such as:

McDonalds and CARS Happy Meals© M&Ms and PIRATES OF THE CARIBBEAN (cited several times) MADAGASCAR & Lux (local brand crisp) Nestle cereal and CHRONICLES OF NARNIA Fanta Coke BRUCE ALMIGHTY and a car promotion PIRATES OF THE CARIBBEAN and Visa (cash points) Various vodkas Cigarettes (various brands)

There is an understanding of product placement in both American and Russian films. Films from Russia with larger budgets being particularly noted for increased use of product placements. Our participants felt that product placement had more of a media impact on the connection between the brand and the film and outdoor advertising (3rd party ATL support) did little to influence purchasing behaviour toward that brand or product being co-promoted.

Promotion premiums in cereals and crisps were motivating factors for purchase on certain occasions with chewing gum with stickers (small premium) for collectibility also being noted.

The strongest difference between Russia and Ukraine is the loyalty of brands and supporting local product.Given a choice most respondents would choose the local Ukrainian brand vs. a Russian or International brand.

There was also a strong indication that if there were various promotional tie-ins with an American or foreign film that a Ukrainian local product would be the favoured product tie-in even if the film is American:

“If it’s a good product, why not?”Kiev

2

16-19 YEAR OLD

“It would be great if they got such a deal.”Kiev

2

20-24 YEAR OLD

“(I would buy) just because it is Ukrainian.”Lviv

2

20-24 YEAR OLD


ACTIONABLE POINTSThe action points arising from this study are similar to the Russian action points, but with some small cultural differences reflecting Ukraine language, life and economy.

GENERAL CINEMA EXPERIENCE Create and/or promote more café environments within cinema Create seasonal 3rd party promotions or events with concessions – e.g. coffee during

winter / beer during summer Create mobile experiences or engagement (WiFi, Bluetooth – no cost to consumer) Address seasonal concessions for Ukrainian cinema-goers

CINEMA CONCESSIONS Provide a wider selection of snacks and drinks Promote Ukrainian local products or add Ukrainian local products to the offering Create 3rd party promotions with local Ukrainian products where possible – in

particular in Kiev Provide a choice (possibly include healthier snacks where possible) Encourage cinema-goers to be mindful and respectful of other cinema-goers when

eating snacks

COST OF GOING TO CINEMA Provide incentives for students during school breaks Promote cinema-going voucher cards or “cinema/movie days” for avid cinema goers

(in particular in areas outside of Kiev)

ADVERTISTING & MEDIA EXPOSURE Create longer TV spots where possible Create TV spots using good translation when airing on Ukrainian TV channels or

programs Create and /or provide TV specials such as film advertorials Offer more content to printed press – magazines & newspapers locally Promote Russian talent as well as American talent where possible including premieres

in Ukraine Empower local office /media agency to create more exclusive deals with local search

engines and websites Decline on global exclusivity deals with Yahoo, MSN, etc. the exception being Google

for Ukraine Provide more exclusive (local when possible) material for online and digital

FILM TASTES Thriller, action, fantasy, epic and big event films deliver However, there is clearly a lack of good Romcoms for Ukraine & Russian audiences Local production to reflect current issues of Ukraine

AMERICAN FILMS Less “banal” US comedies (American Pie, John Tucker Must Die, etc.) More US comedies with heart (eg Hitch) More US comedies /films with favourite actors (Jim Carrey, Bruce Willis, Will Smith)

PROMOTING AMERICAN FILMS IN UKRAINE Do pay attention to localisation from dubbing talent to all printed materials (including

talent names) Do use good dubbing talent for both live action and animated films Do pay attention to language when translating – where possible use “local” or “slang”

Ukrainian language – in particular for animated films


Do pay attention to “Ukrainisation” of Russian films

RUSSIAN FILMS Continue where possible to promote Russian talent throughout Ukraine – extend PR

tours to other major cities in Ukraine besides Kiev Utilise Ukrainian talent where possible and promote both in Russia and Ukraine

HOME ENTERTAINMENT – DVD PURCHASING (LICENSED) Promote quality, sound and bonus features more Offer 3rd party promotional incentives for purchase Offer free promotional goods with purchase Improve selection of back catalogue (in particular Russian films) Create and promote more channels for purchasing licensed DVDs through retail,

direct mail and online

PIRACY Equate pricing licensed DVDs to unlicensed DVDs Offer more content, free promotional goods with purchase of licensed DVDs Release licensed DVDs sooner

NEW MEDIA & TECHNOLOGY (MOBILE, INTERNET) Create more local 3rd party promotions with mobile networks and mobile handsets Provide free content via mobile to promote films Focus on localisation rather than global or pan-European deals that could possibly

hinder local brand empowerment and spend

PROMOTIONS & MARKETING Empower local office to create 3-5 key 3rd party promotions or media promotions

using local brands or services Offer exclusive or specially created Russian language content for media and 3rd party

promotional opportunities Focus on seasonal brands such as drinks, foods, clothing and outdoor activities where

appropriate


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