Russian film-makers and distributors are struggling to reinvent their productions and markets.

In 2022, Russian filmmakers faced significant challenges as they were effectively shut out from Western markets. With no invitations to major global film festivals and their movies being boycotted, the industry had to find alternative routes to sustain itself. The solution? Look Eastward.

A natural first step was to strengthen ties with India, home to the largest film industry in the world and a long-standing history of cinematic collaboration with Russia. This effort began to take shape at the International Film Festival of India (IFFI) Goa, held at the end of November, where the Russian film industry showcased its new approach.

Roskino, Russia’s state film body, and the Moscow Export Center played a key role, setting up two pavilions at Film Bazaar, South Asia’s largest film market. More than 40 Russian delegates from 14 companies participated, bringing over 30 films, series, and animated features from 10 different Russian companies. This marked a significant step in Russia’s pivot to the East, aiming to tap into India’s vast film market.

One of the most active Russian film companies at the festival was “Central Partnership,” a major distributor of European and Hollywood films in Russia. With Western content no longer accessible since 2022, they turned their focus to Indian films, seeking to bring Indian cinema to Russian audiences. At the same time, Russian film companies were actively looking for distributors to bring their own productions, especially animation, to the Indian market. Over a third of the Russian projects presented at Film Bazaar were animated features.

For example, Soyuzmultfilm, a prominent Russian animation studio, promoted its new animated feature “Chink: Tailed Detective.” Similarly, Platoshka, another Russian animation studio, showcased a musical animated series for toddlers. These projects garnered interest from Indian platforms like Amazon Prime India and the Toonz Media Group, which expressed a desire to collaborate on developing Russian-Indian animated series.

Russian studios also highlighted a diverse range of family-friendly films, comedies, fantasy films, mystical thrillers, and historical dramas. These genres, especially family adventure films and science fiction, resonated well with international streaming services. A Roskino representative noted that films across these categories, along with animation and series, received positive feedback at the festival.

Through these efforts, the Russian film industry aims to forge new paths in the East, creating a bridge between Russian cinema and the dynamic Indian film market while also seeking international recognition in emerging markets.

Old and New Markets: Reviving the Russian-Indian Cinematic Connection

A few decades ago, films starring iconic Indian actor Raj Kapoor were major box office hits in Russia, bringing Indian cinema into the hearts of Russian audiences. Today, the Russian film industry is working to rekindle that connection, aiming to tap into the vast and nostalgic market of Russian moviegoers who fondly remember those days.

Sarfaraz Alam Safu, Roskino’s representative in India and owner of the Indian Films company, believes that Indian stars like Shah Rukh Khan can still find greater success in Russia and other former Soviet countries than they do in the Western market. His optimistic vision is built on the historical affection Russian audiences have for Indian cinema, and he is determined to revive that love in the new age of film exchange.

In early December, Alam Safu’s company collaborated with both Indian and Russian cultural institutions to organize the fifth festival of Indian cinema in Russia. The festival, held in 24 Russian cities including Moscow and St. Petersburg, showcased a rich variety of Indian films. Among the featured films was the classic “Disco Dancer,” one of the most beloved films in Russia. The festival also included Karan Johar’s “My Name is Khan,” which explores themes of Asperger’s syndrome and Islamophobia in post-9/11 America—a film that resonated with Russian audiences.

The festival opened with the action-adventure hit Pushpa. Ascension, directed by Sukumar Banreddy, who attended the event along with the film’s stars and producer Ravi Sankar.

One moviegoer shared with The Moscow Times, “Once upon a time, when the Russian audience was not spoiled by Hollywood films, Indian cinema brightened our everyday life. These films are a different experience… not just passionate songs and dances, but also serious stories that reveal the diversity of Indian culture and life. I have begun to discover this region again.”

This renewed interest in Indian cinema is a significant moment in the Russian film industry’s attempt to revitalize its connection to the East. With a rich history of Indian film influence and growing enthusiasm for new collaborations, the Russian market is embracing Indian cinema once again, making it an exciting new chapter for both industries.

The Russian film industry is increasingly expanding its reach beyond its traditional markets, with significant efforts to tap into new audiences in countries across Asia. In early November 2024, the Russian-Singapore Business Council organized its third Russian Film Week, bringing recent Russian films to Singapore and Malaysia. These screenings featured a diverse range of genres, from the light-hearted comedy Serf to the inspirational sports drama Eleven Silent Men and the emotionally charged melodrama Dear Papa.

Following this, in December, the Russian Film Festival kicked off in Bangkok, showcasing a variety of films, including the animated series Kid E-Cats, a romantic comedy Desperate for Marriage by Sonya Karpunina, the acclaimed drama Bolshoi by Valery Todorovsky, and the gripping horror film Sputnik by Yegor Abramenko. These events illustrate the Russian film industry’s concerted efforts to explore and develop markets in Southeast Asia, focusing on content that resonates with regional audiences.

Meanwhile, back in Russia, a conference held on December 12, 2024, in Moscow gathered key figures from the country’s film industry to discuss its future. Speakers at the conference acknowledged the ongoing challenges and emphasized the potential for complete industry restructuring through co-production partnerships with countries considered “friendly” to Russia. The industry’s recovery and revitalization, however, are expected to take time, with significant progress unlikely before early 2025. Moreover, experts suggested that a full overhaul of Russia’s film distribution networks could take up to five to ten years, signaling that patience and long-term planning will be crucial to the industry’s recovery.

COURTESY: Cinema Of The World

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