dChan - Q Origins Project Archive

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Sony Files

Ukraine, once part of the USSR, is now an independent country. The Orange Revolutionin 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.