Ukraine
prepared for
project details
Recruitment Method:
/ Face to faceLocation:
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 16-19
Group 2: Mixed gender 20-24
Lviv (Western Ukraine) 8 August 2006:
Group 3: Mixed gender 20-24
Group 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
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 Monday8thAugustthe 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 languageit 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 people
Capital:Kiev
Key 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 UKRAINEinterests 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 Ukraineof 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 activitiescentred 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 experiencei) 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 endorsedwithin 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 visitswas the choice of film product available. It was apparent in the smaller and less cosmopolitancity 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.”Kiev / 2
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.”Kiev / 2
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.”Kiev / 2
16-19 YEAR OLD
“Kinoplats is in the centre, closer to the core and I may go there more often.”
Lviv / 2
20-24 YEAR OLD
It is also important to note here that it is only in Kievthat 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.”Lviv / 2
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.”Lviv / 2
25-34 YEAR OLD
“Well if you have time before the film starts, you may play billiard.”
Lviv / 2
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.”Kiev / 2
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.”Kiev / 2
16-19 YEAR OLD
The older respondent group membersalso 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”Lviv / 2
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.”Lviv / 2
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.”Lviv / 2
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. Ukrainereleases 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.”Kiev / 2
20-24 YEAR OLD
“Sometimes there is nothing to watch for two weeks”
Lviv / 2
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.”
Lviv / 2
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.”Lviv / 2
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: