The quota on cinema, or Surgery with an axe
to cinemas can be made In the near future to give to domestic cinema of 24 % of screen time.
this week the Russian cinema public was fairly excited by the offer of Ministry of economic development and trade on introduction of quotas on display of domestic cinema at cinemas. In the near future to cinemas can be made to give to domestic cinema of 24 % of screen time. Thus authors of the project hope to stop an obvious trend of decrease in a share of domestic films (16 % following the results of 2011) in the general cash gathering.
In my opinion to solve problems of the Russian cinema compulsory kvotirovaniem approximately it is so effective how to make surgical intervention by means of an axe. That is objects in view, at least partially, it is possible to achieve, but harm from similar operation will be much more, than advantage. Besides, it is necessary to ask a question: Whether it is possible to solve in general problems of the Russian cinema fast administratively - surgical intervention or character of these problems demands long and patient treatment?
Supporters kvotirovanija explain necessity of protection of the domestic film manufacturer a leading position in the market of the Russian branches of the largest Hollywood studios, so-called majors. The situation when all most commercially strong films are in hands of four - five players, really leads to market quasimonopolization. Majors, using the leading position, have possibility to dictate to networks and cinemas of a condition of game: to put in mnogozalnye cinemas on three - four copies of the same film, to give extra to indisputable hits films - serednjachki. All it, according to lobbyists of offered system, leads to that simply does not get to the Russian cinema of a place on screens and only kvotirovanie will force greedy Hollywood studios to moderate the appetites.
But this decision lying on a surface is deceptive, kontrproduktivno and is destructive not only for the growing Russian market of film service, but also for cultural space of the country as a whole.
In itself introduction of quotas will not make the Hollywood majors less aggressive. On the contrary, at artificial reduction of a share of foreign cinema control of the largest players of the market over the Russian screens becomes even more rigid. Will suffer as a result independent prokatchiki, the films bringing to Russia focused on nishevuju, that is more mature and intelligent audience, distributors of the European, Asian and other not Hollywood cinema. Share of author`s, festival films in the Russian hire (and so absolutely small) it will considerably be reduced — in new “ bipolar “ to system for them simply there will be no place. That is, instead of promoting cultural variety of the film service, the offered system will lead only bolshemu to domination of the Hollywood studios.
But and what in that case will occur to the Russian cinema? Whether it will blossom in new conditions magnificent colour? In my opinion, it will lead to two opposite tendencies. Obviously, in due course domestic commercial films becomes slightly more — as the Russian branches of majors are interested in it also. Almost any Hollywood studio - the major has no enough content to close all annual repertoire, and on foreign rankah all of them willingly work with a local product. We observe it now in Russia: The majority of domestic rolling hits are issued in hire by such companies, as Universal, Fox, Sony, or the companies “ Karo “ and “ Tsentral Partnership “ representing interests Warner Brothers and Paramaunt (one this circumstance already does the concept of rigid opposition of the Russian and American cinema enough doubtful). It is clear that any of these players - leaders will not disregard sector of the market carefully cleared away for them.
As to manufacturers of a serious art film and directors of the senior generation (namely their voices are audible most loudly in chorus demanding kvotirovanija) their benefit remains purely illusory. They or will find out that released from “ dominations of Americans “ halls are occupied new “ Russian blockbusters “ prokatyvaemymi (or even made) all the same American studios, or will receive the portion from a quota basically in the form of morning, day or deeply night sessions.
Cinemas — these are the private commercial organisations working in rigid market conditions. Both at kvotirovanii, and at its absence the most visited sessions will be given the most popular films — not very well, domestic or foreign, therefore “ 24 % of screen time “ at all do not mean “ 24 % of cash gathering “. Thus, result of state intervention will be only that one participants of the market will get some artificial advantage over others.
it is obvious, commands Comedy Club and “ Ours of Rush “ and also director Sarik Adreasjan will remove hardly more films of type “ destiny Eggs “ and “ Pregnant “. But the effect of offered measures for that cinema which it is not a shame to name a part of national culture, will be at the best marginal, and the worst — the negative. As a result very soon we will hear new complaints of cinematographers on “ domination of inspirituality and consumer goods “ and requirements even more to increase the Russian quota at cinemas.
If the state is really anxious by destiny of a national cinema the way to its success lies not through badly thought over administrative measures, and through the long and laborious work directed on increase of its quality, through perfection of system of financing of film production and improvement of quality of vocational training, development of system of support of hire socially and cultural significant cinema.
to the General development of the market and growth of its variety could promote and antimonopoly measures, for example on the French sample where the quantity of halls and the sessions given under one film in mnogozalnyh cinemas is legislatively limited. In general, careful studying of experience of the European countries with a high share of national cinema in hire &mdash could render the big help in it; such as France, Italy, Sweden. Interesting, in one of these countries, contrary to a popular belief, there is system kvotirovanija no film service. Others there operate — much more thin and productive mechanisms.