ROSKINO will become the single operator for the promotion of Russian film industry abroad. The forms of support and the events will be very diverse. The organization will observe the development of the market and the economic situation in developed countries and choose the possible format of the events. This was announced by the Minister of Culture of the Russian Federation Olga Lyubimova during her visit to the company, noting that ROSKINO actually played this role in 2020, comprehensively representing the Russian industry in all segments abroad.

Representatives of the Russian film industry applied for such an initiative in August 2019. According to them, it was necessary to establish a centralized work in the international space and create a national operator to promote the brand of the Russian content industry.

During the visit, the Minister was told about the best practices for promoting domestic content in other countries and the company's work in this direction.

In 2020, ROSKINO was able to establish effective systematic work with the international industrial community (buyers and content distributors) despite all the challenges associated with the pandemic. At the same time, the company also began work on uniting all types of content and their producers under a single brand in the local market - movies, TV series, animation, documentary films, co-production.

The first example of such an association was the Key Buyers Event: Digital Edition forum, one of the objectives of which was to increase the transparency of the Russian market for international partners. It brought together over 600 representatives of international companies from 70 countries online, with a total of 1.400 accredited participants. The multifunctional platform made it possible to post about 150 hours of content (materials on 300 Russian projects), show the main projects in streaming mode, and schedule online meetings.

The CEO of ROSKINO Evgenia Markova said that starting with Key Buyers Event in spring 2020, the company took over the functions of an entity representing the Russian content industry and its brand abroad despite all the circumstances. A lot has been done: in the field of working with B2B audiences in different countries, with foreign press, in working with viewers (B2C thanks to Online Movie Weeks) and in international markets, where ROSKINO tried to focus on Russia whenever possible (Industry@Tallinn & Baltic Event) or to comprehensively present the industry for the first time (Content London). She also noted the high importance of human resource personnel training.

The company became the organizer and conductor of educational initiatives with the aim of further improving the quality of Russian content and its competitiveness in international markets.

In particular, together with the Ministry of Culture of the Russian Federation and European Audiovisual Entrepreneurs, an educational program on co-production for Russian producers EAVE ON DEMAND IN RUSSIA was organized. The main goal in this direction is to create a professional network of film producers from Russia/CIS and the countries of the European Union.

In addition, Olga Lyubimova and Evgenia Markova discussed the first results of the joint project Russian Film Festival, which launched this year. Its main task was to introduce the international audience to different segments of Russian content. This is an important project for the B2C audience - the end consumer in different markets - with the aim of attracting the attention of local viewers to Russian cinema, and this initiative is very successful. Online Russian film festivals are held on VOD platforms in Australia, Mexico, Spain and Brazil from November 9 to December 30. In Australia, where the festival has already ended, Russian films were watched by almost 100 thousand viewers.

The plans for next year are to attract over 20 participating countries for online and offline events.

One of the tasks of the company is also to strengthen the image of the domestic industry as a strong partner in co-production, since this very direction is one of the effective tools for international promotion. This year, ROSKINO initiated the comprehensive participation of Russian content on such large international platforms as Industry@Tallinn & Baltic Event and Сontent Lоndon, a forum for global TV industry professionals working in the field of co-production and TV content production. In addition to presenting projects, panel discussions were organized with the involvement of more than 150 key Russian speakers and industry experts in various fields.