The FINANCIAL — Avatar is the box office film in Georgia out of the films shown at Rustaveli and Amirani Theatres in the 2009/2010 year, followed by Alice in Wonderland, Dream Town (Otsnebis Qalaqi), 2012 and Twilight – New Moon.
The FINANCIAL — Avatar is the box office film in Georgia out of the films shown at Rustaveli and Amirani Theatres in the 2009/2010 year, followed by Alice in Wonderland, Dream Town (Otsnebis Qalaqi), 2012 and Twilight – New Moon.
“Avatar is the leader in sales not only in Georgia but throughout the world. I doubt there will be any film with higher revenues,” said Nika Apriashvili, Marketing Manager at Rustaveli and Amirani Theatres.
Twilight Saga : New Moon managed to generate 30,000 GEL in less than one week in Georgia, the full amount that it actually cost the cinema to buy the screening rights for the film and launch an advertising campaign. The daily number of movie watchers was up to 1,000.
“The average cost of screening the film 2012 was 50,000 GEL,” declared Beka Goshadze, Marketing Director of Rustaveli and Amirani Theatres.
According to Apriashvili the 10 most viewed foreign films in cinemas were: Avatar, Alice in Wonderland, Christmas Carol, Twilight – New Moon and Eclipse, 2012, Sex and the City 2, Iron Man and Alvin and the Chipmunks 2.
“The 3D system installation increased the number of people visiting the cinemas, as it makes it not only a film a whole experience.
The majority of those who visit cinemas like blockbuster type films, consequently those who come to see blockbuster prefer to see them in 3D format,” declared Apriashvili.
Out of the Georgian films Dream Town is the leader, being placed in third position according to the revenues and people seen during the whole season. Out of Georgian films The Other Bank (Gagma Napiri), Street Days, What I Like Most, Idiotokratia and Everything will be OK were also successful.
According to David Imedashvili, the Director of Dream Town, the film generated 460,000 GEL in the three weeks since its release and was seen by an audience of 26,000 people. The initial investment for the film was 410,000 GEL, generating a profit of 50,000 GEL.
The first week’s sales came to approximately 120,000 GEL.
Imedashvili says that approximately 30 companies were involved in sponsoring the films taking, out of which the general sponsors where GLC and MGroup.
“The boom of Georgian films came as there was a precedent of Georgian film success. The directors realized that people prefer enjoyable films more than films about drugs and drug users,” declared Apriashvili.
“Foreign films are more popular than Georgians at present. Visitors go more for the foreign films as each month we bring 4-8 films and Georgians do not have the capacity to show 8 films per month, consequently more people see and visit foreign films rather than Georgian ones.
Moreover, there is a second side, many have been disappointed by and therefore dislike Georgian films and have the attitude that they won’t go to see Georgian films. However there is a high probability that this tendency will change as several Georgian films have been sold,” added Apriashvili.
The screening rights for the films are bought from America, England and Russia.
“Previously we only had communication with Russian distributors, who in turn were the middlemen between us and other distribution companies. Foreigners refused to form contracts with us due to the fact that Georgia is a small market and as a result we bought screening rights through Russia.
At present, the situation has changed and now we get screening rights in part from America, England and Russia,” declared Apriashvili.
Soon cinemas will be offering foreign films translated into the Georgian language or with subtitles.
“Most of the films were in the Russian language, however, a new law states that all films shown in cinemas in the country must be with subtitles otherwise translated into the Georgian language. The choice between this will probably depend on the type of the film. For example if the film is European where dialog is of vital importance, we will definitely be using subtitles, however, if it is transformers 3 for example it will most likely be dubbed,” said Apriashvili.
According to Apriashvili, Rustaveli and Amirani Theatres started translating all films into the Georgian language after the August War, an initiative that failed.
“For business the Russian language was more justifiable that’s why we had films in the Russian language. After the war period, we took the initiative to show films in Georgia, this came from us and was not under demand from the market. We changed the language and failed; people were not satisfied with the translation. Translation needs serious resources which was the reason we then switched back to Russian. We were given a 6 month period before the law was introduced to switch to the structure of again translating films into Georgian,” declared Apriashvili.
According to the law on National Cinematography “By the demonstrator the film (including documentary and animated films) is allowed to be shown only in the primary language, the Georgian State language with either obliged subtitles or duplication.” (Article 5)
The law will in use from the first of January, 2011.
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