Key Tendencies and Achievements Brand of Ukrainian Cinema after a Full-Scale Russian Invasion

Abstract

The article examines key trends and achievements of the Ukrainian film brand after the full-scale Russian invasion. The realities of promoting the Ukrainian film brand involve festival engagement and representation of Ukrainian perspectives on international platforms. In Ukraine, a unique cinematic brand is actively developing. Each year sees the creation of new initiatives dedicated to promoting Ukrainian cinema, introducing new talents to the industry. Ukrainian cinema reflects values shaped throughout history, such as resilience, independence, innovation, cultural self-identification, and authorship. The research employs problem-solving, systemic, and content analysis methods, along with descriptive, observational, and analytical approaches. Sociological research, expert assessments, and festival monitoring are also utilized. A crucial aspect is identifying the target audience, consisting of diverse groups showing interest in various aspects of the film industry, requiring interaction and adaptation of promotional strategies. Successes in Ukrainian cinema, exemplified by the box office success of films like «Mavka» and «Dovbush,» offer hope for a change in audience perception and the attainment of canonical status. Comprehensive support for Ukrainian cinema in international film institutions and organizations is of utmost importance. The attentive focus and interest in Ukrainian cinema during the 2023 Berlinale indicate a shift in global attitudes. Ukraine successfully utilized the festival platform to showcase its cinema and demonstrate solidarity in the context of Russian aggression. The new image of Ukraine at the Berlinale is marked by a symbolic change in the colors of the Berlinale bear to the colors of the Ukrainian flag. However, state support and effective development mechanisms are necessary to overcome challenges and enhance the influence of Ukrainian cinema on the global stage.