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/No problem, no film

No problem, no film

…What if we don’t have any problems?

Our first meeting with a potential customer. No later than on the fifth minute we ask the most important and most risky question: "What is your problem? Why did you decide to make a film?" The customer, of course, gets scared and denies having any problems. Well, maybe there are some minor things, but nothing serious.

Yet, this is a very crucial question, because a film is a unique opportunity to give a proper impression, especially where there are problems with impression. Usually, a company has strong points, which are generally everybody knows about. But there are negative stereotypes as well. The company fights them, and things improve. This is what the film should be about, first and foremost.

Let’s say, for example, there is a company which manufactures equipment for the oil and gas industry. The company has a long history and is popular on the market. Everything is well with it. And yet, what is its problem? After we spend a long time talking to them, we find out that the company has a reputation of being a Soviet-type bureaucratic organization and has some problems with service. An effective film would, naturally, mention the company’s strong points, but, more importantly, it will pay attention to its service-related innovations-of course, with specific examples.

Such a film would be interesting to watch (it is the main principle of writing: overcoming difficulties is what makes a story interesting) and truly helpful. Before you start working on a film, you should find such crucial points and focus on them.

Where there is a problem, that’s where a film is effective the most.

Andrey Skvortsov
CEO, Mercator group

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