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A television show format has found great popularity. The target audience covers mainly low-economic groups of the population - from housewives to pensioners. But advertising on TV still remains effective. And choosing a place to film is important.

Entertainment television channels are finding all kinds of new programs. Among the most popular are documentary style programs. This format is mainly supported by two television channels: STS and TNT, and in recent time ORT has joined them. The most suitable area for filming in this case is shopping-entertainment centers and the center. More often filming takes place in two shopping centers - Atrium on Zemlyanoi Val and Evropeisky on Ploshchad Evropy. Players of the commercial real estate market agree with this. They say there are "two, a maximum of three good locations," adding to the list Ramstor hypermarkets.

It seems there is an ideal situation: the television channel receives a free-of-charge and convenient location for filming, and the shopping complex gets quite good advertising. But in Moscow such cooperation is not developed yet. Representatives of both parties participating in the process, speak about the different reasons for misunderstandings. The television channel can not film everywhere because of technical requirements for lighting, interior and large shopping center locations. On the other hand, the administration of such complexes does not always meet channels halfway and may refuse for filming to take place.

TV Guide

Television channel STS shows the program Take it off immediately! at weekends. Until recently it was presented by Sasha Vertinskaya and Tasha Strogaya. Their task was to completely change the image of the heroine of the program. A large part of the program is choosing new clothes. It shows this in detail. Filming of this part of the show takes place at Evropeisky.

Natalia Karina, chief editor of the program, says initially her team tried filming in different shopping centers, including GUM, and only then decided on Evropeisky. The script calls for filming in shops. And the main activities with the heroine need to be filmed somewhere inside but using just a studio is rather boring, she argues.

They chose Evropeisky not only because of its convenient location. The big assortment of clothes brands also played quite a large role. In Karina's opinion, it is rather difficult to film in separate shops: there are a lot of rearrangements, moving, customers and simply those who are curious. "At the end of the day you simply die," she says. But in Evropeisky it is comfortable, it is easy to collect and arrange technical equipment and the people who are taking part in the filming.

"Shopping centers are constructed, in principle, like small cities, they have absolutely everything: small cafes, live greenery, and playgrounds. We simply walk as if we are on the street and film the conversation of the presenters and heroines," says Karina.

According to her, permission to film is arranged by the director of advertising, who contacts the PR manager of the chosen center. Further decisions are made among themselves or at the top-management level of the shopping center. However, according to Karina, about one and a half years ago, when they addressed the Atrium shopping center requesting to film there, the Atrium asked them to pay for the process. "For one day of shooting they suggested we pay $2,000 or $3,000, I don't remember exactly how much. Therefore we did not film there," says Karina.

And representatives of Evropeisky, according to her, appealed to the program to film it there. Authorization was given free of charge. In Karina's opinion to get permission to film is easy. "I think that representatives of shopping centers who ask for money are not interested in having a film crew at their complex. In asking for money they eliminate undesirable visitors," she argues.

Karina is also sure that the film-making process is interesting to any shopping center from the point of view of advertising. She says that by negotiation, in a period of five seconds, they film and show the entrance of the shopping center and the name of the shop where they choose the clothes for the heroine. Accordingly, viewers see in what place there are certain brands, and can be guided in the planning of their shopping. And in the credits thanks are mentioned to the particular shop where the filming took place, Karina summarizes.

The criteria in choosing is made, first of all, by the convenience of the location, the variety of fashion and footwear brands, and internal space. During filming it is very convenient when all the maximum elements are gathered in one place. In this case it is true, because the film crew also does the program Modnaya Privika with Svetlana Bondarchuk for the Domashni channel.

And in July on the TV channel's Web site there was an announcement that the new season of Take it off it immediately! would have new presenters - supermodel Natalia Stefanenko and managing director of the showroom for fashion designer Denis Simachev, Maria Zheleznyakova. Karina, answering a question for Vedomosti, has confirmed that, despite the change in presenters, the format of the program would remain the same. Filming would also take place in a shopping center.

Television channel TNT adores chat and reality shows. It is almost 100 per cent loaded with them. They include The Ex-Wives Club, Sex with Anfisa Chekhova, Moscow. A Manual, the Comedy Club, Rules of Dating, etc. These programs, except for the Comedy Club, are filmed in shopping and entertainment complexes.

The Comedy Club is filmed in the Golden Palace concert hall. But the decoration of the show makes visitors of the Atrium think that it is filmed there. Everything is very easy to explain: according to Anna Tumanyan, administrative director of Comedy Club, both during filming, and during parties the decoration has the same recognizable format to viewers. Probably, for this reason lots of people associate the Comedy Club brand with the Atrium shopping and entertainment complex. Independent market experts say that it positively influences the image of the complex, giving the consumer positive emotions. And frequently it defines the choice of where to shop from the point of view of the buyer.

Arthur Dzhanibekyan, general director and founder of Comedy Club Production, says that the company does not pay for parties which take place in Atrium. Everything is based on mutually advantageous relations. The Comedy Club gets a good location, Atrium gets recognition and a positive influence on its image. Dzhanibekyan also emphasizes, that it has also had friendly, warm relations with managing company City Property Management. "They were one of the first who believed in us. And the first who offered us a location, that allowed us to reach an absolutely new level and to transform the club party into full-on action," he says.

Maria Nikolskaya, assistant to the general producer at TNT says that the subjects for the "Rules of Dating" project in which presenters Gennady Bachinsky and Sergei Stillavin teach young men how to win the attention of girls, is filmed in Atrium and a Ramstor hypermarket. The Ex-Wives Club project is filmed in "a large shopping center." Part of the program Sex with Anfisa Chekhova is also filmed in Evropeisky shopping and entertainment center. Sometimes the subjects in the program Moscow. A Manual, are filmed in shopping centers. Or more precisely, in specific shops in these centers depending on the subject line.

Choosing a place for filming, according to Nikolskaya, is determined by interiors that are suitable. And the choice of shop depends on the features of the heroine of the program (height, weight, etc.). For this reason larger shopping complexes are more ideal: there will always be a variety of styles and brands of clothes in them. When it is necessary TNT writes a letter certifying that filming of a program is taking place for the channel, she says.

Nikolskaya says the film-making process takes different amounts of time, on average a few hours. However there are also incidents. For example, to save time in filming a stylist may come to the shops in advance, look at the clothes, and select something for the heroine. Then the heroine comes and starts filming. But the heroine does not always agree with the choice of the stylist. Sometimes she may be hysterical saying that it is not her style, that she would never wear the clothes, that the stylist has no taste, etc. The film crew together with the presenter should persuade the heroine that the stylists are professionals, and that onlookers know better. In this case filming can essentially take longer, says Nikolskaya.

When both parties are interested

Oksana Nikolayeva, head of the department of marketing and advertising at City Property Management (the operating company for Atrium shopping center), says that many channels film programs in the Atrium. The program "Rules of dating" has filmed several programs in the complex, the program Moscow. A Manual continually comes to them, etc. And Serebro, according to her, filmed its video clip for the Eurovision song contest 2007 there. Nikolayeva gives the reason for this as that the Atrium is conveniently located and is easy to get to. "The complex has good architectural and design solutions, allowing for "through" filming, and because of the big area the film crew feels comfortable. "We try to co-operate with film crews, and those who have already filmed her, usually come back with repeated requests," she says.

Interestingly, how many investors and future owners of shopping centers develop business plans with filming for TV in mind?

Usually employees of TV channels address the marketing department of City Property Management in written form, explaining for what programs filming will be carried out, and the essence of the plot. Nikolayeva emphasizes that for the image of the Atrium it is important they are worthy. "Experts usually limit the time of filming to two hours. It is done so that the process does not cause any inconveniences to the visitors of the complex. It is also necessary for the film crew to give a list of the equipment and people that will be participating in the filming in advance.

If the TV people and the managing directors of the shopping center agree, the film crew receives permission, valid for the security service of the complex, and the necessary information is given to the technical services of the center. Then the employees of the channel express their desire to film in specific shops, cafes or bowling alley and agree on it directly with the owners of the establishments. But this is only possible after receiving official permission from City Property Management.

Oksana Nikolayeva confirms, that practically in 100 per cent of cases the only compensation for the filming process is a mention of the complex in the credits or filming of the front of the complex. The exception is when a commercial project is being filmed. For example, a series or video clip. "In that case we would involve the services of the complex. Security, cleaning, etc. Then the shopping center charges for the rent of the premises and the work of technical services," she says.

Elena Chernushkina, an expert in the advertising department of Evropeisky, says that literally right after opening they received offers from various channels about filming. Mainly, according to her, it is entertainment, youth and family channels. She says Evropeisky successfully cooperates with such programs, as Take it off immediately! on STS, the video version of Cosmopolitan magazine on TNT, the Fashionable Injection on Domashni and A fashionable Verdict, which started at the end of July this year on ORT.

Chernushkina assures, that film crews, after having one positive operational experience in the shopping center, come back with pleasure. "To receive permission for filming is easy," she says. Just provide a script in which the role of Evropeisky will not be negative. "We care about the positive image of our shopping center and zealously make sure that our reputation is faultless," she says.

According to her, it is profitable to create media products of high quality. And the more that are created, the better, the expert argues. Chernushkina is sure that, original, memorable advertising will attract more buyers to the shops.

The press-service of Ramenka (the operating company of shopping-retail chain Ramstor) says that they allow filming if it corresponds to the following criteria: does not have a negative, politicized, discrediting or scandalous character, does not prevent buyers from making purchases, informs viewers of trustworthy information.

According to the information provided by Ramenka, in Ramstor hypermarkets filming mainly for documentaries and programs devoted to a healthy way of life and food products. And on such holidays as February 23 and March 8, they usually film clips/programs on choosing gifts, preparing for the holidays, etc. Sometimes in Ramstor centers they shoot feature films, if they do not mention criminal topics. "Our chain positions itself as a chain of shops for all the family, and we do not wish to even associate involuntarily with something criminal, or negative," an employee of the press-service says.

Compare and Estimate

"Commercial real estate players and consultants think that there is a difference between such activities in Russia and abroad.

Anna Shiryayeva, general director of Magazin Magazinov is sure that that filming of a serial or permanent show in shopping centers is by no means a Russian invention. In her opinion, they promote the premises to shoppers. "Marketing, including promotion, is an integral part of the work of the operating company." And experts are always searching for new ways of attracting buyers to a premises, argues Shiryayeva. She thinks that from this point of view the filming of a show works as an exclusive form of marketing. And for the budget of TV shows filming in shopping centers is not only cheaper in rental costs and decoration, but is also a way of receiving additional income from the advertising of specific brands operating in the given complex, the expert concludes.

Mikhail Sverdlov, senior adviser in the department for trading real estate at Cushman & Wakefield/Stiles& Riabokobylko, says that in some cities of the world in shopping centers once a week in shopping centers they organize free-of-charge concerts for visitors, hiring known artists. As a rule, a stage with professional lighting, sound and equipment can be found any foreign shopping center. In Russia there is no strong competition in comparison, for example, to the US. Only when the Russian market reaches the world level in terms of quality and number of shopping premises will they use such a way of attracting additional clients, says Sverdlov.

Julia Nikulicheva, director of the department of strategic consulting at Jones Lang LaSalle, thinks that in Moscow there are simply no places for filming. "Unfortunately, the majority of our shopping centers, by their internal lay-out and quality of design, are not suitable for this purpose," she argues. For example, in Veipark shopping center concerts are held to attract more people because it is located far from the MKAD, it is far to reach. In the West in large trading complexes there are often live programs. For example, a large shop window will be allocated for a radio station which is popular in the area. Also during the day they have popular live radio shows. They do this in Toronto and London. Nikulicheva is sure: our market loves new ideas. "Developers are always ready to use space in a new fashion in shopping centers. Especially if profit can be made," she assures.

Dmitry Petrov, director for development at Russian Research Group, thinks that filming of TV shows in Moscow is used as an accompanying functions. For example, a skating rink is planned to be located in a shopping center. But it will not always function as this. So the space can be used for filming and presentations to recoup the costs. Such events depend on the scope of raising appeal of the complex in the buyers’ eyes, he thinks. In particular, in the opinion of Petrov, this way it improves, especially if it is a local complex.

Shannon Whitely, senior adviser for trading real estate at CB Richard Ellis/Noble Gibbons, says that in the US they always charge for the right to film. Everything depends on the policy of the shopping center, but usually they give permission for filming, she says.

The name of the shopping center is not necessarily mentioned in the program, everything depends on the character of the filming. To make a decision the company is guided by four basic criteria. If the program matches the policies of the shopping center's brand, if the filming will benefit or harm the image of the complex, if filming can be carried out without inconveniencing visitors and tenants, and what benefit will the shopping center and tenants get from it?" says Whitely.