Russian indie pops

'Generation P' gets online backing

MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday.

Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of advertising, branding, politics and big money.

Produced by Ginzburg’s wife, Gina, and based on Viktor Pelevin’s cult novel of the same name, “Generation P” has been more than four years in the works. Its $7.5 million budget is largely financed by brand sponsors after it was refused financing by all local TV channels and government sources.

The film, which had its red-carpet premiere Wednesday in Moscow, centers on the rapid ascent to power and privilege of Babylen Tatarsky, who starts out as a down-at-heel college graduate working in a street market and ends up as a minor oligarch.

Los Angeles-based Ginzburg — who left Moscow for New York at age 14 — says the film took off after a Moscow industry screening when Konstantin Ernst, powerful head of state TV Channel One, bought TV premiere rights. The film will be broadcast between September and January.

For advertising and promotion, the film got a big boost from Facebook and Russian Internet platform Yandex who came in as media partners on the project, a first for both.

Ginzburg told Variety there were four production halts as finance ebbed and flowed. Eventually, after shooting a third of the pic, cinema chain Karo came in with coin to finish the film.

More Film

  • Matt Damon Boston Marathon documentary

    Matt Damon-Christian Bale's Ford vs. Ferrari Movie Set for Summer 2019

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • Shia LaBeouf Toronto Film Festival

    Film News Roundup: Shia LaBeouf to Star in David Ayer's Thriller 'Tax Collector'

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • Benicio Del Toro Sicario 2

    'Sicario: Day of the Soldado' Reviews: What the Critics Are Saying

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • Silk movie

    Spider-Man's 'Silk,' a Korean-American Superhero, Gets Her Own Movie

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • Jason Blum Talks 'Get Out 2,'

    Jason Blum on 'Get Out 2' and Why He Couldn't Have Made 'A Quiet Place'

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • Diego Luna

    L.A. Mayor Eric Garcetti to Address Latino Association Summit, Diego Luna to Be Honored

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

  • NewportFILM Unveils Summer Slate

    NewportFILM Unveils Summer Slate

    MOSCOW — Victor Ginzburg’s “Generation P,” a rare example of a Russian indie film, opened in the country on Thursday. Nearly 20 years after the collapse of the Soviet Union heralded the rapid and chaotic transition from communism to capitalism, pic covers how the so-called Pepsi Generation made good in the brave new world of […]

More From Our Brands

Access exclusive content