how cinemas managed to circumvent Western sanctions

The fashion for Barbie is also raging in Russia. With the release of the movie “Barbie” directed by Greta Gerwig, distributed by Warner Bros, a real craze broke out. But if there are millions of people all over the world who have already had the pleasure of watching the film, then in Russia, unfortunately, it was impossible. In fact, since last year, the Hollywood company has left the territory of the Kremlin, following the lead of the sanctions imposed by the West. But Russian cinemas, also keen to ride the wave of demand for Barbies, quickly found a way to show the film without being sanctioned by the Russian government itself, which controls every screening.

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Russia has now lost most Western film companies (such as Warner Bros, Disney, Paramount, Universal, Sony Pictures and Netflix have also withdrawn their Russian supply contracts), so much so that local cinemas have to dodge. Sanctions aside, in fact, the Kremlin itself, through its Ministry of Culture, controls the screenings so as not to spread the Western models and lifestyles that are central to Greta Gerwig’s film.

A turning point

With the outbreak of war, Barbie seems to be a breakthrough. The Margot Robbie film was seen as some kind of retribution for a worn-out industry, and according to the Financial Times newspaper, local distributors decided to turn to secondary markets. In fact, several copies of the film were purchased in Kazakhstan, already dubbed into Russian, or from European markets, also requiring the need for their own dubbing.

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