"Watching cartoons is very difficult." Interview with the CEO of the studio "Steam locomotive" Anton Smetankin

Studio "Steam locomotive" creates cartoons for children from zero to twelve years. "Mi-mi-Bears" and "Fantastic patrol" steel for preschoolers serials such as exciting as stories about superheroes from Marvel for their parents - episodes show not only in Russia but also in the United States, Italy, France and Papua - New Guinea. We talked with the CEO Anton Smetankin studio and figured out how to capture the attention of the youngest audience how much you can earn in the animation and what is the main problem of the Russian cartoon business.

"Heroes can do anything: there is practically no laws"

- In 2014, together with the creative producer Yevgeny Golovin and Vadim Will you have created a studio "Steam locomotive". The children did not have enough "Smeshariki", "Luntik" and cartoons about princesses from Disney?

- In 2014, RTR and "Digital Television" decided to create a separate channel for the Russian children's animation - "multi". Ideologist of this venture was Dmitry Mednikov (Chairman of the Board of Directors of JSC "digital television." - Approx. ed.) with Tatiana Tsyvarevoy (CEO and producer channel "carousel." - Approx. Ed.). New channel needed its own exclusive content, but it turned out that

animation the Russian market just physically not enough to generate from it a complete broadcasting schedule.

- And then there was "The locomotive" that saved the day?

- First, there was an idea to place a large order for the production of two pilot projects for the "Carousel", but here the risks lurking - organizational and creative. Large animation studios in Russia usually involved a small number of projects that fall in a certain style for a specific audience, so the children is difficult for me and my brother new. Besides, the big studios do not have production capacity to take on the extra load. It will have to significantly increase the team and spend a few years to launch 10 pilot stayed a couple of good.

As a result, a large studio decided not to go. Instead, create a new one - "The locomotive". Creative team in the face of Vadim and Gene suggested some ideas from which select "Mi-mi-bears" and "paper". They have become a series of 52 episodes for 5.5 minutes.

- Vadim and Eugene yourself inventing a new series?

- The first time the team consisted of three people: Vadim wrote scripts, Jack was responsible for the animation and direction, and I deal with organizational, financial and legal issues. Vadim and Jack with his own hands made sketches before the appearance of artists: Both good draw.

For six months the team two TV series It rose to 50 people, and at the peak of one only "Mi-mi-bears" 40 employees. Preparation of the series begins in six months. As a result of monthly channel appears in about six new episodes.

- What does "Mi-mi-Bears" and "paper" teach their children?

- "Mi-mi-bear" - a revised draft Genis, who was called "Happy Bear". It was designed for a more adult audience, but for the "multi" channel redrawn characters and copied the idea - so "Happy Bear" under the direction of Tatiana Tsyvarevoy turned into "Mi-mi-bears", where children learn and very love.

The main feature of the series is that the events are taking place in a completely open world. Heroes can do anything: there is practically no laws. Cloud and Kesha - complete opposites in character: one energetic and tries to resolve issues with the help of technology, and the other calm, thoughtful and loves nature. They complement each other and resolve the situation the best way to show that each approach has its value.

The series "paper" is made in a style close to the stop moushenu: it seems as if the whole world made of paper, Cardboard and applications, but it's 3D-animation. Each episode ends the instruction that helps young viewers with their hands to collect the character or element of the series. We would like to stimulate children's cartoon viewing to offline activity together with their parents.

"We want their own way to tell a story about how Koschey became immortal"

- How are cartoons?

- Create a cartoon - a long and painful process. The first step is born the idea, which is embodied in the synopsis. Before it becomes a scenario is rejected dozens of versions, so that writing requires a few months of free time.

For voice, we invite the actors, and then comes into play director. It performs a complete storyboard of the episode from which the video in the form of sketches under the dialogue.

From this point starts multiple processes. The production team is reading the script and highlights the characters, locations and props that artists should paint. We then create three-dimensional models and items to interact with them. After that, with the help of a special program of all the series scene is put together, and 3D-animators are arranged and animate characters and elements in space as planned in the storyboard.

Next, the specialists are arranged light sources, and trigger processes rendering, compositing and sound design - so we get a final picture with sound. Simply put, before the pasta and water were separately and now editor on all hands joined and got ready meal - cartoon.

- Heroes are often voiced by celebrities such as Alexander Gudkov, Miroslava Karpovich and Andrei Rozhkov. How do you choose the voices for the characters?

- Just as the actors are chosen to conventional Movie parts. Artists are invited, when we already have a ready image of the character. He still does not move, but to understand how the appearance of the hero falls on a voice is already possible. Make the decision easy. Only helps the director's instinct, intuition and experience. The main thing - to represent the image of the future.

We very much appreciate when the artist brings to the character something of their own. If a character with a particular voice comes to life even at the stage of drawing without animation, it feels right.

With some actors characters become much more voluminous and more interesting. However, this is not always the case. Periodically we doubt, therefore it is necessary to take resolute decision. Its consequences, we learn only in the final stages of creating a cartoon.

- Which character longer just could not find a voice?

- Right now we are working on his first feature film "Koschey. The real story. " Samples for the voice of the protagonist were a very long time, because the image is quite complicated and the chances of error can not be. Some voice actors sound too recognizable, so we had to look for new solutions.

Also hard to decide when you are looking for non-existent sound material - there is only a static picture. I would like to work as heroes to the kids, and at an adult audience, so many different but arises. Responsible for large-scale history is very great.

- Full-length film will be shot on the basis of the universe of the animated series "Fairy patrol." As well-known heroes of Russian fairy tales combined with the characters of the studio "Steam locomotive"?

- Universe "fabulous Patrol" allows Russian characters fairy tales own interpretation. We want their own way to tell a story about how Koschey became immortal, and can see the future, to continue to do so. Russian fairy tales give boundless literary foundation, and our art solutions will give viewers a new sense of animation.

- Why did you decide to move to a maxi-format?

- This is a logical continuation of a successful project "Fairy Patrol", which will give the audience a chance to get acquainted with new characters and see a more complex story. TV episode lasts 11 minutes, and the drama is determined by the depth of this, and in a feature film we can tell a great story. When the whole family comes to the movies, people can talk about something else entirely.

- Are not you afraid of competition with the Disney company and the other giants of the cartoon business?

- Very afraid, so we hope that we leave on screens in parallel with major animation projects. We have a self-preservation instinct, so with distributors, we will look for a good time for the premiere. Wrong output period can kill even the most good project. We need to give the viewer the opportunity to see the film, not to put him in a difficult position of choosing between a conditional "king Lion"And our new good cartoon.

"Children should not take a hammer and beat his fingers after watching the movie"

- How does the office studio "Steam locomotive"?

- Studio Office - a former plant that we put in order as needed. The first premises were trimmed quickly and ascetic - in two months we renovated 400 square meters. Now the process takes more time, because the repair must fully comply with our wishes. I want to work in an environment that everybody likes.

There are several peregovorok in office. They are of different color, style and size, so that the site will find a team of 30 people or three employees who need to spend interview. In addition, we have a special area where the employee can be alone - for instance, suspended swings under a mezzanine or special niches in the walls, to temporarily move away from all. Colleagues can get together with a few tables for five people or read a book from the library studio, sitting on the couch.

We pretty quickly realized that we have no time for activities outside of the office. That is why there appeared a sports hall. Previously, about 50 people easily placed in the lounge area and practiced yoga, but now we have more than 300, so that it is not enough. Gym is very popular: I usually come back at eight in the morning, and some of the staff at nine. I noticed that sometimes colleagues are involved in sports, even in the evening and leave the room at 23:00.

Yet we have a café, combined with the music room. It is isolated large glass partition, that during the day the children could play the drums, but it does not interfere with other employees. During corporate events we move the barrier - formed a large music bar.

- Which employees are now required "Steam Engine"?

- The number and complexity of projects is constantly growing, so we continue to recruit specialists. The site is section with vacancies and a contact mailbox [email protected], on which the candidates send your resume. We have carefully read and analyze them, and then invite for an interview appropriate. As a result, the person doing the job offer or invite to the training to understand the potential for growth.

- How much can you earn in the animation industry?

- People with no experience can receive from 10 000 rubles, because they do not have a portfolio, which they renew their skills. We take newcomers to work, but first spend more than it receives in return, so the lowest rate. If we see the path of development, the amount of increase. elementary specialists obtained from 60 000 rubles, and people with years of experience can earn 150 thousand rubles.

- You have time to look through the content that is available on the screens of the "Steam"?

- Every Wednesday leaders meet in the channel office "multi" and look releases that are ready for delivery. Of course, not always possible to observe this process, so some of the series, I do not see. Often it concerns projects in which there are no doubts.

- It's just a view from the outside or all focused and seek out something?

- To be honest, watching cartoons is very difficult. Sometimes it is necessary to evaluate the four series designed for different audiences. Each one lasts about 11 minutes, so it becomes difficult to keep the attention of the end of the fourth episode. The purpose of view - not just pokayfovat and rejoice, and to understand that we did not miss anything. It is important that there are no technical errors and the story itself was working as intended. If we feel that the song requires rewriting or replica sounds badly in terms of tone, the series is sent back for revision.

- What principles do you practice working on pre-school audience?

- We do not swear and do not distort words, if it is not justified by the creative reception. In the project "Fairy Patrol" is a cactus named Raznotsvetik. He says in a specific language. The rest is important for us is correct speech, because we help children grow cultured people.

Yet we deliberately moving away from the traumatic situations that may coerce a child to do something dangerous: Avoid sharp objects and destructive actions. Children should not take a hammer and beat his fingers after watching the movie. You will not see the characters in the hands of the knife, because the safety of young audiences for us in the first place. None of the characters will not be kicking their feet lying to the child is not seen similar examples of repetition in real life.

- Despite the careful cartoon characters are not always good, and the children often imitate your favorite characters. How is it working?

- Take time to dialogue with your baby and help him make the right conclusions. Series for preschoolers are very short and are always resolved in the right direction. Children must understand the moral of the story, so we carefully think them with the point of view of ethics and of education. You can put the children to watch "Mi-mi-bears" for the whole day and in the evening they turn into monsters. We try to avoid situations where solutions are mixed, but at the same time convinced that discussing what he saw still needed.

- Many parents report that children watch cartoons as if spellbound. What techniques do you use to motivate and attract the youngest audience?

- Our tools - interesting history, dynamics and drama that takes place even in the children's television series. In the cartoon "Leo and Teague" is a series called "Red Deer", for which we were very afraid. It is associated with a forest fire, and we were worried that too much can scare kids. It turned out that overcoming dangers - it is just what they like.

Line here is very thin, so it's best to not get it, than to cross. If we doubt, then we show a series of their own children, to catch the right moment and the right state.

After publication, we are carefully considering feedback: Read e-mail and see the comments on YouTube. We need to know whether we were too far away or overdone.

In addition, children like 3D-animation, combined with 2D-comic. We use this technique in the project "Fairy patrol. Chronicles of Wonders. " The style here is very important and does not allow the viewer to breathe throughout the series: it looks seven minutes in the same breath. I really like this cartoon.

"Teenagers want content hotter"

- Most Popular TV studio "Steam locomotive" - ​​"Mi-mi-Bears" and "Fairy patrol." They can compete with cartoons Disney Channel?

- Channels "multi" and the Disney - equally strong players. Lead line is "Carousel" and "multi" and Disney constantly replace each other on the second and third position. This proves that content that offers our channel is absolutely competitive.

Channel competes at the expense of exclusive premieres, like "Fairy patrol." This is one of the best animated series in Russia, according to the audience. License sales volume on it last year overtook all other Russian brands, including "Masha and the Bear", "Barboskinyh", "Fixiki" and other important projects. My colleagues from the "multi" and "Zero plus media" have created a unique product and accurately hit the audience.

- In an interview, you announced that you plan to work not only with the kids, but also with the teen audience, but it is not ready for this. What is the problem?

- We learn to do projects for teenagers, keeping the line of culture and decency, and shall decide for itself. It is difficult because teens want it hot content from the point of view of vocabulary, events and experiences. hard to do classical music as popular as pop songs. We did not find the formula that will allow us to fight for the 15-year-old heart.

However, the TV series "Heroes Envella" pretty close attempt. It started not to "multi" and on the Disney Channel, because the project is designed for an audience of 6 to 12 years. As a result, statistics well above the average channel numbers, so we hit the target, but the 16-year-olds - it's still more. For them, working channel "2 × 2", and we do not consciously go to this space, because we want to leave our souls bright.

- What blackens the soul content producers to channel "2 × 2"?

- In general, anything. Just they use a certain humor and language that we do not allow ourselves to children's projects. teenagers it seems that the use of swear words makes them more mature. Content must either support this aspiration in a child, or to give a worthy replacement. Find cultural, but at the same time attractive method until we could not.

- You said that the major players in the Russian animation can not do high-quality content, because they compete with the budgets of foreign studios. Russian Ministry of Culture does not support our animation?

- The Ministry of Culture helps, but it does have capacity ceiling in terms of support volume. It is not possible to create animated series in the budgets that are close to the foreign - abroad they are above ten times.

We are now engaged in a full-length movie and we understand exactly what the amount of support that can provide the "Fund cinema", also differs considerably from foreign studios budgets. The chip scale of the market, which have foreign counterparts. We count only on Russia, but they do international projects.

We pay maximum attention to the artistic component of stories about Koshchey that it was interesting to the foreign audience. I believe that in the short series we do that - abroad watch our cartoons with pleasure.

- Animation studio "Steam locomotive" buy Netflix, they are shown on the Disney Channel. You chose war cooperation with foreign content producers?

- Fighting in this case stupid. We learn from foreign studios to become stronger. Abroad, a very long tradition of literary production and a large skilled human resource. We do not have, so we suffered greatly from a lack of good writers. Many Russian projects attract foreign showrunner (executive producers. - Approx. ed.) to create scripts. As far as I know, so work on the cartoon "Three cat."

- You mentioned that the key players in the Russian market did not share with each other experiences. Why, if it will help to bring the domestic industry to the next level?

- Experience - this is a competitive advantage and own investments. Why should I give it away for nothing? It is a matter of business approach, rather than a lack of patriotism. When it comes to the export activity in the framework of national initiatives, all the studios are going to participate in discussions and share their findings. Just no buyers exchanged contacts (content buyers. - Approx. Ed.). This base, which is work enough for years and is the basis of success.

- If the local studio exchanged Buyers from, and knowledge, the Russian children get cartoons on the level above the current domestic content.

- I think it is not. It is not enough just to tell you how we make their cartoons to colleagues have done better. Each studio powerful their teams. The "Steam Engine" we do every project is different. How to learn from the experience and move on to other cartoon studios - is unclear, and no special meaning.

The problem of our industry is that for a long time there was no vnutristudiynaya heredity. People worked, accumulated an experience, Received a new combination of different specialists and evolved, but did not keep the knowledge within the studio, since the transition from one to another. I hope that we will preserve this experience in "Steam". At least, we try very hard.

«Netflix, foreclosures, nothing then do not tell"

- What are the advantages and problems of the Russian multbiznesa?

- The main advantage is that the employees of this industry truly love what they do. Animation - this kind of activity the real fans who are devoted to their work. Precisely because of this Russian multindustriya it exists at all.

The problem is that our market is unable to provide payback projects, so the animation requires a great deal of support from the state. In the last two years the process of greatly intensified. Government agencies support international events where we could show your content and find partners for joint production. In the near future there will be subsidies for dubbing content, and are already on the international registration of subsidies trademarks. But the support of domestic production we are still sorely lacking.

- Content Studio "Steam locomotive" is represented on all continents, where there is a television. You look in China, Italy, France, Sweden, the USA and other countries. Where your cartoons like most?

- Unfortunately, we do not know. Feedback - not such a clear story. For example, Netflix company foreclosures, nothing then do not tell. It can release your show to a limited audience or not at all. The company does not give explanations and statistics on the views is no longer divided.

With foreign channels easier, because it is possible to see the ratings - as well as on Russian television. I can say that in Sweden the series "Fairy Patrol" took place with phenomenal success. In their possession were only 13 episodes, and they showed the project four times over several months, until the audience is not satiated.

- Despite the large number of problems and the lack of funding, you still remains a work in the animation industry. Why?

- Children's content makes you a better, kinder and more fun. When you can share the work with their family, friends and their children - it's cool. People are always smiling, if they knew what I was doing. It is difficult to find a job that will cause so much positive feedback from others. Sometimes the audience can say that the cartoon did not go, but to the children's content, they are still positive.

- How does your workplace?

- It's quite a large room, in which we are located, together with his wife: she is my assistant and producer of several projects. The office is divided into several zones, because from time to time we have to hold meetings in parallel. There is a bed for the dog - we yorkshire terrier. Stay home, he does not love, and go to work - his passion: runs, greets everyone. Sometimes in the studio walk four dogs at once, because the staff bring their pets.

For work with tables and documents I need a big monitor, so I purchased a Dell curved with a diagonal 34 inches. Yet I have a 14-inch laptop, but I can not use it when it comes to documents. I prefer to postpone the case until such time as shall appear in the workplace. This is the habit of seeing the small screen and I feel that I lack the surface.

stands wireless charging from Samsung on the table, which I use for my iPhone, and more compact system unit Mini-ITX. Complementing this company a small amount of toys from the animated film "Heroes Envella". It figures out of chocolate eggs - a unique collection, which is nice to see in front of you.

- Tell us how you organize yourself and your day?

- Organization of life - a living process. I have enough for your personal tasks'Google Calendar"Where do I fix future events and plan meetings, and to work in the studio, we use the most powerful tool Shotgun Software. This program allows you to fully control the process of production studio. It requires a lot of resources to implement, but it helps a lot later. As far as I know, foreign partners, who do not write their own tools, just use that program.

- What are the applications and services you use at work and in everyday life?

- I like the app to Freeletics fitness. I hoisted him many colleagues, so we see each other and exercise can track the results.

For musical accompaniment, I use Google Music. At home and in the studio there speak column - for example, one of them works in a cafe. Anyone can ask to include a song that he likes.

I also use a fitness bracelet Xiaomi. I find it interesting to watch the statistics of their condition during exercise or sleep. I would like to know myself a little bit more.

- And what do you do in your spare time?

- In my spare time my wife and I go in for sports - is an important element even weekend that both of us pleasure. However, we are not always the same timings, so you may need to practice separately. Most like to play in the street.

More TV shows we watch. I subscribed to Netflix, Ivi, Okko, Amediateka and TNT-PREMIER, because each platform has its exclusives. I do not want to search through a bunch of sites in your spare time to find the right film. I just turn on the Apple TV and immediately watch what I want. Very comfortably!

Layfhakerstvo from Anton Smetankina

books

Now I read the book Kelly McGonigal "Strength of will. How to develop and strengthen». I think this is a useful tool in the work over itself. The book tells what willpower and how to cope with it.

Movies and Series

I like "Black mirror"And I follow with great interest to see how this develops the project. With trepidation I relate to the British TV series, because every time this is some unique discovery, from The IT Crowd and ending with "Luther" or "Killing Eve." Of the film very much, "Arrhythmia".

Video

One of the friends once opened for TED me. Since then I have never seen such a large number of useful information. Great impression on me lecture Simon Sineka about motivation.

Blogs and Websites

I've subscribed to Telegram-channels. On Bitkogan I read about finances, and Mash I use as a source of news. I like that they are very quickly provide information on the latest developments. More signed on Ilya Varlamov.