Paramount Pictures is planning to enter the Russian market after the country joins the WTO. Russian Culture Minister Mikhail Shvydkoi made this announcement at a press conference on Tuesday. According to Shvydkoi the company intends to work with the IKEA chain. The minister reminded people that such an approach has already proved successful in Russia: the chain of cinemas located in Ramstore shops brings in a steady income for its owners.
Shvydkoi believes that with Russia's entry into the WTO its 'cinema industry will face a whole host of problems, bearing in mind that in many ways it's distribution is still run according to an old Soviet mentality'. According to the minister, Paramount is not the only film studio planning to enter the Russian market directly - many companies are planning to establish a presence in Russia. 'Globalisation brings with it a raft of irreversible consequences,' he said. Bearing this in mind, despite the fact that he is an opponent of restrictions, Shvydkoi declared that 'with regard to national culture we are in favour of protectionism'.