Hollywood - made in Switzerland

ZURICH - Faster. Louder. Younger. The first Swiss film based on the American model. "EXKLUSIV" is the name of the thriller with an untypical explosive character. Switzerland goes Hollywood - finally!

Last night at the Film festival in Locarno: the long-awaited Swiss film "Beresina" premiered. The reverential critics show respect, and the "Neue Züricher Zeitung" praises the director "Daniel Schmid is known for delicacy"

Swiss filmmaking, as we know it. But the time when this genre was the sole feature of the Swiss film is passing. After the E-film comes the U-film.

Also this week, the critics got to see "Exklusiv", a completely different Swiss film; The thriller will be in theaters on the 14th of October.

Its design is new - dynamic scenes, short dialogues, juicy sound effects, modern light. "Exklusiv" is American entertainment with a simple story: the murder of the "Exclusive" editor's wife, a reporter and a photographer report on the days until the murderer announces another bloody attack.

"It was high time to start making such films in Switzerland," says actor Martin Rapold (26) of Schaffhaus, who plays the "Exclusive" reporter.

"This is how cinema is made today," adds Daniel Bill (35) of Bern. He plays the "Exclusive" photographer. "This kind of film has a future. Cinema with steam instead of great art with sad pictures. "Exclusive" is the great hope of Swiss film".
It is also unusual: "Exclusive" didn't get a single franc from the federal government. The 800 000-franc film is financed through sponsorship and product placement (H & M, Red Bull, Motorola, etc.) In comparison: "The Green Heinrich", Thomas Koerfer's Gottfried Keller film adaptation of 1993, cost 8.8 million francs and received a subsidy of 525 000 francs from the Swiss government.

The star power is also something new "Exclusive" is bringing. Even the supporting actors are famous, mostly TV stars: Ueli Schmezer (Cash check), Beat Schlatter (God's Pass/port), Beni Turnheer (Benissimo), Wasiliki Goutziomitros (Oops), Stefan Gubser (Kurklinik Rosenau). The music is by Zurich rappers Subzonic.

Fame attracts attention - director Florian Froschmayer (26), previously editor at SF DRS, knows this. "Celebrities make it easier to find sponsors. Celebrities guarantee attention."

"Exklusiv" has triggered mixed reactions among critics, ranging from "The director has nothing to say" (Wolfram Knorr, "Die Weltwocheoche") to "Wonderful film, snappy dialogues, good music" (Madeleine Hirsiger, SF DRS) and "Very good debut" (Mohan Mani, close-up! ")

"Swiss filmmakers have no idea of marketing"

INTERVIEW: Commercialism instead of art: director Florian Froschmayer brings Hollywood cinema to Switzerland

Mr. Froschmayer, "Exklusiv" does not follow the traditional Swiss writer film. Why are you working American-style?

Florian Froschmayer: It is the American system to work with a producer and a director. One is responsible for the economic aspect, the other - for the artistic. We did that. I like dynamic, fast-paced entertainment films. The Swiss filmmaker is often overwhelmed. How can he make a fast film with lots of perspective when he has to worry about money?

Swiss films usually come with a lot of funding.

Froschmayer: We knew right from the beginning that it was a hopeless undertaking to ask the Confederation for money. There is a huge file, you have to complete various forms, and the Commission's first question is: Have you ever made a film?

Why are Swiss films - "Katzendiebe (Cat Burglars)" with 120 000 viewers excluded - hardly ever commercially successful?

Froschmayer: Swiss filmmakers do not know the word "marketing". The marketing concept for "Exklusiv" was developed together with the exposé for the film. Even before we finished the work on the script, the film already had a logo and image. Finally, we had to find the sponsors.

Outlet: SonntagsBlick (Switzerland’s largest Sunday Paper) 
Date: April 28th, 2009
Circulation in 1999: 700.000

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