The individual character of a film, its core and its distinctive attributes can all be developed during the preproduction process using certain methods, and then subsequently communicated to a wider audience.

This requires both intensive artistic effort and a clear communication strategy. For this reason, we begin the "characterising" process as a team at an early stage of every project.

In the Anglo-American world of television, there is the concept of a "show runner" – a person who is responsible for both the daily business of serial production and the creative realisation of the intended goals, as well as for maintaining artistic standards. The show runner plays an important role in developing the style, the character and the timing of the production, supervises the production processes and ensures that everything remains within content-related, logistical and financial frameworks. This person also collects ideas for subsequent promotion, marketing and national and international positioning.

A person who assumes the responsibilities described above can play an important role within a film project – as an interface between the writers, the director and the production crew, and as an independent element within the creative team tasked with maintaining the highest possible levels of transparency and coordination. They also continue to provide input for the characterising process and keep a critical eye on the "bigger picture".

Within this context, one of our intentions is to develop new approaches to producing films.