Constructive talent, film industry experience – Andy Vajna

Hungarian-born American producer Andy Vajna said that he has been planning to do business with Sándor Demján for 15 years now. The Etyek studio offers an opportunity to combine Demján’s constructive talent with Vajna’s film industry experience.

Studio space often proves to be too small even in America, the producer said. In many cases, a separate pool has to be built in order to be able to shoot scenes under and above water. The Etyek facility is going to include the largest studio in the world with a 6,000-square-meter pool. The complex will offer work for 1,000-1,200 people.

Vajna called the Hungarian film law unique. So far, Canada offered the largest tax benefits (12%) for filmmakers, which attracted nearly all of Hollywood. Of course, Hungary doesn’t need fear a rush from Hollywood, he added: productions will start to coming here slowly, similarly to the way it happened in Prague, where filmmakers already have to wait 6 months before they can start shooting.

Plans and services – Korda Studio

Planning is already under way in both Los Angeles and Budapest. Hungarians are currently working on the layout and concept of the area. The buildings are going to be designed by Finta Architecture Studio, the firm Demján considers to be able to design  and construct the studio simultaneously. Therefore, no tender has been issued for the project – as Demján put it, the best designs are never born of jury panel decisions. The film studios are designed by Los Angeles-based Bastien and Associates Inc., which specializes in the construction of film studios.

The ability to offer a wide range of high-standard film industry services is a key consideration. The investors are in talks with several manufacturing companies to establish a camara and lighting park that could service the entire region.

Entrepreneurial spirit and risks – Sándor Demján

Demján started by saying that lots of money will find its way: it needs an expert team that knows where to invest it. He also brought a Canadian example -  in his experience, the entertainment industry thrives there without state support. This is made possible by the production of quality films.

Demján also reacted to criticism concerning the film law and the Etyek project. Addressing some Hungarian producers, he said that they „should forget about being supported by the state”. Private capital appears to be more effective and produces better films, he added. „We dare to do it,” he said of Korda Studio. As an example, he listed the WestEnd shopping mall, which was also a risky investment, but its structure already serves as a model for similar projects around the world. „Success is never guaranteed,” he said, adding that he and his partner trust Hungarian culture and the local film industry. At the same time, it would be important to build several smaller studios next to theirs, he said.

The film studio is going to be built on a miltary territory, where an ammunition factory was to be constructed. According to Demján, that facility would not have fit into the beautiful surroundings of Etyek. The filmmakers who come to shoot here might return simply because of the landscape.

Interest from additional investors in Korda Studio is already intense. Currently, only Demján and Vajna are the owners of the project, but the are planning to involve partners – primarily large international banks and manufacturing companies.

Hungary must be competitive in filmmaking, and local employees who can take participate in it must be trained.  It is possible, however, that due to the increased demand, experts must be imported from abroad – but that’s a fundamentally different process from the exodus of qualified Hungarian workforce.

Cultural and tourist center in Etyek

Etyek mayor Lajos Kálmán said the village offers a good location for the film studio.
While Etyek lies merely 28kms from Budapest between three motorways, it is at the same time a pleasant and peaceful settlement.  

The village can also benefit from the enterprise: Etyek is a wine-growing area, and the film boom might bring business for the wine trade as well. The studio means new jobs for locals, therefore, the majority of the village backs the project.

Additional investments are also planned in Etyek along with the EUR 150 million studio. These include a hotel, an open-air stage at the former quarry that could house cultural festivals, and luxury villas for stars – these could be rented out when they are not in use. The film sets could serve as tourist attractions, just like elsewhere in the world, and the sales of film souvenirs could also become a profitable side business. The studio could also have an effect on the local high school, which is planning to take up film studies as its profile.