“Zema” began as a small sketch project, once titled “Beauty and the Beast,” and gradually grew into a fully realized series. Its launch and the origins of its funding are central to understanding how the project evolved and found its footing in a crowded media landscape.
Semyon Molokanov explains that the team grew from KVN backgrounds rather than a cadre of veteran creators with long resumes. In their early days they had no grand project to showcase, just a cinema-for-television experiment. A spark to try something new lingered, and in 2016 they chose to pursue an independent project. They did not anticipate the level of success they would eventually achieve with Zema.
According to Molokanov, neither a formal business plan nor a distant strategy guided them. Instead, the team learned by doing, sharpening their dramaturgy and improving scriptwriting with each season. They created from genuine feeling and kept faith in a story that might appear modest at first glance. To their surprise, audiences reached beyond the core metropolitan hubs, embracing the narrative with enthusiasm and curiosity. The project resonated with a broad range of viewers who connected with its sincerity.
Anton Karpushkin describes his role as more organized and logistical, ensuring smooth operations. He recalls the moment when Molokanov proposed turning their idea into a drama and the challenge of securing initial funding. They needed a million units of currency from the outset, an amount they did not possess. Through meetings with investors—some knew Karpushkin, others Molokanov—they presented a plan that persuaded several businesspeople to provide the necessary capital. That seed money became the springboard for a larger creative journey (Citation: Molokanov interview).
— What, then, transformed a small story into a grand epic? The interview invites reflection on this transition (Citation: interview).
Karpushkin notes that ignorance can sometimes shield people from fear, allowing a freer, more focused effort. The team embraced a lighter, more intimate pace at work, which helped them persevere. A sense of romance and shared purpose remains, and they continue to pursue their creative passions together (Citation: Karpushkin remarks).
— The discussion turns to the tonality of “Zema” and its appeal. Molokanov reflects that audiences might have grown tired of conventional, polished productions driven by high-budget aesthetics. They offered something different, a pocket-friendly approach—original content that viewers could easily access on their phones. This trend began when the project was uploaded to YouTube as Beauty and the Beast. The approach fostered a sense of proximity between creators and fans, shrinking the distance between authors and their audience. The show’s honesty and down-to-earth tone contribute to its universal appeal (Citation: Molokanov).
Karpushkin agrees, emphasizing that sincerity and decency pervade the work each season. He believes the central message of Zema aligns with the audience’s values: there is no hierarchy between creators and viewers, only a shared human experience (Citation: Karpushkin).
— How did the first season, a lighthearted love story, evolve into a broader universe across seasons two and three, shifting toward a dramatic family epic? The founders describe growth as a natural process. Comedy was never the sole aim; it served as a doorway to exploring more serious themes. As the team gained experience, they encountered others with different strengths who offered help, and this collaboration fueled the project’s development. It happened gradually as the creators challenged themselves and the story grew with them (Citation: interview).
Karpushkin adds that pure comedy never fully captivated their interest. Each humorous moment carries a serious, social purpose, reflecting a belief that the story should illuminate real-life conditions and relationships. They consider Zema a film about life itself, not merely a funny tale (Citation: Karpushkin).
— What is the most unusual or memorable feedback from viewers? Molokanov recalls the initial thrill of fans approaching with excitement, followed by warm embraces. He notes that locals often respond with an organic, authentic connection that feels special. This genuine interaction became a defining feature of the show’s relationship with its audience, signaling growing on-screen and off-screen chemistry (Citation: Molokanov).
— A playful question arises about reimagining Disney fairy tales within the show’s style. If a Disney tale could be adapted, the team teases, Aladdin would be a natural fit for their sensibility, with characters reinterpreted through their own lens. The dialogue playfully riffs on familiar characters, hinting at a reimagined dynamic that could suit Zema’s world (Citation: interview).
Molokanov lightens the moment with humor, and Karpushkin confirms a playful vision, noting a character ensemble that could echo Disney archetypes in a new arrangement. The exchange underscores the creative freedom the team enjoys and their willingness to experiment with familiar stories through their distinctive voice (Citation: conversation).
— How did the distinctive humorous audio inserts from the Courage-Bambay studio arrive on the show? Molokanov describes adding off-screen text to enhance humor, drawing on the Courage-Bambay style voiced by founder Denis Kolesnikov. Denis has long been a prominent figure in the scene, celebrated for his work and familiar to the audience. His contributions added an extra layer of character to the show, enriching the viewing experience (Citation: Molokanov).
Karpushkin shares how the collaboration began with careful negotiations and clear boundaries. Denis initially declined the invitation to participate, and the contracts were substantial, ensuring the voice usage was limited to the agreed intro. They tested the concept on the first episode before expanding further, underscoring a principled approach to working with established talent. Molokanov emphasizes the lasting impact of Denis on Zema and on the broader manufacturing studio, Penzfilmmash, highlighting enduring professional and friendly ties that help sustain their creative ecosystem (Citation: Karpushkin).
— What can be said about Penzfilmmash, the local studio behind the show, and its broader ambitions? Karpushkin explains that the company aims to become a leading producer of high-quality content for the global Russian-speaking audience. The team started small and has grown to about a hundred, drawing staff from Penza, Moscow, and other regions. They work across multiple formats and seek collaborations with TV channels and streaming platforms to reach audiences wherever they are (Citation: Karpushkin).
Molokanov adds that the company already has a pipeline of many projects in various stages, signaling a strong and diverse production slate. The belief is clear: regional talent holds immense potential, and the goal is to democratize opportunities for filmmakers beyond the capital. The regional ecosystem is seen as a vital source of creative energy and sustained growth (Citation: Molokanov).
Karpushkin asserts that the history of Penzfilmmash serves as a pioneer’s story, proving that regional teams can achieve meaningful creative breakthroughs. The hope is that more communities across the country will gain access to professional opportunities and a path to bring their visions to life (Citation: Karpushkin).
— What are the plans for expanding the universe around “Earth,” and what comes next in production? The founders emphasize that they are at the very beginning and remain modest about their achievements. Their guiding principle is simple: if someone comes home, presses start, and the project brings a moment of smile and comfort, that audience response becomes the ultimate reward. The fourth season of “Earth” was slated to premiere on PREMIER online cinema in the first half of 2023, marking a milestone in the ongoing expansion of the series’ universe (Citation: interview).