Production: Metro Branding in post-production

By Iulia Blaga

Ana Vlad and Adrian Voicu are in postproduction with their first long film, Metro Branding, a documentary investigating five famous communist "monobrands."

Relaxa mattresses, Dragasani sneakers, Pegas bicycles, Mobra motorcycles, Fieni bulbs and Ileana sewing machines were launched approximately at the same time, during the era of socialist industrialization and monopoly product brands.

The 90 minute Metro Branding- Romanian Objects of Desire is produced by Mandragora (http://www.mandragora.ro/). After working on features like The Death of Mr Lăzărescu (by Cristi Puiu) and Francesca (by Bobby Păunescu), and the Palme d'Or winner short Megatron (by Marian Crişan), the production company decided to expand to documentaries.


The project won a €65,000 grant from the National Centre for Cinema (http://www.cncinema.abt.ro/) in 2007, and is also financed by the Romanian National Television (http://www.tvr.ro/) and local media agencies Mediatique, Next Advertising (www.next.advertising.ro) and Zenith Media (www.zenithmedia.ro).

The buget is €160,000. Anca Puiu is producing.

Puiu told FNE that she hopes to launch the film at the International Documentary Festival Amsterdam (IDFA). The local premiere in cinemas is set for February 2010.

Production Information:


12 A Docenţilor street, ap. 3

Sector 1, Bucharest, Romania

Phone: +40 21 222.05.58

Fax: +40 21 222.05.57


Production, distribution, promotion: Anca Puiu

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Director and script: Ana Vlad

Adrian Voicu

DOP: Adrian Voicu

Editor and sound: Roxana Szel