Everyone’s a Critic: Strong Reactions to Rijeka Promotional Video

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We’ve written about the recently promoted, edgy video directed by one of the most renowned Croatian directors Dalibor Matanić (who has recently received international praise and awards for his series The Paper, which was the first Croatian series to be sold to Netflix, and which, coincidentally or not takes place mostly in Rijeka) as a part of the promotion of Rijeka as the European Capital of Culture in 2020. And just like we predicted, the Rijeka promotional video stirred a lot of differing reactions.


So, Novi list, a Rijeka-based daily paper collected some of the strongest reactions to the video. Many people like the video, and those who do not like it have so many various reasons why they don’t. Some of the strongest criticisms of the video complain that there is literally no culture in it, which is supposed to be the centre of attention in the European Capital of Culture promotional video. Some mention the fact that the town of Rijeka is portrayed as empty and lifeless. Some complain that Matanić was selected to direct it, ignoring his credentials we mentioned before. Some even complain about the fact that there are no religious influences present in the video. Those who saw the vide with less judgemental but still critical eyes are not sure who the target audience for the video is, who it’s talking to, what the message to them is. Of course, as always in Croatia (but anywhere, really), there are people complaining about the price tag, which was around 67 thousand euro.

Some say that, while it’s an absolute master-piece on its own, the video is a complete failure as a Rijeka promotional video. It’s an innovative, high quality look into the dystopian town, with sci-fi influences. Vedran Jakominić, well know restaurateur from Rijeka says that he wishes the entire project of Rijeka 2020 would have this Blade Runner theme, like the video.

There are, of course, those who just love the video, what it says, the emotion it conveys. Svetozar Nilović from Peek&Poke museum in Rijeka says that he loves the video. So, one of the purposes of making the Rijeka promotional video was fulfilled – it’s talked about. It’s being shared on the social networks, everyone has seen it and has an opinion.


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