In 2016, Chris Simion-Mercurian, one of the most appreciated Romanian theatre directors, sold her grandmother’s home to pursue the dream of building the first Romanian private theatre from the ground up, after 72 years since in 1946, the engineer Liviu Ciulei has built for his son, the director Liviu Ciulei, the Nottara Theater. Since then, no such initiative has been replicated in Romania.
Culture & Art
At the end of 2017 a sequel to one of the most popular Romanian films (Moromeții – 1987) was announced to be launched in November 2018 under the title Moromeții 2 /The Moromete Family: On the Edge of Time. Screen adaptation of one of the most famous Romanian novels, the movie follows the life of Moromete family after World War II, with Romania being overpowered by Communism.
Romanians do enjoy consuming arts & culture, but they do not seek it in an active way.
In this equation, in 2018 entered ABSOLUT, the leading brand in the Imported Vodka category. This is a brand that breaths creativity, from selling it to the consumers to challenging the communication industry to prove creative skills repeatedly to live up to the Absolut brand legacy.