Solaris has been a long-standing partner of PÖFF, with a history that dates back to the Sakala Centre. Each year, the Solaris Centre is a key destination for festival-goers of the Black Nights Film Festival (PÖFF). We spoke with Solaris Centre's Marketing Manager, Kristin Lepikson, about the collaboration between Solaris and PÖFF and the importance of supporting culture. Their Communications Manager, Andres Paomees, also shared some thoughts.
Why is it important for you to support Estonian culture and film today?
There are several answers to this. I could say that films made in Estonia convey our language, culture and traditions. Additionally, Estonian films that win awards at international film festivals shape our reputation, introducing us as a small, creative, and proactive country. This, in turn, can attract international interest and investment. And finally, supporting culture and the film industry isn't only important on an emotional level; we also see economic benefits for the country. Both film production and organisation of such festivals create jobs. PÖFF, for example, brings thousands of international tourists to Estonia.
All of this is true, but primarily, we support the film industry and culture because it’s what helps people cope with life’s madness. To be human or stay human, we all need interpretations of the world, ways to live through our emotions without shame, and so much more.
What values do Solaris and PÖFF share?
We both want the dark November nights in the city centre to be filled with culture and excitement. We want both local residents and international visitors to enjoy the art of film, open their wallets, and support culture. Just as PÖFF focuses on auteur cinema and experimental creators, Solaris supports designs and bold visions outside the mainstream. We both back creativity that’s defined by unique forms and messages rather than just commercial success.
PÖFF’s films are mostly intellectual and educational, and similarly, Solaris aims to be more than just a shopping centre. We want to offer people something more than just a shopping experience, namely, new perspectives on life and things, as well as discussions.
What opportunities has PÖFF offered you as a partner?
We love the chance to host such a fantastic film festival! Being a partner of such a high-quality event is inspiring on every level. The PÖFF info desk in Solaris, which provides information about films, brings a diverse crowd into the centre – for some, it might be their only visit here all year.
Through our collaboration with PÖFF, we’ve expanded the concept of cinema visits. For example, last year, we organised a screening for dogs and their owners, which was a fun experience that certainly made our animal-loving clients think warmly of Solaris. We plan to repeat this initiative at the upcoming festival.
Another delightful addition is the PÖFF film exhibition on our Design Street. The Just Film, which occupies the ground floor atrium of the centre during the festival, offers exciting programmes for children and teenagers, bringing youthful energy to the building. The PÖFF opening and closing ceremonies are also held at the Alexela Concert Hall in Solaris. Since PÖFF has been held in Solaris since its inception (initially in the Sakala Centre), we’ve gained the prestigious reputation as “PÖFF’s home.”
Share a memorable PÖFF moment!
I remember being in high school, and PÖFF was then held in the Sakala Centre, though with a very different ticketing system. My classmate and I skipped school to catch the first film in the morning and stayed in the same seats until evening. We watched at least three films back-to-back since no one asked us to leave between screenings.
What are your and Solaris Centre’s dreams regarding PÖFF?
First of all, we’d like our partnership to continue for many more years. It could grow to be deeper and more creative; for example, we could plan activities around the festival’s themes. If PÖFF focused on mental health next year, Solaris could amplify this theme by incorporating it into our services. This could include book presentations with relevant themes at our bookstore, depression-reducing food options in our restaurants, sharing theme-related messages in our social media, or even setting up a therapy booth in the centre.
Solaris could become even more ‘PÖFF-centered’, hosting not only screenings but also meetings with directors and actors. Why not create a gallery of handprints from directors or artists who have participated in PÖFF on Solaris’s walls?
What film would Solaris itself inspire?
The film would have a touch of Stanley Kubrick's layered storytelling, blended with David Lynch’s surrealism and hidden meanings, along with Andrei Tarkovsky’s reflections on life and time. This genre doesn’t yet have a name. The main character wouldn’t have a straightforward interpretation, and the story would delve into quests, saving the world, and battling memories or the past. This would be Solaris through the eyes of PÖFF’s more discerning audience.
For those seeking a simpler entertainment, a Solaris-inspired film might tell the story of people finally realising they’ve been misled for years, thinking that material possessions don’t make you happy, that you must follow your diet, and that entertainment is only allowed once work is done.
The film would suggest that, actually, possessions do make you happy, and items bought at Solaris make you even happier. You can eat whatever you crave, and there’s nothing you can’t find at Solaris. And naturally, nurturing your spirit with books, films, and music should come before obligations, because the point of being human is continuous cultural growth. But, of course, that would be not a film but an obvious ad!