Pr The Lovćen Film Service stated that it had given the billboards to promote a documentary film about the state census.
"Regarding the allegation of misuse of advertising, we point out that Lovćen film, as the owner of the cinema in Budva, was approached by a Montenegrin NGO with a request in order to promote its documentary film, the premiere of which is planned in Cadmus Cineplex. The film has, for the first time, an independent and thorough processing of the national census planned for this year, which is completely in line with the cinema's mission. The fact that Gojko Raičević, the most famous fighter for freedom of the media in Montenegro, who personally went through Golgotha because of his views, is signed as the author of the series and of the appeal to us, does not allow us to take our little support for his documentary series lightly, but we must persevere. in support of the film and the seventh art as a means of promoting freedom in this case," states the response signed by the PR department of Lovćen Film.
Considering that the promotion of good domestic films and projects is one of the most important tasks of the cinema, as they stated, we easily approved this request of the independent sector as we will do in the future.
"We want to express the opinion that it is disastrous for our society that many "free citizens", even the so-called independent media in advance, i.e. before watching a film or any other work, condemn what they have not seen because they do not like the subject or even the author. This is also the case here, and it is anti-democracy in every vocabulary, and we can freely say it is also an introduction to fascism. We believe that this is by no means the way our society should go. Finally, we must underline that all the other statements in the text: "Budva is plastered: It is not Montenegrin, if it is not Serbian" are untrue because they are completely misleading the public that the billboards are owned by the Municipality of Budva because they are not. It is also untrue that by deleting billboards for purely political reasons, the written agreement on the long-term use of them can be changed, which is based on the valid decision of the Budva Municipal Council and so on. It is untrue that a dispute was initiated by Mediteran reklama d.o.o. because the dispute does not exist. It is also untrue that the contract is being violated, and this is a provisional and tendentious claim by the journalist because the action is the promotion of a documentary film," the PR service stated.
They claim that it is not true that the billboards were "illegally placed", because, on the contrary, they were placed exactly on the orders of Mediteran reklama doo.
Lovćen film doo will continue to work in the same, free and transparent way in the future, as it has always done so far.
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