Is film the next big startup opportunity? Insights from the Film and Multimedia Accelerator panel at JobFair 2025

Last week, kood/Jõhvi JobFair brought together over 200 participants—young software developers, startup enthusiasts, film professionals, and technology sector leaders. One of the event’s highlights was the Film and Multimedia Accelerator panel, organized by the Tehnopol Startup Incubator, where experts discussed how IDA Hub is not just a film studio but a launchpad for technological innovation and startup growth.

The panel featured Teet Kuusmik (Ida-Viru Investment Agency), Madis Tüür (Münchhausen Film), Elina Dubova (Startup Estonia), and Aleksander Gansen (WOF Labs & Banana Conf), with Mihhail Komaško (ERR) moderating the conversation.

IDA Hub: More than a film studio

“All the offices, studios, all the extra businesses and companies that will be growing just because we have this complex here. It’s a great infrastructure for startups to come and test out their ideas straight away. Because they can come there, ask for the base, for the problems. They can get the real-life feedback. You, as a startup, or the one who wants to bring to life something that is really needed in the industry or that will solve the current problem of the industry, you get it. Just come to IDA Hub and make Ida-Virumaa great again,” said Teet Kuusmik, opening the discussion.

The film industry needs more than just great ideas—it needs a strong ecosystem

At this point, Mihhail Komaško steered the discussion toward the fundamental structure of the film industry, highlighting that enthusiasm and fresh ideas alone are not enough—experience and an established ecosystem are also essential.

“But, you know, I have finished film school. And I know something about the film industry. And I know that, especially when we speak about technologies, we must think not only about the brilliant minds. And actually, in our very modest country, we have a lack of people, a lack of minds. But we must speak about experience, years and years of experience, and ecosystem.”

He pointed out that the biggest players in the industry didn’t become leaders overnight—they built their foundations over a century.

“And if we look at the biggest producers in the film industry, for example, if we speak about the technical part, ARRI—it’s a German company that has produced the best cameras for the film industry since 1924. And all major film studios, American film studios, or European film studios, were established in the early 20th century. So, it’s 100 and more years of experience, ecosystem, knowledge, etc. But we don’t have such experience here in Ida-Viru.”

Madis Tüür: Now is the time for innovation

At this point, Madis Tüür took the floor, drawing parallels between the film industry and the startup world. He emphasized that Estonia already has experience working with international productions, including Hollywood films.

“If you think of filmmaking as a business, it’s very similar to the startup world. Every film is like a new startup – you have an idea, you look for investors, you assemble a team, you produce the product (in this case, a film), and then you have to bring it to market. And just like startups, films are highly risky – most of them don’t achieve great success, but those that do can be incredibly profitable and even reshape the market,” Tüür explained.

“The film industry is actually very conservative – every shooting day is extremely expensive, which means that technological experiments that could jeopardize production are rarely allowed. But on the other hand, when a major technological shift occurs, everything changes. The last big transition happened when the industry switched to digital cameras – and that was the moment when Estonia was able to jump in.”

“We didn’t have film labs, film stock, or production capabilities. We had to import everything, and it was costly. But the arrival of digital cameras changed the game. Even ARRI had to adapt to the new era, and at the same time, a new player emerged – RED, launched by… a sunglasses manufacturer! RED shook up the entire industry, and although ARRI eventually caught up, it proved that even smaller players can enter the market,” Tüür said.

He then stressed that IDA Hub should not try to copy Hollywood but instead find its own unique niche.

“There’s no point in trying to build another Hollywood – it wouldn’t be realistic or necessary. If Hollywood wants Hollywood, they will stay there. Our main opportunity is to offer something different. The Baltic states have their own strengths: our nature, industrial architecture, new technological solutions, and flexibility. We don’t need to aim for a massive studio that looks exactly like Los Angeles – we need to create something that Hollywood and other major film markets actually need,” he added.

“We already have experience working with international productions – Hollywood films have been shot here, and high-budget European co-productions have taken place in Estonia. This means we’re not starting from scratch; we already have industry connections and know-how. The question now is how we can utilize this potential even more effectively,”Tüür explained.

IDA Hub is not just an experiment – it works

At this point, Mihhail Komaško asked Aleksander Gansen whether IDA Hub is truly a sustainable initiative and if startups can find real opportunities here.

Gansen responded: “We have been testing the startup landscape in Ida-Virumaa for years now, and we see interest growing. This very place where we are sitting—just a few years ago, it was merely an idea, but now it’s a reality.”

According to him, IDA Hub is one of the first initiatives built on collaboration between strong organizations and real industry needs.

“The companies and experts behind IDA Hub have the experience and knowledge to achieve real results. We are not starting from zero—we already have technology parks, investors, and an active industrial sector to work with.”

He pointed out that previous investments in Ida-Virumaa have not always delivered long-term impact, but IDA Hub follows a different logic.

“I have seen several projects aimed at developing Ida-Virumaa, but often they have lacked a strong economic foundation and real market demand. IDA Hub is clearly designed to meet the actual needs of the industry, and there are already clients here looking for innovative solutions.”

“Additionally, IDA Hub does not rely solely on grants. The focus here is on a sustainable business model and a long-term strategy. That is what makes this initiative stronger than many previous projects.”

Elina Dubova: We are at the beginning of something big

Wrapping up the discussion, Elina Dubova emphasized that while the startup ecosystem in Ida-Virumaa is still in its early stages, it already has a strong foundation and a clear direction for growth: “The Ida-Viru startup ecosystem is still developing, but I truly believe we are at the beginning of something big. I see a future where Ida-Viru becomes a thriving and highly sought-after startup hub—especially in the multimedia and film industry. It will be a place where startups emerge, ideas are tested, and clients can access a full range of services tailored to their needs.”

What’s next? Bring your idea to life!

The Film and Multimedia Accelerator panel proved that innovation and collaboration in filmmaking are not just ideas for the future—they are happening right now.

Applications are open until March 16! If you have a team, a prototype, or an MVP, this is your chance to be part of Estonia’s first accelerator focused on film and multimedia innovation.

Our mentors and experts bring invaluable experience and global connections to help take your startup to the next level. Among them are: Tiina Lokk (Founder of PÖFF), Esko Rips (Producer, Nafta Films), Indrek Kasela (Angel Investor), Pelle Vellevoog (Film and Multimedia Production Expert), Katre Valgma (Marketing Director, Acme Film Estonia), Maarit Mäeveer-Eller (Founder, Votemo), Kaspar Kallas (Film and Multimedia Production Expert), Kaupo Karelson (Producer, RUUT), and Lev Dolgatšjov (Angel Investor).

IDA Hub connects film, technology, and business experts to provide you with the knowledge, contacts, and access to an international network that can take your startup global.

Apply now and take your startup to the next level!

The Film and Multimedia Accelerator is supported by Tehnopol Startup Incubator and co-funded by the European Union.