UICollectionViewCell custom subview doesn't receive focus

I created custom Poster view so it can be reused in multiple collection view cells (just like TVPosterView in TVUIKit). I add it directly to cell content view with all needed constraints.

The problem is when cell is focused this subview doesn't receive focus update (didUpdateFocus..) so I cannot customize it's focused / unfocused constraints etc. It's odd btw that image view inside is getting floating effect.

In case if I specify cell's preferredFocusEnvironments, the collection view delegate method didSelect not called!

Thanks in advance for any help!