The Center for Social Research “Platform” with the support of the National Media Group presented the next annual rating of films with high social effect, consisting of films released in 2023.

Russian movies are watched more frequently.

The Russian film industry has made a leap forward over the past few years, gaining the respect and attention of its audience. 94% of Russians in 2024 positively assess the quality of Russian film content (high+medium). Over the past year, this indicator has grown by 6 pp. The indicator of those who rate the quality of Russian cinema very highly has grown by 26 p.p. over the past three years.

Domestic film production has become more frequently favored. This has been influenced by the availability of Russian film content thanks to online cinemas, as well as the consistency of the values conveyed with the viewer's perception of the world and the diversity of themes: from light family comedies to historical films with patriotic values.

Leading films in the social impact rating.

The analysis of the 33 films of 2023 with the highest social impact identified a number of trends in themes, among which teenage topics, domestic violence, search for the self and the common man heroism.

It is these trends that formed the basis of the stories of the rating leaders. Among them are “The Doctor”, “Russkiy Krest”, “The Boy’s Word. Blood on the Asphalt”, “Vyzov” and ‘Troubled teens-5’. The top 5 are united by a significant social impact and a wide audience of viewers.

The rating also highlighted three leaders in terms of social impact on a narrow audience: “The Edge of the Broken Moon”, “Hello, Mom” and “Sama Vynovata?”.

Also included in the rating are: “Healthy Man,” ‘Yura the Wiper,’ ‘Snowbird,’ ‘To You and Me,’ ‘Centaur,’ ‘Cicadas,’ ‘Lord of the Wind,’ ‘The White List,’ ”In the Sun Along the Rows of Corn.” “Lunatics”, ‘Nuremberg’, ‘Can't Wait’, ‘Air’, ‘Kretsul’, ‘Volunteer Playlist’, ‘Rabies’, ‘Contact 2’, ‘Cool Change’, ‘Cyber Village’, ”Peace! Friendship! Chewing gum!-3”, ‘Breathing’, ‘Passion for Matvey’, Plaksa, ‘Mediator-3’, ‘1993’.

Viewers want to see not only discussion of social problems, but also examples of their solution.

67% of respondents believe that cinema should purposefully change people and society, develop positive values, and provide role models of behavior. More than half of the respondents believe that cinema with a social impact has a favorable effect on changes in society.

The audience has expressed a request to find a “hero among us,” as stories about an ordinary person who shows heroism due to circumstances resonate with them. Films with such a plot allow the viewer to feel like a hero and give faith in the best in people.

It is noted that every year there is a growing interest in three themes in cinema: to value family, parents, children, friends (49%); to be patriotic, to love and be proud of one's homeland (37%); to give up bad habits that affect the quality of life and health (26%).

The older generation responds more to a positive agenda in movies with social impact. 51% expect such projects to give them a mental uplift. The same number of respondents prefer the feeling of sympathy and compassion from watching a movie.

10% mention injustice, 9% surprise and 8% shame. For the most part, it is young people who expect such emotions from movies with social impact. However, the deep drama in movies with social impact tends to have less impact.

However, both generations are brought together by the demand for real stories and ease of storytelling. It is important not just to highlight a problem, but also to demonstrate a solution. These factors increase the emotional permeability of the story, and this, in turn, increases the social impact of the movie.

Svetlana Balanova, CEO of National Media Group:

“NMG conducts an annual study of socially transformative cinema to better understand the demand of its audience. We see that there is a very clear request for it. We try to convey such important themes as family values, friendship, love and respect for our country in clear and emotional language through talented stories. It is very important for us not only to respond to the current demand of our viewers, but also to anticipate the topics that will concern them tomorrow, which will allow us to continue to develop socially transformative content on the Russian market”.

The research was conducted in February-April 2024. The survey involved 1,400 respondents over the age of 18 and 50 experts in film production. The survey included 10 in-depth interviews with experts and 2 focus groups with viewers to rank the top 33 Russian films with a socially transformative effect. Each respondent assessed the impact of the film on the viewer - from emotional involvement to an incentive to change behavior. Ranking was formed based on the respondents' answers, consisting of the average rating of the work on online platforms, which means wide reach, and the film's impact index.