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National Media Group and CSP "Platform" have summarized the results of their annual rating of films with high social impact. Based on the results of 2024 and Q1 2025, the top 3 film products with high social impact and high viewership were led by the series: "Lily of the Valley. Such Tender Love," "The Highway," and "Mutual Consent-2." At the same time, 90% of Russian viewers positively evaluate the quality of Russian cinema overall.
Top 10 leaders in social impact: from "Lily of the Valley" to "Overheard in Rybinsk"
A total of 33 films and series were included in the rating, which have high viewing coverage while addressing socially significant topics. The top ten leaders were:
"Lily of the Valley. Such Tender Love." It became the leader in emotional engagement: 52% noted "feelings of joy" and "bright feelings," 44% – "hope," 33% – "fun and laughter," 32% – "inspiration." 72% believe that the series "makes you think, changes perspectives," 79% – that it addresses significant social problems;
• "The Highway";
• "Mutual Consent – 2";
• "Daddy's Daughters. New";
• "The Unfaithful";
• "Chemistry Between Us";
• "Manyunya: the Adventures";
• "Curious Varvara";
• "Crybaby 2";
• "Overheard in Rybinsk."
Russians value meaning and honesty in cinema
Modern viewers increasingly seek not only entertainment but also meaning in cinema. 65% of Russians prefer to watch films and series that contain a social message. 68% of respondents admitted that at least once a Russian film made them take a new look at important life questions.
At the same time, 90% of viewers positively (highly + moderately) evaluate the quality of Russian cinema overall, while experts note the stabilization of film and series quality.
The top 5 current social themes that should be covered in cinema, according to viewers, include:
• patriotism and military themes. Potentially interesting topics here include military actions, heroism of participants, adaptation of people with front-line experience to everyday life, life of people in new territories during the SMO, families of SMO participants, history of new territories;
• inadmissibility of violence and bullying;
• moral values: goodness, respect;
• family values and child-rearing;
• addictions and harmful habits.
At the same time, the key condition becomes not so much the choice of theme itself, but its presentation: it's important for viewers that complex issues are presented honestly and without moralizing; seriously but not heavily; emotionally and without manipulation.
Interestingly, honesty became the key demand for viewers: truth about life without embellishment and fear, simple stories about ordinary people.
Fairy tales and fantasy – socially transformative content in an imaginary world
Modern fairy tales and fantasy films, such as "Fire Fox," "One Hundred Years Forward," and "Bremen Musicians," are becoming an important tool for socially transformative impact through the lens of a fictional world. Drawing on deep archetypes and basic cultural code, these films effectively convey important social ideas to viewers, using the educational function of the genre and family format, which allows reaching different audiences.
Svetlana Balanova, CEO of National Media Group:
"Russian cinematography today is not just entertainment, but a powerful tool for social change. Our research confirms: viewers expect from cinema not only bright emotions, but also deep meanings capable of inspiring, uniting, and even changing life for the better. It's important to understand that socially transformative content has ceased to be niche – it penetrates mass genres, from comedies to fantasy, and this is a trend that sets new standards for the entire industry."
The study was conducted in April 2025. 1,600 respondents over 18 years old and 20 experts in film production and NGO representatives participated in the survey. As part of the research, 2 focus groups were conducted with viewers over 18 years old and teenage viewers (from 12 to 18 years old).
The full version is available at the link: https://nmg.ru/upload/documents/rayting-kino.pdf
Top 10 leaders in social impact: from "Lily of the Valley" to "Overheard in Rybinsk"
A total of 33 films and series were included in the rating, which have high viewing coverage while addressing socially significant topics. The top ten leaders were:
"Lily of the Valley. Such Tender Love." It became the leader in emotional engagement: 52% noted "feelings of joy" and "bright feelings," 44% – "hope," 33% – "fun and laughter," 32% – "inspiration." 72% believe that the series "makes you think, changes perspectives," 79% – that it addresses significant social problems;
• "The Highway";
• "Mutual Consent – 2";
• "Daddy's Daughters. New";
• "The Unfaithful";
• "Chemistry Between Us";
• "Manyunya: the Adventures";
• "Curious Varvara";
• "Crybaby 2";
• "Overheard in Rybinsk."
Russians value meaning and honesty in cinema
Modern viewers increasingly seek not only entertainment but also meaning in cinema. 65% of Russians prefer to watch films and series that contain a social message. 68% of respondents admitted that at least once a Russian film made them take a new look at important life questions.
At the same time, 90% of viewers positively (highly + moderately) evaluate the quality of Russian cinema overall, while experts note the stabilization of film and series quality.
The top 5 current social themes that should be covered in cinema, according to viewers, include:
• patriotism and military themes. Potentially interesting topics here include military actions, heroism of participants, adaptation of people with front-line experience to everyday life, life of people in new territories during the SMO, families of SMO participants, history of new territories;
• inadmissibility of violence and bullying;
• moral values: goodness, respect;
• family values and child-rearing;
• addictions and harmful habits.
At the same time, the key condition becomes not so much the choice of theme itself, but its presentation: it's important for viewers that complex issues are presented honestly and without moralizing; seriously but not heavily; emotionally and without manipulation.
Interestingly, honesty became the key demand for viewers: truth about life without embellishment and fear, simple stories about ordinary people.
Fairy tales and fantasy – socially transformative content in an imaginary world
Modern fairy tales and fantasy films, such as "Fire Fox," "One Hundred Years Forward," and "Bremen Musicians," are becoming an important tool for socially transformative impact through the lens of a fictional world. Drawing on deep archetypes and basic cultural code, these films effectively convey important social ideas to viewers, using the educational function of the genre and family format, which allows reaching different audiences.
Svetlana Balanova, CEO of National Media Group:
"Russian cinematography today is not just entertainment, but a powerful tool for social change. Our research confirms: viewers expect from cinema not only bright emotions, but also deep meanings capable of inspiring, uniting, and even changing life for the better. It's important to understand that socially transformative content has ceased to be niche – it penetrates mass genres, from comedies to fantasy, and this is a trend that sets new standards for the entire industry."
The study was conducted in April 2025. 1,600 respondents over 18 years old and 20 experts in film production and NGO representatives participated in the survey. As part of the research, 2 focus groups were conducted with viewers over 18 years old and teenage viewers (from 12 to 18 years old).
The full version is available at the link: https://nmg.ru/upload/documents/rayting-kino.pdf