NMG and CSP "Platforma" summed up the rating of films with high social impact

The National Media Group (NMG) and the CSP "Platforma" summed up the results of the annual rating of cinema with a high social impact. According to the results of 2024 and the first quarter of 2025, the top 3 film products with high social impact and at the same time with high coverage were led by TV series: "Lilies of the valley. Such a tender love", "Highway" and "Mutual Consent – 2". At the same time, 90% of Russian viewers positively assess the quality of Russian cinema in general.

Top 10 leaders of social impact: from "Lilies of the Valley" to "Overheard in Rybinsk". In total, the rating includes 33 films and TV series that have high viewership and at the same time touch on socially significant topics. The top ten leaders were led by "Lilies of the Valley. Such a tender love." He became the leader in emotional engagement: 52% noted "a feeling of joy" and "a bright feeling", 44% — "hope", 33% — "fun and laughter", 32% — "inspiration". 72% believe that the series "makes you think, changes your mind," 79% — that it highlights significant social issues; "Highway"; "Mutual consent – 2"; "Daddy's daughters. New"; "Infidels"; "Chemistry between us"; "Manyunya: Adventures"; "Curious Varvara"; "Crybaby 2"; "Overheard in Rybinsk".

Modern viewers are increasingly looking for cinema not only for entertainment, but also for meaning. 65% of Russians prefer to watch films and TV series with a social message. 68% of respondents admitted that at least once a Russian film made them take a fresh look at important life issues.

At the same time, 90% of viewers have a positive (high + average) assessment of the quality of Russian cinema as a whole, and experts note the stabilization of the quality of films and TV series.

In the opinion of the audience, the top 5 relevant social topics that should be covered in films include: patriotism and military themes. Potentially interesting topics here include: military operations, heroism of the participants, adaptation of people with front-line experience to everyday life, the lives of people in new territories during their military service, the families of participants in their military service, the history of new territories; the inadmissibility of violence and bullying; moral values: kindness, respect; family values and parenting; addictions and bad habits.

At the same time, the key condition is not so much the choice of the topic itself as its presentation: it is important for the viewer that difficult questions sound honest and without moralizing; serious and not hard; emotional and without manipulation.

Interestingly, the key demand for viewers was honesty: the truth about life without embellishment and fear, simple stories about ordinary people.

Modern fairy tales and fantasy films such as "The Fiery Fox", "One Hundred Years Ahead" and "The Bremen Town Musicians" are becoming an important tool for socially transformative impact through the lens of a fictional world. Based on deep archetypes and the basic cultural code, these paintings effectively convey important social ideas to viewers, using the educational function of the genre and the family format, which allows them to reach different audiences.

"Russian cinema today is not just entertainment, but a powerful tool for social change. Our research confirms that viewers expect from movies not only vivid emotions, but also deep meanings that can inspire, unite and even change their lives for the better. It is important to understand that socially transformative content has ceased to be niche — it penetrates into mass genres, from comedies to fiction, and this is a trend that sets new standards for the entire industry," said Svetlana Balanova, CEO of the National Media Group.

The study was conducted in April 2025. The survey involved 1,600 respondents over the age of 18 and 20 experts in the field of film production, representatives of NGOs. As part of the study, two focus groups were conducted with viewers over the age of 18 and teenage viewers (from 12 to 18 years old).