NMG presented a map of films with a social impact

On July 17, as part of the Russian Creative Week, the National Media Group (NMG), together with the Platform CSP, presented the results of the study "Cinema as a Tool for Social Change", a project dedicated to studying the social impact of Russian films and TV series.

The study showed that Russian cinema has become a daily practice for the majority of viewers. 82% of respondents watch domestic films and TV series regularly, while 54% of viewers watch mostly Russian content.

At the same time, 88% of viewers consistently rate the level of Russian cinema highly, recognizing its role in shaping the cultural code.: 75% agree that cinema strengthens the connection with Russian culture, 73% believe that it helps to understand the history of the country, and 68% say that it causes pride.

At the same time, audience expectations are changing. Today, viewers are increasingly looking for movies not only for entertainment, but also for an opportunity to reflect on important social issues. The statements "cinema should raise important topics" and "cinema should broaden horizons" received the highest marks — 8.8 points out of 10. For viewers over the age of 25, the social significance of a film becomes more important than its entertainment function.

One of the interesting observations of the study was the relationship between the popularity of the film and its social impact. The data show that for the Russian audience, two prevailing models of perception of cinema are still emerging. On the one hand, there are entertainment projects with a wide coverage (up to 50%), but with an average social impact (the impact index is about 30). On the other hand, there are more serious and in—depth works that find a strong response from the audience (the influence index is 61), but so far they cover a narrower audience (about 7%).

At the same time, there remains a significant free zone between these poles: there are few films that would be both light in form and significant in influence in mass perception. Additionally, the study showed that the average rating of a movie or TV series on online platforms and its social impact are almost unrelated. A high rating on a website does not always mean a strong social impact, and vice versa — quiet, chamber works can leave a deep mark on those who have seen them.

Experts also note that genre packaging (comedy, romance, family movies) lowers the barrier to complex topics and allows the social message to reach the audience.

The top 10 films/TV series with a social impact in 2026 included:

• "Get on your feet"
• "Lilies of the Valley-2"
• "August"
• "The Beauty"
• "Blood type"
• "Yura was here"
• "Hello to my husband"
• "You're driving me crazy"
• "To Grandpa's village"
• "Legends of our ancestors"

These works share one principle: they make visible those who are usually overlooked, and show honest stories based on real experiences.

The study revealed a curious pattern: the selected films share one principle — they display people and situations that most often remain behind the scenes.

The request to expand the "norm" in cinema is particularly significant: the majority of viewers perceive characters with physical features, mental disorders and chronic diseases neutrally or positively, regardless of their role in the plot. For social cinema, this is a direct indication of a niche: a film where the theme of the character's features does not become a plot "crutch" has every chance of acceptance.

However, the audience quickly gets tired of the hype. Experts identify several systemic barriers that hinder the social effect: an artificial hero designed for an institutional order; mechanical hyperinclusion, when a character with a feature exists in the film not as a person, but as an illustration of an idea; mentoring tone, when ready-made answers and direct explanations provoke a defensive reaction from the viewer.

The study confirmed that cinema influences values and actions (85% of viewers are sure of this), but the effect is delayed and cumulative. Watching together becomes an important factor: movies that are watched with loved ones have a 15% higher behavioral effect. It is in the conversation after watching, in the clash of interpretations, that the real work of meaning takes place.

"Cinema has a unique ability not only to reflect social processes, but also to become a part of them. It helps to see the world through the eyes of another person, creates empathy and becomes a starting point for important conversations. The new research is a guideline for the entire industry, which will help to better understand the audience's request and create projects that can simultaneously be in demand, relevant and significant to society," said Svetlana Balanova, CEO of NMG.

The study was conducted in May 2026. 2,000 respondents over the age of 18 took part in the survey. In addition, 15 expert interviews and two expert sessions were conducted with experts in the field of film production, NGOs.

The full version of the study is available here.

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