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This article is devoted to the scientific classification and analysis of Russian impact content in the context of contemporary film marketing strategies. Impact content, aimed at producing social influence, is gaining particular relevance in the era of digital media expansion and growing public demand for socially meaningful formats. Based on an analysis of 37 Russian films released between 2020 and 2024, the study explores key classification criteria: content type, genre, thematic orientation, audience value focus, and marketing potential. The author identifies the dominance of fiction films, the prevalence of comedy and family drama genres, an emphasis on cultural and social themes, and the predominance of mass and socially partnered distribution channels. The article substantiates the necessity of a differentiated classification system for impact content that considers the specific features of the Russian film industry. Using content analysis and semiotic interpretation methods, the author proposes a tool for further research into positioning and promotion strategies of socially oriented cinematic products. This study may be of interest to professionals in the fields of creative industries, media planning, cultural policy, and the sociology of culture.
film marketing, impact content, promotion, target audience, positioning, audiovisual work
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