Features of creating viral content within the framework of film preferences in Russian cinema

Abstract

This article investigates the effectiveness of viral content creation using Russian cinema as an example. The aim of the study is to identify the key factors influencing content virality and to analyze existing methods for creating viral content. The study utilized qualitative and quantitative methods, including a survey on specialized online platforms and interviews using the semantic differential method. Key findings include: pressing social issues are the most engaging topics for Russian viewers; plot and characters are the foundation for creating viral content; catchy phrases play a significant role in the spread of viral content; and word of mouth is the dominant method of spreading information about films among Russian users. The study emphasizes the importance of considering cultural values, trends, and audience demands when creating viral content in Russian cinema. Companies should focus on contemporary values and trends, create engaging characters, and include elements in the script that can generate active discussion among viewers.