Promotion of Russian Movies and TV Series among Generation Z Audiences

Student: Zhmurovskaya Kseniya

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2024

Generation Z is currently going through a period of formation - some of its representatives have already formed as individuals and economic actors, while others are just growing up. In the context of promoting film products that are also aimed at young audiences, film producers need to understand how to establish contact with such audiences and how to attract their attention to their projects. Semi-structured interviews with representatives of the film industry and zoomer viewers gave insight into both the current ways of forming communication strategies aimed at young viewers and the specifics of young audiences in media consumption. With the use of the online survey, it was possible to extrapolate the data obtained to a wider sample and identify the most relevant communication channels and tools for the zoomer audience.

Full text (added May 21, 2024)

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