NATIONAL CINEMA BRANDING: MARKETING TOOLS FOR BUILDING THE REPUTATION OF RUSSIAN CINEMA

Abstract

The article is devoted to the study of marketing tools and strategies for building the reputation of Russian cinema as a national brand. Based on the analysis of modern scientific works in the field of sociology, economics and marketing of cinema, key features, successes and systemic problems of the industry are considered. Particular attention is paid to the contradiction between commercial and festival achievements, on the one hand, and the limited domestic market, financial inefficiency of many projects, as well as weak integration into the global cultural context, on the other. The work analyzed such aspects as the role of the state in supporting and promoting, the polarization of film production, international marketing tools (festivals, film markets, digital platforms) and the potential of cinema as a channel for the formation of national identity. In conclusion, an integrated approach to branding is proposed, including a structural transformation of financing, stimulating the creation of socially significant content, the development of cross-media franchises and the creation of a national operator for the export of audiovisual products. The results of the study indicate the need for synergy of state cultural policy and market mechanisms to build a stable and competitive reputation of Russian cinema on the world stage.