The Promotion Strategies of Russian Patriotic Movies on Russian Cinema-Market

In the light of recent political events in Russia and abroad, the conception of patriotism has become one of the key issues in the public discourse. The concept of patriotism as an ideological value was rethought for many times in history, and its place in national identity is still a subject of controversy and debate in different scientific disciplines such as history, ethnology, sociology and political science. Nowadays, the feelings of patriotism and pride for one's country are being inculcated to citizens of some countries from an early age: special disciplines of patriotic education are being introduced in general education schools; the measures to maintain and disseminate patriotic values among the population are being discussed on the state levels. That is why the patriotic thematic has appeared in mass culture, particularly in cinematography. This paper studied the conception of patriotism in Russian and American films and investigates the mechanisms, that respond to the patriotic demands of young audience in the content of the movies and its promo campaigns.