The Use of Transmedia Storytelling in Films and TV Shows' Promotion in Russia of 2016-2017

The popularity of media platforms and social networks, technological progress in the production, distribution and consumption of content and, as a result, the interaction of television and the Internet have led to a change in the behavior of the audience. In order for a person to want to consume a product (film or television project), creators need to create new ways of communication and attracting attention. Transmedia Storytelling, or the transmedia narrative, gives this opportunity, as they represent a model of involving with storytelling - a powerful tool that has been used for a long time by Internet media both in the West and in Russia. The purpose of this study was to identify the transformation of the concept of Transmedia Storytelling and describe new ways of integrating Transmedia Storytelling into the PR campaign of TV and film projects. The study contains analysis of Russian transmedia film and television PR campaigns for 2016-2017 and expert interviews with a production group responsible for the creation and promotion of television and film projects; Materials have been studied on the transformation of Transmedia Storytelling in different contexts since its inception. This work can be the basis for a more detailed study of the technology development of Transmedia Storytelling in the field of television and cinema, as technological opportunities and discoveries change literally every day, transforming our understanding of reality, customer opportunities and interaction with your favorite content.