A joint study conducted by a leading digital television media group and the Modern Media Institute examined what Russians across generations view as iconic in film and television. The research identified a list of titles that resonate most deeply with people born in different eras, highlighting a shared cultural vocabulary while also revealing distinct preferences. The study also included a catalog of television series that are held in cult esteem by different cohorts, underscoring how long-running narratives can cross generations while adapting to changing tastes.
The findings were released during a national creativity week held in Moscow, where participants were invited to name the top three movies, TV programs, and individual characters that symbolize their generation. The researchers then compiled a recognition index based on the frequency of mentions, using this data to map how strongly each title is associated with a given generation. The process clarified where tastes converge and where they diverge, offering a snapshot of evolving cultural memory in contemporary Russia.
Among the most notable results, the films of director Alexei Balabanov, particularly the two-part sequence known as the Brother diptych, stood out as cult favorites for generations X and Y. For Generation X (roughly those born between 1963 and 1982) and Generation Y (roughly those born between 1983 and 1997), these titles ranked at the top, signaling a lasting impact on how these age groups perceive urban life, friendship, and resilience in post-Soviet settings. For Generation Z (born from 1998 to 2009), the Harry Potter series emerged as the leading cultural touchstone, illustrating how global fantasy franchises can vie for local cultural primacy among younger audiences. Yet the Brother films also made the Generation Z list, indicating a cross-generational appeal that persists even as new stories take root in younger minds. In the Generation Z rankings, both the Balabanov films and popular adventure epics shared a tenth position with a well-known swashbuckling franchise, suggesting a broad and inclusive sense of what counts as culture among youth today.
In addition to Balabanov’s cinematic contributions, the Generation X cohort recognized a wider set of films that shaped the era: Moscow Does Not Believe in Tears, The Irony of Fate or Enjoy Your Bath, Diamond Arm, Love and Pigeons, Officers, Ivan Vasilievich Changes Profession, Office Romance, Seventeen Moments of Spring, and Terminator. For Generation Y, the list extended to Terminator, Titanic, Avatar, The Lord of the Rings, Harry Potter, Fast & Furious, Diamond Arm, The Matrix, and the film titled Operation. In parallel, the younger generation’s cult lineup included Fast & Furious, The Avengers, Fight Club, Titanic, 1+1, The Green Mile, Avatar, and The Lord of the Rings. The diversification of titles across age groups reveals how different kinds of storytelling—comedy, action, romance, and science fiction—coexist within the broader cultural fabric.
The study’s broader implication is that what counts as a cult favorite is not fixed by era alone but shaped by shared experiences, nostalgia, and the social conversations that accompany each generation. The results illustrate a dynamic cultural ecosystem where certain works become shorthand for collective memory, while others capture the imagination of newer cohorts as their world evolves. The research team emphasized that these patterns help explain how cultural references travel across generations, sometimes with surprising consistency and other times with fresh reinterpretations.
Overall, the survey highlights a layered portrait of taste in contemporary society. It shows how iconic films and beloved TV series can anchor memory for some while serving as a bridge to newer, global phenomena for others. The interplay between local cultural markers and globally recognized franchises underscores the way entertainment can both reflect and shape national identity across Canada, the United States, and beyond. The findings offer a fertile ground for marketers, educators, and media producers seeking to understand audience affinities, craft relevant content, and engage diverse generations with authenticity and insight. At the heart of the study lies a simple insight: people connect with stories that speak to their experiences, even as new voices enter the cultural conversation and redefine what it means to be truly iconic. [Citations attributed to the study authors and presenting institutions provide context for these conclusions.].