Dynamics and mechanisms of transformation of cinema communications in modern mass media

The article examines modern trends and mechanisms of transformation of film communications in the context of mass media. The relevance of the topic is due to the rapid development of digital technologies and Internet platforms that significantly affect the methods of creation, distribution and perception of audiovisual content. The novelty of the study lies in identifying the main factors transforming the usual models of film distribution, as well as in considering the involvement of the audience through social and online channels. The work describes the features of the interaction of the film industry with the web environment, studies content formats focused on individualized or mass viewing. Attention is paid to the changing role of theatrical screening and the growing importance of streaming platforms. The work aims to determine the characteristic features and trends of the digital restructuring of the film process. To solve this problem, methods of comparative analysis and generalization of data obtained from scientific sources are used. The conclusion indicates the development prospects and notes the need for professional standards. The article will be useful for specialists in the field of cinema, mass media, advertising and PR.