Khitrovka - Online Quest For Film Theatrical Release

Objective

Mosfilm launched an interactive web quest to promote the theatrical release of 'Khitrovka,' immersing audiences in the film's narrative world ahead of its cinema debut. The campaign aimed to generate interest by inviting players to experience the film's atmosphere, characters, and locations through an investigative gameplay experience hosted on Woman.ru. Hosting the quest on Woman.ru gave Mosfilm instant access to the portal's existing readership without additional traffic-acquisition spend.

Solution

Players engaged in a murder mystery investigation by selecting a character, navigating film locations, conversing with characters, and collecting evidence to solve the case. Each character offered a different angle on the story and unlocked different dialogue options, and the final verdict depended on how thoroughly players had explored all locations and pieced together the clues. The quest featured dialogue branching, scenario progression tracking via a backend API that delivered dynamic content, and integrated social sharing functionality across VK, Telegram, and Odnoklassniki. On completion, players reached a results screen featuring the film's trailer and a direct link to buy tickets. The web-based game was developed over two weeks in partnership with Hearst Shkulev Media, combining character selection mechanics with location-based storytelling and evidence collection systems, and was designed to be completed in about five to seven minutes.

Results

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