Movies and TV shows will be based on continuous monitoring of target audiences’ interests and preferences. Not only will viewers get to vote on the project, theme, and genre, but also advise screenwriters and directors about plot devices and finales. As a result, Russian cinema and TV will improve. Yet film and TV products will be unprofitable if there is no tie-in with the video game, literature, and comic book industries, as well as consumer goods. The creators of "umbrella brands"—authors, screenwriters, and filmmakers will set trends in the world of fashion and consumption. Everyone will want a superhero car or a handbag like a movie heroine. The author expresses the hope that hard sci-fi will once more become the dominant genre in cinema and literature.