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All activities within the framework of the advertising campaign demonstrated the expansion of experience and impressions from the new interpretation of the "Master and Margarita". - In the TV commercials, we invited actors Yuri Kolokolnikov (as Koroviev) and Polina Aug (as Gella) to "revive" the characters of the novel. Dmitry Nagiyev finds himself on the Patriarchal ... and not alone, but together with the heroes of Bulgakov's novel. Dmitry, a fan of The Master and Margarita, was so inspired by the new film adaptation that his favorite characters - Koroviev, Gella and the cat Behemoth – literally began to follow him everywhere. Leonid Yarmolnik, Dmitry Nagiyev's friend in the plot, also became the hero of the campaign, as he played in the film adaptation of Dr. Stravinsky and voiced an audiobook exclusively available in the book service Stroki. To expand the experience of immersion in the Master and Margarita, we did not limit ourselves to classical communication formats. They also offered an "expanded experience": from a mystical apartment on the Patriarchs to playlists based on the characters of the film, creating a kind of new reality.