Аннотация: In the context of declining trust in traditional advertising, collaborations between commercial brands and cinema are becoming an effective tool for mutual promotion. The theoretical foundation of the study is based on the concept of brand perception psychology in cinema and the Product Placement Fit model. Based on the analysis of Russian cases («Cheburashka», «The Flying Ship», «Finnick 2»), key mechanisms of effectiveness are identified: trust transfer, creation of emotional experience, and reverse product placement. The analysis of Russian case studies indicates the effectiveness of these collaborations: the box office success of films is accompanied by large-scale licensing programs. The practical significance of the study lies in the systematization of tools and the identification of criteria for successful collaborations.