At the Moscow International Film Festival the best film of the Competition is traditionally awarded the People’s Choice Award. This is the only award of the festival, which is dependent on the preferences of ordinary viewers. Sometimes the opinions of grand jury and the one of the audience match. For example, in the 2010 Main Prize “Golden George” for the best film was given to the film «Hermano» / «Brother» (director Marcel Rasquin). Also this movie was awarded People’s Choice Award. During the past five years Internet portal "ProfiCinema" has been a partner of People's Choice Award.

At 35 MIFF the award is going through the important changes. Since 2013 the director of the winning film will be awarded a special prize - "The key to the hearts of the viewers" made by Russian craftsmen in the art molding technique.

Nina Romodanovskaya, editor-in-chief of the Internet portal "ProfiCinema": 
«This year we decided to accompany the official diploma of the festival with a valuable prize - "The key to the hearts of the viewers" which is cast in bronze. It’s a symbol that truly reflects the essence of the award. This means that the filmmaker has made the most audience-oriented film of the festival.
It’s important for us that the award should be made in the traditional Russian folk art casting technique but at the same time look original. After considering many options - from traditional dolls to lacquer miniatures, the choice fell on the art of art casting, which is one of the attributes of the Russian cultural heritage, which is perhaps not very well known over the world. The result is very symbolic».

Since last year «ProfiCinema» has began to accompany the festival's official diploma with certificate for holding the marketing campaign of the film at the portal. This year portal «ProfiCinema» will also award the Russian distributor of the winning film giving that company a certificate for marketing support to the project.

«Unfortunately the festival films, even winning a prize does not always reach the viewer. We hope that our efforts will ease that path» - says Nina Romodanovskaya. 

Films won the People’s Choice Award at the MIFF for the last five years:

31 MIFF. «Mała Moskwa» / «Little Moscow», director Waldemar Krzystek, Poland
32 MIFF. «Hermano» / «Brother», director Marcel Rasquin, Venezuela (film got both People’s Choice Award and Main Prize “Golden George” for the best film).
33 MIFF. «Montevideo, Bog te video», director Dragan Bjelogrlic, Serbia. 
34 MIFF. «Magnificent Presence» / «Magnifica Presenza», director Ferzan Özpetek, Italy.