We examine book trailers as a new form of advertising in the book industry (on the example of «Eugene Onegin»). Following some critics and scholars, the author proposes to consider book trailers to classic books as consolidation of «labels» to which the mass perception of the famous fiction is reduced. From this perspective, book trailers not only become some kind of «media products» intended to generate interest in the book among the new «media» (visually oriented) generation of students, who have to be acquainted with the classical text, but at the same time they represent «the formula of the text» (or even the formula of the writer), thus becoming the material for the analysis of classical works in the historical and functional aspects.
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