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The concept of film genre began to take shape with the establishment of the Hollywood studio system. It helped systematize the production of films and facilitated their promotion to the market. Each studio specialized in the production of films of a certain genre: Paramount Pictures produced comedies, Universal Studios - horror films, Metro-Goldwyn-Mayer - musicals, etc. At the same time, some directors and actors began to associate the audience with specific genres of movies: director Alfred Hitchcock — with thrillers, Jeffrey Ford — with westerns, Douglas Sirk — with melodramas, Wes Craven and Lamberto Vava — with horror films, John By — with action films , Roland Emmerich — with disaster films.

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Yuriy Shevchuk, founder and director of the Ukrainian Film Club of Columbia University, in his article " Language in the Modern Cinema of Ukraine", described this phenomenon as follows: "Ukrainian film aphorisms were included in the Russian collection "Flying Phrases and Aphorisms of the National Cinema" entirely according to the logic of colonialism, becoming a fact of imperial culture . Thus, a change in language causes a change in the national identity of a cultural product. Ukrainian film aphorisms, like entire films translated into Russian, ceased to belong to the people who created them, and became Russian not only for Russians, but also in the minds of Ukrainians themselves."

Despite the crisis of the US economy in the 1930s, the American cinematography of this period experienced the highest rise and prosperity - its "golden age". The viewer wanted to watch movies more than ever. This unexpected, at first glance, situation was explained quite simply. Along with exquisite elitist paintings by J. Ford (1895-1974) "The Grapes of Wrath", "Young Mr. Lincoln", W. Wyler (1902-1981) "The Dead Corner", "The Foxes", O. Wells (1915-1985) " Citizen Kane", which admired for its innovation in the field of drama, in the system of expressive means, stunned with its psychological depth and social significance, commercial genres are becoming widespread: gangster films, horror films, melodramas, musicals, westerns, etc. So, American cinema of the 1930s performed a certain compensatory function, distracting the viewer from life's problems.

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The cinema of independent Ukraine becomes the object of research by I. Zubavina. It must be said that the author set himself a difficult task: the material, one might say, is still pulsating, having "not stood up" in numerous studies. But the author decently overcomes these difficulties, singling out the most noticeable and expressive tendencies manifested in film productions created at domestic studios. I. Zubavina observes how the breath of time changes the aesthetics of national cinema, how painfully these changes sometimes occur, but the author does not doubt their regularity and necessity.

The slogan "Trade goes for cinema" appeared in the 20syears of the last century, that is, it is possibleto say, along with Hollywood. Together with a ticket tomoviegoers bought not only the film, but alsoadvertising of goods, which he then toowillingly bought, ideas, way of thinking . Nothing since thenhas changed: the viewer pays exactly the same for advertising, for ideas, forway of thinking . Hollywood is notonly it does not so much reflect reality - it mostly shapes it. Invention of the Lumière brothersproved to be an excellent weapon in the hands of those who 100years ago applied toCalifornia, to there, into an unremarkable town where it is forbidden to drive more than200 cattle, start a new oneera of civilization. Civilizations calledHollywood

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