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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

At the same time, cinematography can by no means be called a "technical" art. Man's primordial need for a figurative understanding of reality gave birth to this mass form of art. Cinema is synthetic in nature, it combines elements of literature, theater, painting, music, choreography. That is why cinematography operates with many expressive possibilities borrowed from other forms of art. At the same time, cinema has its own specific means and techniques, in particular: perspective (angle of view of the film camera), change of plans (general, medium and large), montage, which combines individual frames in a logical sequence and makes it possible to convey the emotional and psychological tension of the episode.

A special place in the book is occupied by a purely theoretical approach to the phenomena of Ukrainian cinema offered by V. Horpenko. The author considers the history of cinema as an architectural typology, focusing on the analysis of a variety of types, genres, stylistic directions, on the transformation of life observations into specific, concrete forms of artistic works. Studying the director's score of various screen works based on their genre and stylistic features, the author singles out separate systems of language production in cinema - epic, lyrical, lyrical-epic and dramatic, seeing in their manifestation and interaction in specific screen texts the key to creating a scientific history of cinema.