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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

Such a significant phenomenon as Ukrainian poetic cinematography has been in the circle of scientific interests of L. Bryukhovetska for a long time. Perhaps, that is why the chapter written by this author is marked by special thoroughness and persuasiveness. Separately, it is worth noting the detailed filmography, which gives the chapter even greater scientific value.

A text dedicated to television (by I. Pobedonostseva) stands a little apart from the general picture. And yet its appearance seems quite logical in the general structure of the book. After all, today most of the films become the achievement of a wide audience precisely thanks to their demonstration on the TV screen. In addition, television makes it possible to introduce the younger generation to the heritage of cinematic classics. Essays are thought to be just the beginning. They will become the foundation of the publication, built on a systematic and consistent presentation and analysis of the processes and phenomena of domestic cinema.

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The essay devoted to the history of animated cinema belongs to O. Shupyk, the author of numerous articles and books about Ukrainian animation. Having chosen the historical-theoretical aspect of presenting the material, the author singles out the main periods of formation and development of domestic animation. Paying attention to the development of new genre and stylistic solutions, O. Shupyk emphasizes the dynamic development of this type of cinematography, the appearance in its aesthetic space of philosophical parables, eccentric comedies, satirical-grotesque films on modern themes. Moreover, attention is not lost to national thoughts, fairy tales, legends, which were resolved in the folklore-epic vein. The process of changing generations, which resulted in a kind of fruitful competition, does not pass by the author's attention: the youth grew up "on the shoulders" of their predecessors, the "living classics" often followed the path of the searches that young artists were making.

Television (from the Greek ieie - far and the Latin iikio - vision) occupies a significant place in popularizing the art of cinema. Recently, it has become an important means of mass communication, without which it is impossible to imagine today's life. Television has its own genre structure, which it constantly develops and improves. That is why television is considered an integral factor in the cultural process today and occupies a special place in the life of a modern person.