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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

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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.

The US film industry has developed a system of multi-genre independent cinema: both cult films and creative experiments by directors. As a rule, these are low-budget films made by little-known directors. "Independent films" are mainly non-commercial films that bring maximum profit to their creators, such as blockbusters, and therefore in them you can often see some creative experiments. Most often, it is from "independent" cinema that world-class stars emerge: for example, the debut film of the famous K. Tarantino was the film "Mad Dogs", which is now called a classic of independent cinema.

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In general, the number of such festivals throughout Ukraine is immeasurably large. Odesa International Film Festival, Kyiv International Film Festival "Youth", Kharkiv International Festival "Kharkiv MeetDocs", "New Ukrainian Cinema" in Luhansk region, "Days of Ukrainian Cinema" in Lviv, etc.

Another vivid example is the film festival "Open Night", which for the 24th year in a row opens new Ukrainian names in the field of cinematography and television production. "We. For us. About myself" is the motto of the festival, which carries fundamental for today theses regarding Ukrainian-language cinema. The main goal of the festival is to support national cinema, joint and foreign films that preserve the traditions of Ukrainian cinematography. Everyone who wants to can present his film, the two main conditions are the Ukrainian language and a twenty-minute film duration.

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