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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

Chaplin began his career in cinema at the Keystone Film studio. It was headed by the patriarch of American comedy M. Sennett, whose school also went through the famous comedians B. Keaton and G. Lloyd. However, the real "godfather" of American cinema of the beginning of the 20th century. certainly was D. W. Griffith (1875–1948). His films, among which the Birth of a Nation and Intolerance should be especially noted, enriched not only US cinema, but also the entire world cinema with new means of expression, improvement of the specifics of montage (parallel montage). Extremely interesting experiments are taking place at the same time and on the other side of the ocean - in the countries of Eastern Europe, in particular in Russia, where directors Ya. Protazanov, V. Gardin, E. Bauer, whose work was connected with the flourishing of the melodrama genre, are actively working.

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.