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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

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.

A premonition of an inevitable tragedy permeates the work of the masters of French cinematography, in particular the films of "poetic realism" by J. Préver and M. Carnet - "The Embankment of Mists", "The Day Begins"; paintings by J. Renoir - "The Great Illusion", "Rules of the Game", "Man-Beast". Therefore, it is no coincidence that the number one actor of the French cinema of this period is Jean Gabin, whose hero defies history and is doomed to death. This gave the well-known theoretician and film historian A. Bazen reason to call Gaben a tragic modern hero.