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Visconti Luchino(1906-1976) - Italian film director, one of the bright representatives of European elite cinema. A characteristic feature of his creative heritage is a clearly expressed thematic orientation. The leitmotif of all the director's films became the themes of family, beauty and tragic loneliness, the peculiarities of which interpretation were stimulated by the heuristic potential of the artist's biography. Paintings by L. Visconti "The Earth Trembles", "The Most Beautiful", "Rocco and His Brothers", "Death of the Gods", "Death in Venice", "People", "Family Portrait in the Interior" and "Innocent", despite stylistic differences and time distance, make up a kind of cycle. If the themes of family and tragic loneliness were the object of artistic understanding of many directors of the world, the interpretation of the theme of beauty became a feature of L. Visconti's work. Peculiarities of worldview,

V. Skurativskyi, considering the film process of the totalitarian era, resorts to convincing generalizations, searching for certain regularities according to which the cinematography of that era existed and developed. Analyzing the cinematographic works of the 1920s, S. Trimbach traces film processes in the context of national culture, highlighting the personality of O. Dovzhenko in a "close-up", emphasizing how fateful the appearance of this artist was for Ukrainian cinema.

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