Abstract

The article investigates the phenomenon of growing popularity of art-house cinema in the twentieth century. The possibilities and success of art-house cinema as an instrument of research of socio-cultural problems of the past, present and future are considered. The formation of contemporary art house cinema and the growing interest in it by various social groups determine the relevance of the art house. It is this direction of cinema that affects the most acute socio-cultural transformations of modern society, in parallel contributing to the establishment of new social interactions, the formation of behavior models and values of the audience. The urgency of the socio-cultural study of the phenomenon of art-house cinema determines the need for the development of a conceptual apparatus that can serve as a tool for further theoretical and practical research. Art cinema is considered as a practice of leisure and consumption of a cultural product, as an institutionalized social practice, and an artistic film - as a means of existence and translation of normative-value content. The result of the socio-cultural analysis of the arthouse was the discovery of the main factors that influence the choice of the individual of a certain type of cinema. Identifying and analyzing these factors, for example, arthouse and mainstream, as well as studying a number of interdisciplinary approaches to studying the cinematic preferences of the audience, allowed us to propose a scheme for explaining the demand for various cinematic trends, which combines individual, institutional and socio-cultural factors, the definitions of which can reveal trends in cinematic preferences of the studied community, and vice versa, information about the cinematic flavors of the group under study makes it possible to make n ypuschennya it on such factors as education, income and so on. As an example of the development of Ukrainian cinema, the trends of the art house during the Independence period were analyzed, on the basis of which the features of the country’s exhibit in elite circles were determined.