M.I. Zhabskiy, K.A. Tarasov Competitive ability of Russian cinema in the social and cultural perspective

Abstract: a mere 15% of Russia’s cinema cash box is the evidence that Russian theater cinema lacks the social and cultural significance to be popular with the society. However, the tradition of Russian cinema, the defining mentality and culture of the potential audience in Russia gives hope to expand to broader horizons. “Rationalized directorship” of cinema as social and cultural drama must be established within the national cinema policies. Mass audience shows the cinematographers three possible ways of approach. The preferred path is supporting the faithful followers of the Russian cinema, its “loyal” audience. The dialogue between them and the interested cinematographers would seem to be the best way to find optimal middle ground between Hollywood and producer-oriented cinema, and the more traditional director’s cinema in developing of Russian cinema culture.

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