Восприятие современной национальной кинопродукции молодёжной аудиторией кинотеатров
The article contains the results of a study analyzing the perception of the contemporary Russian film production in the most active cinema audience - young people. National cinema is considered as one of the important tools for the building of national identity. The success of the national cinema is associated with how spectators perceive and evaluate its quality, whether they are ready to perceive it as an authentic, different from the products of other countries. The perception of Russian national films is mainly considered as a spectators’ viewpoints on their quality - the most "significant" film elements and their subjective opinion.
The research is carried out in a qualitative design and is based on an analysis of the results collected during the field stage, as well as secondary data from focus groups and open questions from the database of the company which specialized in film research.
The research results showed that the image of Russian national film production in the opinion of the youth cinema audience is often negative. The key reasons of negative attitude include regular "failures" of Russian films, unstable films quality; negative image of national film production which was created and supported especially by popular video bloggers; lack of prestige of viewing Russian films in cinema (based on unwillingness of self-identity with a "typical" spectator of local cinema); wrong associasion of the success of several Russian films with a Hollywood producers participation; the negative image of the state cinematography support system.
We also found that when the spectator is assessing the quality of national films, the "technical" characteristics (for example, image quality, special effects, etc.) are not so important as "content" (plot, originality, originality from foreign films). The youth audience is more demanding to the local films - to get a positive assessment, the Russian film should be perceived as original and authentic, while Western pictures, on the contrary, are often perceived as predictable and stereotyped, but more attractive.