application/pdf 240011 bytes Produkcija filmskih hitova u savremenoj srpskoj kinematografiji The production of film hits in contemporary Serbian cinema Fakultet dramskih umetnosti u Beogradu, Institut za pozorište, film, radio i televiziju Apstrakt Potreba vrednovanja i imenovanja filma hitom fenomen je popularne kulture i tržišne ekonomije u okviru kojih egzistira kinematografija. Međutim, njen dvostruki karakter koji se ispoljava u složenoj kombinaciji kreativnosti i umetničkog zanosa s jedne strane i masovne proizvodnje i potrošnje s druge, uslovio je da i pojam filmskog hita dobije dva značenja, zavisno od podneblja i kulturnog nasleđa. Evropa kao kolevka savremene kulture i civilizacije od početka je u filmu videla prvo umetničke domete, a potom i kvalitete koji mogu da imaju dobru prođu na tržištu, dok su SAD i Holivud u svetu pokretnih slika uočili i razvili osobine šoubiznisa. Navedene razlike u poimanju filma neminovno su i uticale da se na kinematografskom tržištu, kao merilo popularnosti i uspeha jednog filma odabere broj gledalaca u slučaju Evrope ili ostvarenog profita u slučaju SAD-a. Međutim, koliko god da su krajnji pokazatelji uspešnosti, uslovno, različiti, mehanizmi produkcije hitova to nisu. Tu sličnost u kreiranju i promovisanju budućih filmskih hitova uslovljava globalno kinematografsko tržište i njegove zakonitosti. Srpski filmski hitovi koji su nastali u periodu od 1992. do kraja 2012. tematski su i produkciono odraz vremena u kome su nastali. Iako su uglavnom pravljeni prema ustanovljenim parametrima uspešne produkcije, povremeno se od njih odstupalo u skladu s tradicijom i kulturnim nasleđem, kao i sa aktuelnim društvenim i ekonomskim okolnostima. Preokret u srpskoj produkciji dugometražnih igranih filmova označio je veliki uspeh filma Zona Zamfirova (2002). Posle navedenog ostvarenja, koje je zabeležilo do sada najveću gledanost od 1.005.156 bioskopskih poseta, došlo je u domaćoj filmskoj produkciji do promena u: izboru filmskih tema i žanrova, kreiranju filmske muzike veličini budžeta, kao i osmišljavanju i primeni medijskih kampanja. Ključne reči kinematografija, filmska produkcija, filmski hit. Summary The necessity for evaluation and appointment of a film hit is the phenomenon of pop culture and market economy in which a cinema exists. However, its dual character, which manifests itself in a complex combination of creativity and artistic fervor on the one hand and both mass production and consumption on the other, have caused that the term blockbuster movie gets two meanings, depending on its local position and cultural heritage. Europe, being a cradle of modern culture and civilization, since the very beginning of film history saw primarily cinema’s artistic merits, and then the qualities that would enable films their good market access; on the other hand, the USA and Holywood regarded the world of motion pictures as a world suitable for show business. Consequently, these two different views on film and approaches to cinema, caused that, in the case of Europe, the number of cinema viewers has become a measure for cinema popularity and success, while, in the case od the United States, it was the realized profit. However, no matter how much those indicators of success are ultimately different, the mechanisms of film hit production are not. This similarity in creation and promotion of future film hits influences the global cinema market and its laws. The Serbian film hits, made during the period 1992. up to the end of 2012, thematically and productionally reflect the historical time in which they occured. Although generally made according to the established parameters of successful production, they occasionally turned aside form the established course, in accordance with tradition and cultural heritage, as well as current social and economic circumstances. The turning point in Serbian production of feature films was marked by the great success of Zona Zamfirova (2002). After this achievement, which recorded so far the highest rating of 1,005,156 cinema visits, certain changes have occurred in domestic film production, as far as the choice of themes and genres, music design, budget, design and implementation of media campaigns are concerned. Zbornik radova Fakulteta dramskih umetnostiAnthology of essays by Faculty of Dramatic Arts(23) info:eu-repo/semantics/article 2013 Ključne reči kinematografija, filmska produkcija, filmski hit. Key words cinematography, film production, blockbuster/the most popular movie Fafulić, Marina srp All rights reserved https://phaidrabg.bg.ac.rs/o:30800 cobiss:202561036 ISSN: 1450-5681