1.0media.amhttps://media.am/en/rich600338<blockquote class="wp-embedded-content" data-secret="XU338yzDwI"><a href="https://media.am/en/critique/2014/06/30/4409/">Documentary Film: Not Market Demand, But Demand for the Market</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://media.am/en/critique/2014/06/30/4409/embed/#?secret=XU338yzDwI" width="600" height="338" title="“Documentary Film: Not Market Demand, But Demand for the Market” — media.am" data-secret="XU338yzDwI" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://media.am/wp-includes/js/wp-embed.min.js /* ]]> */ </script> https://media.am/wp-content/uploads/2016/01/camera_3_0.jpg600386Documentary films are screened mainly at festivals or during special thematic discussions. All over the world, such films rarely appear on the big screen and on television. Documentary films are not cash cows for movie theaters and bring practically no advertising to television. Many Armenian TV channels might even refuse to screen films that have won awards in major festivals, arguing that it's outside their format. "Format" is a deceptive term that has invaded cinema and dictates the rules of the game. Format, it seems, has become synonymous with primitivity.