The article shows that nowadays cinematography is the main broadcaster of important social issues, combining the capabilities of fine arts, literature and theater. Just movie has decisive place among other arts and becomes, however, the best form of entertainment, thus expanding the range of opportunities to manipulate public consciousness.It is shown that psychological analysis of cinematic characters allows us to trace the effects of cultural universals in the modern world.It is found that movie images draw «energy» of the myth, exploit archetype, creating a «new mythology» that contains a clear and pragmatic pictorial potential.Cinema manipulates mythological samples, influencing viewer’s consciousness and subconscious, thus being a mechanism that contributes to the individual’s identity.The cinematography can influence to person’s unconscious, activating the process of awareness of still unconscious motives and images – thereby extending the limit of person’s self-conscience. Self-knowledge is thus presented here as the awareness of various aspects of the Self-image. Prospects for further development of the problem may be empirical researches features of actualization of archetypes after watching movies which are based on a single composition in different social and cultural environments.