TEHRAN -- Bringing new experience in cinema has always been encountered with commercial success and sometimes with artistic success. In recent years, several films including "The Glass Agency", "Snowman", "The Wrong Man" and "Psycho" have been the box office success due to breaking with tradition and presenting new experience in attracting the audience. It is clear that new and uncommon themes have always received the audience's warm welcome, and the audience themselves are the best means of publicizing the film.

These days if you go by some cinemas you can witness that the "Red" is being warmly welcomed by the youth. Even some cinemas have arranged extra seances to screen it at 12:00 midnight and 2:00 am. The reconciliation between people and cinema is important both for film producers and cinematic officials. But the important thing is that to what extent such acclaim has been accompanied by recognition of the themes of the films.

Apparently the common breaking with tradition in the "Red" is the main factor of its success. Some believe that the presence of Mohammadreza Foroutan and Hediyeh Tehrani in the film has made it successful. Even if it is not completely the case, the professional and impressive performance of the two should not be ignored. "Sweet Agonies", by Alireza Davoudnejad, which has been recently screened, has also received warm acclaim due to its lovely theme and the warm relationship among the characters.

Given the limitations in society which the youth are encountered with, the films with uncommon and lovely themes have been welcomed by the youth in the recent years . Such acclaim is without an expert recognition and knowledge of the category of cinema and professional structure of the films. In other words, they have been welcomed merely for their special and attractive titles.

Those in charge of motion picture industry have resorted to such elements for attaining an appropriate financial return by employing such attractions. A new type of teaser for the "Red", which is broadcast on TV, is another effective factor in attracting the audience. The teaser is completely different from other film teasers. Regarding "Sweet Agonies", the rumor which says the film is forbidden for those under 18 encourages the people to see it.

However, no limitation has been imposed on the film by the Evaluating and Supervising Bureau of the Cinematic Department of the Ministry of Culture and Islamic Guidance. These are the films which are welcomed today. It seems that the taste of the audience has been changed these days. This is because the best film from the viewpoint of the audience in the 17th International Fajr Film Festival was "The Color of God", by Majid Majidi, which may not be welcomed today, given the present taste of the audience.

However, it is not fair not to consider the "Red" and "Sweet Agonies" as good-structured and valuable Iranian films. But it is expected that the audience will not get addicted to only one type of theme, in particular the one which is facing some limitations in society. But, the acclaim or lack of enthusiasm on the part of the audience are not always reliable criteria for judging films.

We should wait until the bests of the 17th International Fajr Film Festival such as the "Son of Maryam", "Hiva", "Red Ribbon" and "The Color of God" are screened and then try to assess the taste of the audience.