The report is devoted to the development of film industry in a small city using an example of Penza region. It defines the level of cinematography growth, its substantive aspect in specific political entity of the country, contribution of Penza's authorities to the film industry, perspectives and barriers to evolution of cinematic art at the local level. The report describes activities implemented in the region that are connected to cinematography, and their assessment is given. In addition, the author compares the development of cinematography in Penza region to the ones in other entities of Russia. Moreover, region's alternative opportunities for the further popularization of cinematography are presented through the promotion of authorities, business community, citizens and young people.