A seminal essay to start with might be Louis Althusser's "Ideology and
Ideological State Apparatuses" in the collection of his essays entitled,
LENIN AND PHILOSOPHY.  Sketches a theory of how cultural institutions
produce systems of meaning which "interpellate" individuals.  Not
specifically about cinema but relevant to the degree that one considers the
institution of cinema as an ideological state apparatus.  Very influential
to film theory of the past 30 years.
 
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Online resources for film/TV studies may be found at ScreenSite
http://www.tcf.ua.edu/screensite