The paper aims to reveal how a semiotic idea of collateral experience and observation makes it possible to experience cinema by means of metaphoric knowing through interpreting activity. Thus, the audience as interpreting agent activates the semiosis of cinema in the quest for meaning. Metaphor as a grounding vehicle characterized by a twofold mode in the expressive and the symbolic allows one to transform the cinema image on the screen into diagram-icon for a communicative act.
