We suggest a new theoretical approach describing the velocity of magnetic flux dendrite penetration into thin superconducting films. The key assumptions for this approach are based upon experimental observations. We treat a dendrite tip motion as a propagating flux jump instability. Two different regimes of dendrite propagation are found. A fast initial stage is followed by a slow stage, which sets in as soon as a dendrite enters into the vortex-free region. We find that the dendrite velocity is inversely proportional to the sample thickness. The theoretical results and experimental data obtained by a magneto-optic pump-probe technique are compared and excellent agreement between the calculations and measurements is found.