摘要
进入二十一世纪,中国的商业电影迅猛发展,但又发展不平衡,引起了众多学者的热切关注。商业电影市场的结构、运作模式和文化构建是一个值得探讨的重要领域。本文将以中国商业电影市场为研究对象,探讨其市场的结构、运作模式和文化构建,对中国商业电影市场存在的基本问题进行阐释与探析。
本文首先回顾了国产商业电影的概况。从早期中国电影、左翼电影运动、抗日战争时期、解放战争时期、新中国成立后、改革开放等几个阶段梳理中国商业电影发展历程,并反思了电影“泛政治化”对商业电影的冲击,对娱乐片创作的否定抑制了中国电影商业化的发展以及漠视电影商业化的惯性思维导致了理论的滞后。最后分析了中国商业电影发展的现状,有国产商业大片引领市场热点、国产影片产生良好社会效益、档期运作更加成熟、院线建设持续发展,并指出存在的问题：电影产业在城乡之间发展的极端不平衡、与居民收入严重失衡的高票价、市场票房的飙升和90%以上影片的微利甚至赔本。最后从国家、政府与市场的关系探讨了电影分级制度——市场失灵与传媒业的政府管制以及主旋律影片——国家主流意识形态与电影市场的“妥协”的问题。
其次,本文对我国国产商业电影的运作模式展开分析。中国电影市场的主体,包括生产主体、发行主体和放映主体；探讨制片、发行和放映三方之间的关系,认为在当前的票房分配体制下将对中小成本电影制作方造成打击,不利于电影市场的繁荣：最后对比了国外的明星、制片中西体制,就市场营销策略、后电影产品开发、资金运作和品牌策略等方面分析了国产商业电影的运作模式,
再次,本文以国家规制理论为基础,论述了我国电影市场国家的地位和职能；接着追溯了我国电影市场国家规制的变迁过程,从改革开放以来分为电影产业的转折期、改良期、全面改革期和全面开放期等几个阶段,并阐述了包括市场准入、剧本立项、审查等方面的规制,缺乏相关法律体系支撑,监督和审查为主是主要特点；最后分析了当前国家规制的效应,对于国有企业改制、多元化的影片类型、融资渠道的拓展和院线改制,有一定积极的作用。
关于电影市场的消费者建构,本文主要采取调查研究方法,通过问卷和访谈形式分析商业电影观看群体的结构和心理,认为我国的观影群体主要集中于城市,地域、性别、年龄、文化程度收入对消费方式、消费特点、消费需求有不同程度的影响,农村地区受条件限制,观影者数量很少。观看电影的方式,主要通过网络和影院,大多数人一月去1-2次影院,电影月消费以50元以下较多,电影票价格式影响观影频率的主要因素。观影原因主要被电影内容吸引和约会,多数人对3D感兴趣,战争和爱情片最受欢迎。外国电影要比国产片稍受欢迎,主要因为外国电影情节曲折,彰显个人英雄主义,而国产电影则技术水平低、内容较为空洞。分析了国产商业电影消费者主体性建构,认为消费结构的不合理,表现在院线消费的比例小,家庭消费占主导地位,消费形式单一而局限于电影本身的消费。
最后,本文梳理了文化因素在国产商业电影市场建构过程中的重要影响,包括早期平民、民族化文化倾向,建国后政治文化意识形态下的中国电影,以及改革开放以来电影主旋律和“娱乐化”交锋时代文化的积极作用；指出目前电影文化中对传统文化重视不够的问题,包括传统文化精神内核的表达缺乏,传统文化和现代精神的契合度不高,缺乏中国传统文化中的普世情怀,以及对中国电影的文化身份缺乏坚持和自信等,认为应该发挥中国传统文化的强语境优势,融和中国文化的多样性与同一性,将世界文化的多样性和同一性植根于民族现实的土壤,吸取民族文化精髓。最后讨论了全球化过程中中国商业电影的发展,讲了全球化的概念和影响,介绍了中国商业电影的“全球化”进程,以及中国商业电影如何应对“全球化”,认为要在电影中极力张扬中华民族五千年历史所沉淀下来的民族精神与文化价值精髓,并要对“中国元素”的继续挖掘。
Entered in twenty-first Century, the Chinese commercial movie rapid development, but development is not balanced, attracted the attention of many scholars. Building structure, operation mode and culture of commercial film market is an important field of. This will be the Chinese commercial movie market as the research object, structure, operation mode and culture to explore the market construction, through the interpretation and analysis of the basic problems of the Chinese commercial movie market. In addition to the introduction of commercial movie and the topic research background, significance, status, contents, ideas and research path and methods, this paper mainly discusses five parts:
A, first discusses the definition and characteristics, commercial film that: commercial film, generally refers to making profitable film, it is the pursuit of box office and its derivatives market value, so must to consumers (the audience) recognized as the goal. From the early Chinese film, the left-wing film movement, during the period of Anti-Japanese War, the liberation war, after the founding of new China, the reform and opening up several stages such as combing the Chinese commercial movie history, and reflect on the impact of film "politicized" on commercial films, denial of creative entertainment film inhibited the development of the Chinese movie commercial and ignore the film commercial inertial thinking leads to the lagging of the theory. Finally, analyzed the status quo of Chinese commercial movie development, sustainable development of Chinese business blockbuster hot market, leading the domestic film to produce good social benefits, the schedule operation more mature, theater building, and points out the existing problems:the development of the film industry in the extreme imbalance between urban and rural areas, and the income of residents a serious imbalance in the high prices, the market box office soaring and more than90%film low-profit or even losses. Finally, from the state, the government and the market of film rating system--the market failure and the media industry government regulation as well as the main melody movie--the national mainstream ideology and film market "compromise" problem.
Two, inspection operation mode of Chinese commercial movies, analyze the market main body, between the subject and the relationship between the market of the whole operation mode. The first analysis of the film market, including the production of the main, issuers and projection body; then analyzes the relationship between the production, distribution and projection of three party, that the box office in the distribution system under the present will be on small and medium-sized film production cost impact, not conducive to the prosperity of the film market; the last foreign star, producer of Chinese and Western system comparison, analysis of the mode of operation of domestic commercial film on marketing strategy, after the film product development, capital operation and brand strategy,
Three, review of state regulation of commercial films, and then discuss the status of the state in the movie business, the status and effect of state regulation. First traces the western theory of state regulation, mainly Adam Smith, Keynes, the new liberalism and the Marx doctrine of state regulation theory, and then discusses the state of Chinese movie market status and functions; then traced the change process of our country movie market regulation, from the reform and opening up into the film industry the period of transition, improvement phase, a comprehensive reform and opening period of several stages, and expounds the regulation of market access, including script, review and other aspects of the project, the lack of supporting the legal system, supervision and examination is the main features; finally analyzed the effect of the current national regulation, for the reform of state-owned enterprises, diversification the film type, expanding the financing channels and cinemas restructuring, has certain positive role.
Structure and psychological analysis of commercial movie watching groups of four, through the questionnaire and the interview form, think our country viewing groups mainly concentrated in the city, have different effects on regional, gender, age, culture degree of income on consumption patterns, consumer characteristics, consumer demand, rural areas subject to conditions, the number of viewers rarely. Ways of watching movies, mainly through the network and theater, most people in January to the1-2theater, film month consumption to more below50yuan, the main factors influence the viewing movie format frequency. The main reason is the film viewing content to attract and date, the majority of people interested in3D, the most popular of war and love. Foreign movies than the domestically produced piece slightly popular, mainly because the foreign movie plot twists and turns, highlight individual heroism, but domestic films, low level of technology, the content is empty. The final analysis of the domestic commercial film consumer subjectivity, that the consumption structure is unreasonable, reflected in the cinema consumption in the proportion of small, family consumption dominates, consumption form single and confined to the film itself consumption.
Five, explore the construction of commercial movie in the development of culture, mainly with traditional and modern culture in the movie business, and the formation of influence on the world. First introduces the Chinese commercial movie culture, including early civilian, national culture tendency, Chinese film under the ideology political culture after the founding of new China, and since the reform and opening up the movie theme and "entertainment" confrontation era; secondly pointed out that at present the film culture on traditional culture does not pay enough attention to the problems, including the lack of expression of traditional cultural spirit traditional culture and modern spirit, the fit is not high, the lack of Chinese traditional culture in the universal feelings, as well as to the Chinese movie culture identity and self-confidence, lack of adherence, think should play a strong advantage in the context of traditional Chinese culture, and Chinese cultural diversity and identity, to the cultural diversity of the world and the same is rooted in the reality of the soil, absorb the essence of the national culture. Finally discusses the development of the Chinese commercial movie in the process of globalization, talked about the concept and the impact of globalization, the Chinese commercial movie "globalization" process, and how to deal with the Chinese commercial movie "globalization", think:in the film to show the Chinese nation five-thousand-year history precipitated by the national spirit and cultural value of the essence, and to "Chinese elements" to continue mining.
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