| The Chinese New year's film means the ones In front and back go to lunar new year(Chinese New Year) in the interval Mr. to reflect in the Christian ear New Year's Day(New Year's Day) of, from film producer square open publicity is He year old the movie of the topic.The New year's film is divided into:"The type say", "the schedule say" and "misty say".This text thinks that"misty say" isn't scientific:Industry for New year's film basically adopt "the type say" perhaps"the schedule say", but New year's film conduct and actions a kind of pure business films to satisfy market demand , its business and amusement drive good manufacturer and consumer approval, completely without any necessity adopting a "misty" attitude to walk into a market.Chinese New year's film was rise by Hong Kong.The style fixed position of the New year's film in Hong Kong is easy, humorous, having mightiness of appreciate sex and amusement;New year's film in Hong Kong name the movie much with"pleased", "wealth", " propitious ", "luck" etc. the good luck word assigned name to, for satisfying Chinese traditional idea and race habit, for the sake of satisfying everyone's beg for consume of a good luck and mental states.New year's film in Hong Kong's codas in film, and the film role usually jumps the details, making a bow with hands folded in front toward the audience arch hand,and the wish languages in the way"of congratulating become rich"in its type, sometimes it sacrifice the integrity of the film.The hinterland New year's film was produced in 1998, the hinterland first New year's film《The Dream Factory》, just directed by FengXiaoGang, and established the gold-lettered signboard"Feng's New year's film".In order to be placed in opposite and overcast big six movie marketseses,it beat a cardiac.China is a big six New year's film making production with the benefits order about for motive force, the market potential is huge and competely gradual vigorous.The New year's film is concentrated in the contents and the situations, taking earnings as the business movie of purpose,and it produces material earnings however the purpose is more and more far,it is larger than the art value that it pursue.This comes from New year's film and the mass culture produces the business property.Chinese New year's film in the market presents the appearance that the present stage is developing.In 1998《The Dream Factory》of the receipt of a film greatly meets success, making local movie investor and director begin produce strong interest to the New year's film, but all of the not yet finished comprehend under the business brand of"New year's film" of core value.In 2001-2005 years, the investor gradually looks for He year old a slice a win of market benefit to order and He year old the receipt of a film income of the slice gets in the ranking an amount to start pass to increase.Chinese New year's film in the market value which chooses and creates a fixed position to influence an existing cultural product.With FengXiaoGang just 10-year New year's film for example,they studied He year old a slice the fixed position problem of the market.This text thinks the success of Feng's New Year's Film, lying in the success of two of his fixed positions.The Chinese New year's film chooses a fixed position more and more mature.In the early years Feng's New Year's Film the topic much chose for the living trifles of "small potato" of "deduced citizen a dream", "called a genuine feeling true love".The second stage topic of Feng's New Year's Film is with"the emotion of person perplex" and the angle of "scoop out human nature essence" establishes a topic.The third stage of Feng's New Year's Film starts to New Year's Film a topic fixed position.Although that has experienced three changes of stages, that came up to see from the topic core, existing a little bit common:From the audience of mental it becomes intimate with a degree to commence.Chinese New Year's culture according to Chinese audience of the creation fixed position of the slice consumes taste.This text tries a year old slice three cultural fixed positions of stages to carry on analysis with Feng's.Tnew year's film of FengXiaoGang in initial stage held tight this kind of sex mental characteristics of"need" of audience in positioning culture:The social mental states well satisfy the cause because personal in the lack of social resource" needs.The social resource here includes spouse and family, friend, community, social identity, position and power belonged to, etc..The new year's film of FengXiaoGang of second stage held tight the "approbation" of the audience sex, carrying on creations.To make the film become "true turn", "the life turns.The new year's film of FengXiaoGang's Film as the third stage type occurrence changes, developmenting the point from the public culture of the amusement and changing the direction in which a technique comes up.It is so clear that the good market is fixed in position where the New year's film's prior condition can win a receipt of a film.Matching at that time a market to consume mental manuscript have to be with present popularity of the technique that means being close to combine and escapes from link,and will not attain the effect for gain both honor and riches.New Year's Film marketing strategy influenced the marketing mode of existing cultural market.The Forbidden City shadow industry company of by chance try at a time,and achieved the new year's film of FengXiaoGnag's of rising.Later on, the New year's film invest is engaged in the showbiz company of the investment especially the run by private capital bussiness vie with each other in try of item, then, the abroad invests are also contend for in the New year's film the production gradually a place.New year's film of the publicity offensive within production line well needs to carry on an operation by exertive market:Making use of the newly arisen medium carries on frying to make and this kind expands sexual publicity method and marketing strategy, and is taking delight in talking about by the industry;"Brain platinum type" enhances publicity.Relatively match Chinese state of the nation and go to it effectively, making use of various medium, with long hours thrown in a big area advertisement publicity film, strengthen public of participate feeling, launch a carpet type publicity before be shown in the film.In addition, the transplant type advertisement conceals in the details of film and skillfully make characteristic and brand of product accepted by the audience even as a demand.On the other hand, sponsor become number of of company, also making the film extend publicity.Sponsor a company in each big direct selling store, supermarket, selling exhibition of produce a slice of poster, often take the film of sponsor as to sell a point to carry on expansion, the product spokesperson also usually is appear with film role on each kind of medium and this kind of marketing mode also publicizeed film and come to a the publicity effect that the pair win.Integrating a business advertisement in the New year's film is also a kind of performance which adapts a cultural development trend.The New year's film the public the cultural production have particular social function.It is the cultural product which influences the public on consumiing structure first.The cultural product stimulates Chinese hinterland cultural a market consumes desire, as to it that it's the film of his schedule projected to also produce to homologously promote a function.On the other hand, people's view shadow environment got an improvement, people since is consume a cultural product, still keep consuming a kind of cultural environment and quality.It secondly is the production and dissemination which accelerates social popular language.The people's consumption toward cultural product cost lower and the dissemination noodles is wide.Take tnew year's film of Feng's as an example: FengXiaoGang's is in the earlier period work just and the stage dialogue wins a victory with the special features of the city flavor son Kan Ye; FengXiaoGang's Film just expected the stage dialogue designed in the work behind and started to notice simple and direct and easy to dissemination etc. factor.Another dialogue changes into reason of spread the language to lie in, the stage dialogue of particular language Jing particular person, the wrong of the stage dialogue contents and role person identity creation humor effect, make person's impression deeply combinedand widely spread.The end is in time to reflect a social cultural need.The circumstances that the New Year's Film in 90's in 20 centuries is unilateral to face discomfiture, the domestic movie resources is short of and people's material consumption and spirit consume are wrong etc..The He year old that this at that time expects slice, choice race the culture be heavy, comedy composition the topic of the mightiness, catered to at that time the public's need.After, the social cultural need took place variety and pass a performance to the thinking of human nature deep time of in the meantime, will be more modern existence environment of the chemical element integrate film and win the close feeling and mental approbation feeling of audience.In recent years, science and technology flies to soon progress, the stunt technique makes in the widespread application in the showbiz appreciate of film sex show a Zhao exaltation, people for appreciate of the public culture that level and evaluation standard also obviously raise.Force in vogue order about, New year's film the production characteristic of conduct and actions a kind of technique culture emerge entirely.able outlook for walk.New year's film internationalization, carry on "demand of production". Combine film producer experience of make use of foreign science, at present popular of take, creation means, make He year old the science and technology content of the slice raise and cater to large audience to raise day by day of appreciate that level and sense organs stimulate a need;The study foreign excellent management, publish experience;Strongly develop and develop the movie market of two line cities;Work well DVD, numerical television VOD(the numerical video frequency point sow), network video frequency the point sow etc. newly arisen medium of the issue throw in a work, work well a movie product behind of the income arrive Zhang.New year's film the race turn and promote the brand quality of the mass culture a vegetable.Want to be actively creative, strongly develop new-born film-maker, provide fresh creativity and the innovation of the brave;Develop a tradition, full protection race motion, more of in consideration of Chinese audience of year stanza motion, carry out social community with personal overall approbation;To pay attention to the brand consciousness of oneself continue He year old the vitality of the movie.Continuously close to a consumer need, become interaction with consumer in the market, hold tight race advantage, can let He year old the public of the slice culture production market value to maximize.The norm of New Year's Film turn and create the mass cultural industry chain.The enlargement enforces the law strength, protect an intelligent property rights, valid stroke pirate edition, reduce the movie manufacturer's surprised to risk.Be a New year's film manufacturer, them should actively pay attention to the dissemination ability of newly arisen medium with latent market, maximize a He year old's slice's benefits for investment.Nation should also further perfect law laws, the protection New year's film manufacturer creations enthusiasm, try the movie ratings system, join the government the top of the plan to protect local He year old a slice the positive development of the market.The New year's film of China's wanting to have a right way particularly to be the management style of study science and take of forerunner, creation technique in the production mode of big slice in Hollywood from the foreign film, more important, should progressively integrate the thing of races to the New year's film product, let other nations in the world of the friend passed another only beautiful angle of view to appreciate Chinese culture and the United States's.we should manage a high schoolthat will adjust the development trend that the global integral whole turn, the reasonable makes use of He year old a slice a market to circulate in continuously appear of opportunity and challenge, only well adapt a market, operate by the economic regulation of market, then can continuously satisfy people's view shadow need, win decent receipt of a film result.
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