Cultural Orientation And Development Strategy Of The Cainozoic Era Film

The Cainozoic Era directors refers to a group of young directors initially step on the stage of the Chinese film in the early-1990s. Most of them born after the 60's in the 20th century, and grew up in 80's, a period of social transformation. Furthermore they all received the professional education of motion picture arts and graduated from the professional institutions,such as the Beijing Film Academy and Central Academy of Drama. They have carried on system's study to the movie theory and have their own unique opinion. On behalf of the director is Zhang Yuan, Wang Xiaoshuai, Jiang Wen, Zhang Yang, Jia Zhangke, etc.Their creative style has some similarities, such as the films are more concerned about the living conditions of people in the bottom of society, even for the rock and roll singers, prostitutes and other marginal figures have been portrayed to show their tough living conditions, causing the audience to concern the "little guy" and reflection profoundly the inadequate part in the social system. In the cultural Orientation and artistic characteristics, The cainozoic era directors more incline to "post-modern" style of film, and break enlightenment thought and the awareness of elite culture which the traditional film had heritaged, pay more attention to popular culture. And the narrative structure shows the characteristics of messy and debris, the individualism tend become more prominent.This article focuses on the cultural orientation and development strategy of the cainozoic era film. The full text is divided into five parts, that is the social cultural background of the new generation filmmakers'growth and the survival strategy of the new generation film, the cultural orientation of the cainozoic era film, the art pursue to the new generation of film and the defects and cultural development strategy of which the new generation film existences . The new generation directors grew up in the period of reform and opening up, and the field of ideology and culture broke the boundaries and closures which has existenced artificially for many years, meanwhile, China's economic system transform from a planned economy to market economy ,so that it woke up the main sense of people and made people show self-personality. At the same time, reform and opening-up have also strengthened links between China and the international community, some western culture gradually entered China and affected people imperceptibly. With the infiltration of self-awareness and open sense, the public have questioned the idea which was respected in the past, and the ideology is more diversified. However, the new generation directors just grew up in this period, by impact of western multi-cultural, their creating awareness has been more diversified. But the market economy has also made new generation directors into the plight of survival, with the Chinese national film funds have been invested more into the shooting of thematic film, the creation of new generation directors has been limited at the same time.The new generation directors have to find out a new way to survival because of the different kinds of difficulties, for this reason, the intervention of Overseas funds and foreign film festival have become life-saving straw of the new generation filmmakers. Compared to the expensive investment of Hollywood, it has higher cost-effective in Chinese films, so some capitals of European, Hong Kong, Taiwan and a small amount of mainland private capitals have invested into the new generation films and participated in production. Many films of the new generation had award-winning in previous film festival. For example,"The Winter and spring days"directed by Wang Xiaoshuai had won the Golden Alexander Award in the Greece Sesori Sosnik International Film Festival in 1993, Zhang Yuan's"Mother"had won the Jury Prize and the public Prize in the Nantes Film Festival on three continents of France, the films of new generation have been paid attention by more viewers.In the aspect of cultural orientation, the new generation directors are different from the previous generations of China. The new generation directors had made a conversion from the elite culture to the popular culture. As a representative of the intellectuals, previous generations directors always pursuit the authoritative voice of the elite culture, they have a strong sense of crisis and also have a rich interested in the historical themes. However, the new generation directors have a tendency to popular culture much more and prefer to show the real problems of society objectively, the anxiety of their own is individual, emotional. At the same time, with the weaken of enlightenment sense, there is an enhancement of main sense in their works gradually. Nevertheless the films of previous generations have their own various styles, they have the same characteristics each other, that is, the authors who are standing on the point of rational view revealed the problems existed in society and challenged to the backward thinking. Yet, film should be a simple art form in the point of the new generation directors, it should express the real ideas of director's true heart and should not be carry too much responsibility.The unique film style of the new generation directors was constituted by the the impact of social and cultural environment and cultural bias. The problems existed in society will be exposed more intuitively in the films of new generation filmmakers, with reflecting the humane-care and self-care, conveying the autobiographic emotion and giving their concerns on the edge of characters. The characteristics of post-modernism will be exposed more prominently, the new generation films become unique by the incomplete of the plots and the debris of narrative structure, and effected by the Italian neo-realism film ideas at the same time, the new generation directors always pursue"the original ecology". With the selection of non-professional actors appeared in the films and using the local languages, which have allowed the audience to restore a real environment.With the continuous development of the movie industry, the disadvantages of the cainozoic era film gradually exposes. The lack of attention for the domestic market, over-the pursuit to the art effect which led to simplified creation, and too much attention to the edge of people caused a sense of strangeness and alienation among the audience, all of these have led the survival of the cainozoic era film to much more difficult situation. Therefore, if the cainozoic era film wants to get the long-term development, it must be carried out on self-improvement, which requires the directors to broaden the options scope of the film's subject in their creation, increase the warmth of film style, highlight the spirit of national culture, establish a national consciousness, and pursuit the deeper depth of the culture. Only in this way the cainozoic era film can be developed further and further away.