Studies Of The Cellphone Movie And Media Innovation Development

In the context of the rapid development in communication technology, intensifying competition of media and traditional film eager to seek and expand living space, cellphone movie is created based on the cross and complementary of two media technology: cell phone and movie. Cellphone movie not only expands the film's development space to meet the needs of audiences watching movies anytime and anywhere, but also gives ordinary people the right to truly create the image, and brings integration and development opportunities for movie industry and mobile communications industry. However, cellphone movie is a newbornthing in domestic market and is lack of systematic theory to guide researches so that its development is limited.This paper uses relevant principles and methods of communication, sociology and art to study the emergence and of development of cellphone movie and its new media features. Firstly, in terms of "Xi'an Declaration" issued in the first mobile film festival in November 2006, the concept of cellphone movie is defined according to present practice of cellphone movies'creation and playback. Cellphone movie takes cellphone for its carrier which is usually within 10 minutes. Cellphone movie is transmitted through wired or wireless network and clients do the payments by network. Secondly, new media features are discussed in three aspects: creation feature, medium feature, and spread feature. Those new features include authorship diversification, perspective pain folk, mobile reception, media personalization, interactive communication, high transmission speed and so on. Thirdly, the bottlenecks which restrict the development of cellphone movie are revealled such as regulatory policies confusion, immature of transmission technology, variety of content quality, high standard rates, inchoate industry chain, etc. Finally, this paper proposes practical countermeasures to solve those problems provided above such as to formulate policies to promote integration of regulation, to improve cellphone movie technology, and to create "content is king" cellphone movie, to complete industrial chain and to explore other possible sources of profits. In particular, for exploring the feasible profit models, "free content + low-flow fee + advertising" mixed profit model is proposed.This paper does a systematic reseach for cellphone movie and provides benificial references and advices for its healthy and rapid development. This study has a great value and social significance to the development of film industry and cellphone industry and people's daily life as well.