Discussion On The Opportunities Of Chinese Movies In The Network Platform Under The Era Of Consumption

According to a report of <The Twenty-ninth Of China Internet DevelopmentStatistics Report>, the number of Internet users reached513million in China. Asexisting or potential audience of the film in China, more and more the attention of theChinese film. The backdrop of the consumer era, how the enormous influence of thenetwork platform, and the aesthetic orientation of the public to keep pace, has become atopic of Chinese films at this stage can not be ignored. In2006, work by Yahoo has ahuge appeal in the context of popular culture, the continent three Director: FengXiaogang, Chen Kaige and Zhang Jizhong, around a common theme, launched a shortfilm about three minutes, and the main network platform based on the spread, shows theintention of the traditional film director to enter the network. But at the same time, theacademic definition of the network film still exists a certain amount of controversy forthe film and network platform to a large extent remain in a simple phenomenon, the lackof systematic inquiry and discussed.From the perspective of users of the aesthetic, the video content positioning, filminvestment and networks profitable way to conduct in-depth analysis of existing andpossible opportunities for the Chinese film in the network platform. Resolved to explorethe challenges faced by the director in the network screening work. And through anetwork movie of the living environment, starting from the investor and directorcreation opportunities and development trends on the network platform, focused on.Objective and rational analysis of the phenomena that exist in the network platformand invasion of the mainstream cultural phenomenon: the edge of the network filmculture to elite phenomenon, as well as real network environment; use of Bakhtin’scarnival and cultural theory, pointed out that network movies have been able to carrysome artistic value, a great level because it inherited the characteristics of the film body;propose vigorous development of the network film and its mass entertainment appealcoincide next carnival awareness of the consumer culture has an important contact. Filmaudience to accept the aesthetic theories of aesthetic orientation change to some extentaffected the development trend of Chinese films, and Internet users as an important partof the movie audience will no doubt be adapted in a certain level, the pattern ofdevelopment of Chinese film.Through the analysis of the entire format of the traditional theaters movies online movie, complementary advantages, the joint efforts of many approach. Study of today’scinema plus a network of complementary marketing approach to predict the futurepromotion of the film market of the various types of network platform and networkmovies future development.In the film’s publicity and marketing, and enhance the affinity of the film with thepublic level, the network platform for the Chinese film will undoubtedly have a hugedriving force and the potential value.