Film Star Image Transformation During The China’s Mainland Lunar New Year Film Season

Film as a cultural commodity, has created a vivid, and high identification of screen image, and it will not only become a national symbol of the cross-nationality, but also has somewhat consumption value. As one of the most important things in film’s elements, the influence of star image has beyond its role in the movie to become some kind of symbols and economic benefits, it also has broad audience appealing, commercial value and media attention. Due to the film-making and star accepts, these are presenting intertextuality relationship with the era-social and cultural background, so the star image, as a screen idol has becoming more and more complex. Since the21st century, the star phenomenon has penetrated into many aspects of popular culture, star has no longer a simple idolatry, but become the cultural phenomenon that made by the commercial interests, the public aesthetics, the social thoughts, and the times features, etc.The concept of star image in this paper is including the role image on the screen, and the media image outside the screen, it is present in the film, and also present in all the text of media. To combine the actual situation of China’s current consumer culture context with the Mainland film industry, movie star image transformation is not only include the star’s screen image transformation, but also include the commercial operation of the star’s media image transformation in market economy conditions. In conclusion, movie star’s image transformation, and development of Mainland Lunar New Year film both rely on the background of reform of national film industry, and the Lunar New Year’s film season has become the first mature film operation industry in China, it can be used as a typical study example to give certain valuable references. Along with the Lunar New Year film development, the movie stars performance type and the media image are more three-dimensional, rich and diversified, these make the performances equally attractive in both inner and outer the screen.