The Research On Consuming Culture Of Cinema Chain Brand In Urumqi

Cinema is one of the mature and well-developed recreational facilities in a city, and also it serves as an index for measuring the level of development of urban consuming culture. Generally speaking, the more professional the cinema in serving as recreational facility, the more mature the development of urban consuming culture. Through a thorough and in-depth investigation on the four functions of our objective cinema, which is a cinema chain in Urumqi, this paper aims at obtaining a better understanding of the development of consuming culture in Urumqi.Following is the overall structure of the paper and emphasis of each section.The introduction section presents the four functions of cinema, and then discusses the order of importance of the four functions in different period by taking the development of cinema in America as an example. Also this paper depicts the interaction of those four functions during the development of cinema line system and provides an outline of cinema line system in the era of reform of film industry in our country.The first chapter introduces the generative mechanism and operational strategies of digital cinema chain in the era of reform of cinema line system. In the meantime, this paper presents the operation modes of two different types of cinemas in Urumqi, and further enumerates the emerging issues during the transformation of functions of these two cinemas.Based on the data collected from the questionnaires, the second chapter provides us with an evaluation of status of development of cinema consuming culture in Urumqi. One step further, this paper illustrates the consumption view and film-watching habits of consumers in Urumqi, and their cognition degree of cinema chain brand. Meanwhile, it provides the status in quo of development of cinema consuming culture in Urumqi based on a comparison between the experience and feedback of consumers in Urumqi and those two classic cinemas introduced in the first chapter.Viewing the dilemma emerged in the transformation of function of local cinemas in Urumqi as a breakthrough point; the last chapter analyzes the cause of forming of the cinema consuming culture in Urumqi.In conclusion, based on the analysis of data collected from questionnaires, this paper presents us the status of cinema consuming culture in Urumqi. At the same time, it uses the cinema consuming culture as cut-in point, analyzes the current status and cause of forming of consuming culture in Urumqi. The above two aspects are the innovation of this paper. While the cinema market in Urumqi is still in continuing professional development, and the causes of forming of the current status of consuming culture in Urumqi is complicated. This definitely makes the analysis even harder than imagined, so the analysis may not be enough and description may be imperfection at some points. The film industry in Urumqi is just taking off, hopefully and definitely, cinema consuming culture would be a field of great potential deserving investigation and research in the following decades.