The Reserch On Cultural Discount Of Chinese American Co-production

In recent years,the rapid development of the Chinese film market has aroused the excitement of global film investors.The international film giants,led by Hollywood,have long been sharpening the Chinese market,trying to get a share of the Chinese market in a combined way.In the past decades,China and the United States have not received good benefits in the dissemination effect,the scale development and the market evaluation.It is difficult for investors to get good returns.China and the United States face a dual crisis of culture and commerce.This is related to the cultural discount between Chinese and American co productions in China and the United States.In view of this,this article hopes to make a practical and feasible evasion strategy by summarizing the cultural discounts and analyzing the reasons for the cultural discounts,which is of practical significance to the solution of the international cultural differences in the process of the development of the Chinese film.By consulting the big box office database and the authoritative film scoring website,we found the following cultural Discounts:the box office and the word of mouth of China and the United States are not optimistic.There is a widespread problem of Chinese image distortion,and the Chinese and Western audiences show different degrees of "resistance".In view of the above cultural discount phenomenon,this paper analyzes the reasons for the cultural discount between Chinese and American co productions from three perspectives.From the point of view of the text disseminator,the differences of Chinese and American cultural background and the lack of Chinese subjective discourse power are the causes of cultural discounts.From the perspective of the text itself,the single type of film,Chinese elements to the surface,and the "Chinese taste"can not be maintained in white language can cause cultural discounts from the perspective of the text itself.From the perspective of text receiver,readers'preferences and stereotypes will lead to misreading of Chinese and American co productions,and cultural discounts will come from them.In view of the above reasons,this paper proposes strategies to avoid cultural discounts.One is to find the Sino American cultural conjunction and learn to "tell stories in the other's language”.Two,China should actively grasp the cultural initiative,clean up the deep-rooted ideology of the United States,and integrate the Chinese characteristics into the film.Three,we should learn from Hollywood and improve the upper,middle and lower reaches of the movie industry chain.Finally,the Chinese and American co productions need to follow the footsteps of the times to foster "Internet thinking" and pay close attention to the demand for "Internet generation".