Research On The Improvement And Upgrading Of Rural Film Screening For Public Welfare In The New Era

The public welfare screening of rural films is a project that the state provides free or low-cost benefits to farmers to protect their basic cultural rights and interests,and it is also an important part of the rural public cultural service system.Over the past 40 years of reform and opening up,China’s rural film public welfare screening has been greatly developed,which basically meets the needs of farmers.However,in the new era,the major social contradictions in China have undergone historical changes,and the unbalanced and inadequate development of rural film screening has gradually become prominent.Therefore,it is necessary to study it deeply.Based on the disciplinary perspective of public management,under the care of public goods and market failures,this paper discusses the imbalance and insufficiency of rural film screenings.It is proposed that the construction of fixed screening venues and the improvement of the quality of screening services are the public welfare screenings of rural films The development direction of upgrading and upgrading,and increasing government investment is the key to changing the appearance and upgrading of rural movie screenings.Specifically,the article first comprehensively sorts out and objectively evaluates the academic history of rural film screenings at home and abroad;Second,it introduces the public goods and public market failure theory and its fit with this article,and reviews the rural films in China since the reform and opening up The development process of the screening;secondly,it sorted out the current rural film screening problems such as low resource allocation efficiency and insufficient commercial screening;and compared the construction of rural digital theaters in Anji,Zhejiang and Hefeng,Hubei;Finally,on how to promote the quality and upgrading of public film screenings in rural areas,ten suggestions are made from the perspective of the government and the operating body: on the one hand,the government should effectively bear the main responsibility for the supply of public cultural products,and it should increase capital investment and accelerate the fixed screening place Construction,substantial introduction of high-quality films,and reduction in the price of commercial films.At the same time,the government should also increase policy regulation and scientific guidance to strengthen government supervision.On the other hand,it is necessary to reform the basis and system of the subsidy for film projection subsidy,from "exhibition" as the basis to "individual" as the basis,so that the projection unit can truly become the market subject and operating subject to improve the quality of public film projection services in rural areas.Through the reform of the system and mechanism,encourage and guide the screening units to actively improve the viewing environment,reduce the time difference between the release of new films in urban and rural areas,and increase the precision of publicity efforts,and strive to attract rural residents to enter the cinema,and then promote the upgrading of the quality of public film screenings in rural areas.