Research On The Phenomenon Of Cinema Re-Release In China From The Perspective Of The Long Tail Theory

In the film market,the "80-20 rule" is very obvious,that is,about 20% of the new films can get more than 80% of the box office,and about 80% of the old films once they lose the title of the first film,unless they are re-released in theaters,it is difficult to make a large profit again.So all along,opening films,especially audiovisual blockbusters,occupy the "head" of the cinema schedule,while re-releases occupy the "tail".From the perspective of film economics,this arrangement may make some sense,but it does not mean that theatrical re-release behavior is unimportant.Whether in order to promote the healthy development of film art ecology,or to meet the individual needs of minority moviegoers,as well as to respond to the audience’s rigid requirements for high-quality films and high quality movie-watching experience,Chinese cinemas have its existence value.The outbreak of COVID-19 in 2020 has unexpectedly become a new impetus for the development of cinema re-screening,a phenomenon of minority cinema viewing.The economic value brought by cinema re-screening in the three years of the epidemic is a powerful demonstration of the "Long tail theory" proposed by Chris Anderson in the field of cinema viewing in the Internet era."When the Internet works,niche products and services aimed at specific niche groups can have the same financial appeal as the mainstream ’head.’" At the beginning of 2023,when the epidemic was declared over,the study of cinema re-screening phenomenon should not only be conducted from the perspective of economics.And more should borrow the "long tail theory" to analyze its important value for the film industry and cinema development.Therefore,this paper revises the application of the "Long tail theory" in the introduction.On the premise of the landing of the "long tail theory",the phenomenon of cinema re-screening is deeply explored,which has positive significance for the numerous long-tail products(classic old films)in the Chinese film market to be revitalized and how to expand new ideas for cinema management.This paper believes that the reasons for the flourishing of cinema re-release phenomenon and its future development direction are closely related to the background of "Internet +".Making full use of the Internet to create a buzz for cinema re-release behavior will help physical cinemas to achieve benign management in the future.In view of this,from the perspective of the "long tail theory" after landing,this paper firstly focuses on the phenomenon of re-screening of old films in Chinese cinemas gradually increasing in recent years,collects and analyzes data on this phenomenon,and tries to sort out its development process.In particular,it pays attention to the different changes before and after the impact of the global novel coronavirus epidemic,and summarizes the most popular re-screening film types.At the same time,explore the current distribution layout of cinema re-release to provide reference ideas for cinema re-release in the future.Secondly,based on the "long tail" thinking and the results of the questionnaire survey,the reasons for the rapid development of cinema re-release phenomenon in recent years are deeply explored by using the three key links of production,communication and connecting supply and demand of the long tail theory,and the feasibility of the development idea of cinema re-release is further verified.It also analyzes the risks and challenges in the development process of cinema re-release and points out its competitiveness.Finally,based on the internal and external difficulties of cinema re-release,this paper provides development strategies for Chinese cinema re-release from the three links of "film selection,promotion and distribution,and added value",in order to provide theoretical basis and reference ideas for building a long-term mechanism for cinema re-release development,and respond to the personalized,professional and differentiated appeal of cinema viewing by fans in the new era.Thus,it will promote the development of cinema re-screening to have better long-term value and practical significance.