合作放映和影戏票买赠之始——1897年《申报》影戏广告研究

Visual Advertising in Shun Pao in 1897:Taking Tianhua Chayuan as an Example

研究早期《申报》的影像放映广告和照相广告,对了解上海影像业发展乃至还原中国电影的传入史和发生史有着重大意义。自《申报》创刊以来,影戏广告受演出政策、报纸改版、放映设备来华、放映技术等因素影响,数量一直不稳定,而1897年影戏广告数量达到了影像放映广告的第一个峰值,同时放映场所明显增多。主要原因是出现了中美合作放映,尽管当时还并未出现真正的电影,但对于视觉影像的渴望,以及早期中国电影发展的萌芽都已显露无遗。

This study on Shun Pao centers on film and photo advertisements,which was of great significance for understanding the development of Shanghai’s imaging industry and even for restoring the history of the introduction and exhibition of films in China.In the early years of Shun Pao,the number of movie advertisements had been unstable because they were affected by policies,newspaper reforms,the imports of projection equipment to China,and screening technologies.In 1897,the number of movie advertisements reached its first peak because of the emergence of cooperative screenings with the US.The number of film exhibition venues also increased significantly.Although there were no real movies at the time,the desire for visual images undoubtedly arose,paving the way for the budding of early Chinese motion pictures.