解读印度电影“现象级”传播的密码

2020年,受新冠肺炎疫情影响,全球电影业受到很大冲击,但是"全产业链"、互联网播出平台等的发展,电影受众的人数和热情并没有减少。2016年以来印度电影在中国曾经呈现"现象级"传播的特点,而且其国际传播成功经验也让中国电影人深感好奇,特别是中国电影逐渐在国内取得良好发展势头时,却常常"出海遇冷",这其中的问题来自哪里?同样作为第三世界发展中国家,印度电影却能吸引全世界的目光,其秘诀是什么?本文试图综合笔者自身的经历、在大学开设《印度影视文化》课程的经验、对于印度文化的深入体验以及对于印度电影产业的研究等多角度,尝试解读印度电影"现象级"传播的密码。

Due to the COVID-19 epidemic in 2020,the film industry has been greatly affected.However,the enthusiasm of film audiences has not declined with the development of the"full industry chain"and Internet broadcast platforms.Since 2016,Indian films have exhibited the characteristics of"phenomenal"dissemination in China,and their successful international dissemination experience has intrigued Chinese filmmakers.Especially when Chinese films are gradually developing in China,whereas they confront difficulties in international dissemination,which has sparked the filmmakers a self-examination:where is the problem?As an economically underdeveloped country in the third world,Indian films can attract the attention of the world.What is the secret?This essay attempts to focus on the author’s own experience,the experience of setting up the"Indian Film and Television Culture"course in the university,the in-depth experience of Indian culture,and the research of the Indian film industry to interpret some of the codes of the"phenomenal"dissemination of Indian films.