摘要
在以往有关电影产业的研究中,研究者曾就电影的艺术成就和经济效益之间的关系提出疑问。本文认为,衡量一部电影艺术成就的标准是看它是否得到了业内的认可,而经济效益则直接取决于包括票房等在内的商业成绩。前者和专业影评人与普通消费者的评价有关,直接表现是能否得到电影业内的各项大奖,而后者则取决于观众的关注度、口碑和网站点击率等因素,与影片的推介度和知名度有直接关系,表现在其票房收入和影碟出租收入上。这两者从本质上来说是不同的、相互独立的两个方面。本文对190部电影进行了分析,认为影评人与消费者评价和推介度是两个独立的路径。本文提出的双路径模型对电影业营销人员、制作人、演员及其他从业者均有一定的启发意义。
Previous studies of the movie industry have raised questions concerning the problematic relationship between the success-related aspects of artistic excellence and commercial appeal.The present article proposes that——when the former is measured by industry recognition(Oscars and other awards) and the latter by market performance(box office and video rentals) and when the former hinges on the evaluative judgments of reviewers and consumers(ratings of excellence) and the latter on the level of buzz among these audience members(amount of attention,word of mouth,or click of mouse)——the two phenomena are essentially separable as independent paths to conceptually distinct and empirically uncorrelated aspects of motion-picture success.An analysis of data for 190 movies from the year 2003 shows that reviewer-and-consumer evaluations and buzz respond differently to a film's marketing clout(production budget,opening screens,and opening box office) and that these audience responses contribute independently to a film's industry recognition and market performance along two separable paths.These findings suggest various implications for movie marketers,film producers,actors or actresses,and other members of the motion-picture industry.
出处
《文化艺术研究》
2010年第2期241-252,共12页
Studies in Culture and Art
