贺岁片的品牌策略研究——以“冯氏贺岁片”为例

On the Brand Strategy of New Year's Films——Case Study of "Feng Xiaogang's New Year's Films"

在好莱坞大片的屡屡冲击下,中国电影确实经历了一个低迷期,但随着具有市民品味的贺岁电影的推出,不仅形成了一个固定的档期,而且在一定程度上打破了好莱坞模式的垄断。贺岁片主题的贴近性、悲情元素正剧因素对喜剧的注入、以及长期以来符合观众消费的期待心理、明星与故事角色的契合性使得这样一个平民化的电影模式在竞争的夹缝中顽强的生存了下来。

Feng Xiaogang＇s new year＇s films are special for the appropinquity of their themes,the feature of comedies mixed with tragic elements and drama factors,living up to the consumption expectation of the audience,and fitting film stars into characters in the story,all of which enables this civilian film mode to survive in a harsh competition.