中国早期商业电影的商业运作行为研究(1922—1931)——以宣传图片为中心

On Commercial Operation in Early Chinese Commercial Film(1922-1931): Centering on Publicity Pictures

中国电影1905年诞生,直到1922年后国产商业电影才走向繁荣,各种商业宣传手段也开始出现。1925年到1926年之间,《上海画报》、《良友》、《银星》先后创刊,这些以图片为主的杂志开始登载各类与电影有关的图片,包括电影剧照、电影明星照片、电影片场摄影等。与此同时,各种招贴海报也成为电影宣传的重要手段。这些宣传图片为后来的研究者提供了大量的资料。从图片中,可以简要了解当时电影业发展的概况,更重要的是可以窥探出当时电影背后的诸如拍摄期的宣传、电影明星的推广等商业运作手段。

The Chinese film business was not very prosperous since its birth in 1905 until the Star Film Company founded in 1922.Then,domestic commercial film industry began to prosper,and a variety of means of commercial publicity also began to appear.Between 1925 and 1926,Shanghai Pictorial,Good Friend and Silver Star were founded.These magazines posted all kinds of pictures about movies,including movies stills,movies stars’ pictures,and photos of movies studios.At the same time,a variety of posters also became an important means of film promotion.These promotional pictures provide a lot of information for later researchers.From the pictures,researchers can leam briefly about the general development of film industry and,more importantly,they can find out the commercial operation means behind the films,such as the publicity of the fliming,the movie stars’ promotion,etc.