当下国产主旋律电影的创新性探索

The Creative Exploration of Domestic Mainstream Movies

随着我国电影政策的进一步放开和市场产业化进程的加快,国产主旋律影片借鉴了商业化电影成功的实践运作模式,尤其是整合市场营销中,不仅带领国产电影走出了"叫好不叫座"的窘境,陆续占领国内电影市场以及票房份额。本文通过对国产主旋律影片的创新性、成功典范以及与商业化结合的营销道路进行探索。

With the further opening of the releasing policy and the acceleration of the industrialization process of the market, domestic mainstream movies have captured the share of domestic movie market increasingly as well as waking out of the awkward situation ： ＂good movies, poor sales＂ by referring with the successful practical opera- tion mode of commercial movies, especially in integrated marketing. This paper explores the innovativeness, some successful examples and commercializing modes of domestic mainstream movies.