发行放映局限对我国电影院线商业模式的影响分析

Influence of the Limitations of Distribution and Projection Upon the Business Model of Cinema Chain in China

目前院线行业化商业模式共性明显,院线企业实现价值主要依靠院线扩张、影院建设、价格战、档期战等其他企业可复制的低端手段。过度依赖票房分账而分账体系不够合理导致近年制片、发行、放映三方纷争不断,并催生束缚院线发展的两大问题:一是票价问题,二是影院诚信问题。院线缺乏核心竞争力,千院一片现象严重:市场上发行的中、外电影内容同质化严重;主流的发行渠道粗放、发行模式单一加剧"档期战"和中小成本电影难入院线;院线对具有艺术价值和商业价值的中小成本电影的选择和排期缺乏科学合理的长远考虑。

At present, there is an obviously similar business model of cinema chain industry in China. Chinese cinema chain enterprises largely depend on such low-end and reproducible means as the expansion of cinema chain, construction of cinema, price war, schedule war to realize their values. Too much dependence on the money distribution of box office and the irrational system of the money distribution result in endless disputes among industries of film making, distribution and projection in recent years, thus giving rise to two major problems in the development of cinema chain： the problem of price, and the problem of sincerity. China cinema chain does not enjoy its core competitiveness. There is a popular phenomenon that one movie is screened during the same period of time in hundreds of cinemas. Besides, movies on the screen, no matter produced at home or abroad, suffer＇a great deal by the conspicuous product homogeneity. The extensive channel and the single mode of the distribution of movies deteriorate the schedule war and the problem of being difficult for small and medium industries to get into the cinema chain. The cinema chain does not have a reasonable and long-term consideration over the choice and duration of those small-and-medium-cost movies which enjoy artistic and commercial values.