电影类型与受众接受——2012年电影受众接受实证研究

Genres and Acceptance:An Empirical Study on the Movie Audience in 2012

中国电影产业发展的新阶段,意味着开拓与建构层次更为丰富且具有中国特色、符合本土文化与受众接受特色的类型片体系。文章立足于2012年对北京地区电影受众的问卷调研,研究发现:电影消费作为都市生活融入的方式,具有促进社会流动与融合的重要功能。电影受众的学历、户籍、年龄、婚恋状况、性别因素都对其营销评价有明显的影响,对口碑影响差异不大。电影受众存在明显的"学历断层"、"代际偏废"等特征,因而需要特别关照低学历群体、中老年群体。国产电影与进口电影相较,普遍存在差距,尤其在"故事类"、"动作类"影片的口碑评价与"动画类"影片的市场营销方面差距更为显著。

At the new stage of development, it is important for the Chinese film industry to develop and construct the Chinese domestic commercial film genre system acceptable to the local culture and audiences. This empirical study, based on data analysis of the movie audience questionnaire surveyed in Beijing in 2012, reveals that film consumption, as a way integrated into the modern city life, shows its powerful potential to promote social mobility and integration. Audience＇s education, residence, age, marital status and gender have obvious influence on their marketing assessments, but relatively less influence on the reputations of the movies. Considering the existence of ＂the gap between different educational degree＂ and ＂generational tendentiousness＂ among movie audiences, special attention should be paid between the Chinese film and the action movie, as to the low-education group and elderly group. There has been a huge gap s, and the imported films, particularly in the reputation of the feature movie well as the marketing of the animated movies.