2014年世界电影内容生产策略与中国电影海外市场定位

2014 World Film Production Strategy and Overseas Marketing Orientation for Chinese Film

紧密结合叙事、创意与技术,把社会、政治、文化、心理维度作为功能强大的阐释滤镜抑或精彩滤镜合集,是统领电影内容生产的指导原则。2014年,世界电影博取海外市场收益的内容生产策略表现为:加强公共性品质;在流行叙事中浇铸原型人物;整合全球性语言与作者/民族风格;对高雅文化进行自主的商业美学创新。有鉴于此,本文结合类型叙事、受众心理,深入辨析中国电影应该如何进行海外市场定位,提高国际能见度。

The universal guiding principle of film production is to make films as a gigantic filtering mirror or a collection of mirrors to reflect society,politics,culture and psychology by combining narrative,innovation and technology. The overseas marketing strategies for 2014 world films can be listed as follows： to strength the commonalty,to incarnate prototypes with popular narrative,to integrate global languages with the authorial or national style,and innovate the high culture with business aesthetics. In view of these,this paper analyzed how to orient the overseas market for Chinese film and promote its international fame by referring to the genre narrative and the audience＇s reception.