北美外语片市场与张艺谋电影的竞争力

Foreign Language Film in North American Market and Zhang Yimou's Competitiveness

张艺谋是考察当下中国电影竞争力的最佳案例之一。从张艺谋电影的北美票房数据可以看出,影响电影海外竞争力的权重元素,首先是性/欲望与权威主义密切相关的审美意识形态,几乎决定了市场的关注度;其次是突出的美学形式,能够产生异乎寻常的艺术价值与吸引力;最后是视觉奇观,能在前两者基础上增设更多的社会议题,但就自身而言,缺乏足够的市场影响。2006年之后的张艺谋电影乃至中国电影失去海外竞争力,即是私人经验与公共经验的极度萎缩,表现为文化传统与在地经验的双重缺失。为此,张艺谋创作需要从身份定位、微观力量、现代性内涵等五个方面努力。

Zhang Yimou is one of the best cases to study the competitiveness of contemporary Chinese cinema. After analyzing the data of the North American box office,this paper puts forward that there are three weighting factors influencing Zhang Yimou films＇ overseas competitiveness. The first is aesthetic ideology closely related to sex / desire and authoritarian,which almost decided the market＇s attention. The second is the prominent aesthetic form that can produce extraordinary artistic value and attractiveness. The third is the visual spectacle which can create more social issues on the basis of the previous two factors,but in itself lacks adequate market impact.After 2006,Zhang Yimou films and even the whole Chinese cinema have been losing overseas competitiveness because of public experience and private experience＇ withering,which showed the lack of cultural tradition and experience on the ground. To this end,Zhang Yimou needs to work in five areas,such as identity,micro power,modernity connotation,and so on.