新时期中国院线电影发展格局探赜——兼论全媒体时代网络电影营销策略

On the development pattern of Chinese cinema in the new era--On the marketing strategy of online film in the era of all media

《囧妈》于疫情期间的线上放映是回应全媒体(omnimedia)语境下影视发展的潮流与趋势的一个突出代表,它突破了"一切以院线马首是瞻"的电影行业的传统规则,成为了中国电影产业"旧制度"的颠覆者和"变革者"。事实上,电影产业当前正处于一种新旧范式转换的过渡阶段,而"互联网+"则是这种范式转换的外在表现。

The online screening of"lost Mom"during the epidemic is an outstanding representative of the trend and trend of film and television development in the context of Omnimedia.It breaks through the traditional rules of the film industry that"all films should be seen from the front",and becomes the subverter and"reformer"of the"old system"of China’s film industry.In fact,the movie industry is in the transitional stage of the transformation of the old and new paradigm,and the"Internet plus"is the external manifestation of this paradigm shift.