电影发行的资本哲学

The Capitalist Philosophy of Film Distribution

以发行为本的电影逻辑,是一种以发行为中心向上下游发展的逻辑,而与商业产品的一般产业链逻辑不同。发行为本体现了电影商业原则的权力平衡:上下游的资本平衡以及资本流动的平衡,观赏权力与商业权力的平衡,时尚权力与资本权力的平衡,个人意志权力与票房利润权力的平衡。对电影发行来说,电影商业原则的权力平衡是相对的,发行的资本性是脆弱和不稳定的,它存在着时间、空间等诸多变数:发行的时空坐标、虚拟的时空流通、溢出的时空消费。营销即传播,数字化时代的电影营销,将会更加依赖信息传播。

The logic of the film,focused on distribution and moves up and down the industrial chain,is different from that of other industries.Its focus on distribution reflects the power balance in the commercial principles of the film industry,including the balance between up and down the industrial chain,between different directions of capital flow,between the audience and the business,between fashion and capital,and between personal will and the box office.Film distribution’s power balance is relative,its return on capital changing with distribution space-time,distribution channels,and digital distribution.The future of film marketing lies in information distribution.