制度逻辑视角下院线窗口期缩短趋势的动因探究

Research on the Trend of Shortening Window Periods of Theater Chains from the Institutional Logics Perspective

长期以来,窗口期作为电影发行中的一项固有规则,被片方、院线和平台接受并稳定执行。但近年来,窗口期的时长呈现出不断缩短的趋势。在这一现象背后,折射出的是电影发行窗口之间制度逻辑相互融合的趋势。本文从窗口期的制度本质出发,发现了制度与主导逻辑的不匹配是当前电影发行行业内“阵痛”的主要因素之一。因此,推动窗口期的灵活化与定制化发展,促进网络窗口、院线窗口的深度融合,是突破当前窗口期困境的重要方式。

For a long time, the rule of window period has been widely accepted and executed by the who-le film industry. However, in recent years, the average length of the window period is getting shorter. This phenomenon reflects the convergence of institutional logics between the windows. Based on the institutional logics perspective and institutional nature of the rule, this article finds that the main cause of such phenomenon is the mismatch between the institution and the dominant logic of the field. Therefore, the industry needs a window period rule that is more flexible and customized.