影展品牌化建设与城市电影文化建构的互动关系——以金鸡影展的厦门影迷调研为例

Interactive Relationship between Film Festival Branding and Urban Film Culture Construction:A Case Study of the Golden Rooster Film Festival’s Xiamen Audience

对厦门本地受众的访问式问卷调研结果显示,厦门金鸡影展的专业化和市场化运营,形成了本地观众的迷影群体特征,促进了金鸡影展的品牌化建设;而迷影群体又反过来推动了城市观影氛围的形成和电影文化的塑造。建议厦门以金鸡影展为火车头,落实“全年金鸡”,带动全年影展;利用全年影展,联动城市文旅,促进城市文化和影展文化的共生;利用城市的地缘文化特征,加深影展品牌化、国际化水平,促进影展品牌化建设与城市电影文化建构的良性互动。

Survey results from local Xiamen audiences show that the professional and market-focused approach of the Xiamen Golden Rooster Film Festival has successfully developed unique characteristics for our local cinephile communities.This has helped enhance the festival’s brand.These cinephile communities have in turn contributed to a distinctive city-wide film culture.The paper proposes that Xiamen use the Golden Rooster Film Festival as a driving force to enable a year-round Golden Rooster and ongoing film festivals throughout the year.These year-round festivals can engage with the city’s cultural tourism efforts to foster a harmonious coexistence of urban and festival cultures.By leveraging the city’s geographical cultural features,the film festival’s branding and level of internationalization can be further enhanced,and a mutually beneficial relationship between the film festival’s branding and the development of urban film culture can be thus ensured.