The reason why the Lunar New Year file has become the first important file of the year has its background. The first is the prosperity of the number of films in China. In 2009, the output exceeded 450 and the box office exceeded 6 billion yuan, showing a great leap forward. Secondly, the awareness of agenda has been enhanced. Producers have realized that with the deepening of marketization, the "schedule" from the market concept determines the audience's high attention to the film and grab the market, especially during the New Year's Eve, the chances of getting a piece of the action are much higher than usual. The third is the audience's cognition of the schedule. During the schedule, the awareness of watching movies is getting stronger and stronger, which consciously drives the enthusiasm of going to the cinema to watch movies. Fourth, manufacturers and exhibitors have strengthened their market awareness and tried their best to expand the new year's eve stalls. Manufacturers even produce products specially for this period, and exhibitors strive for the maximum profit for the whole year during this period. We must pay attention to the strengthening of China's agenda consciousness. In the past, only the Lunar New Year's Eve was familiar. In 2009, summer vacation became the second most popular timetable, and the third one was also established on National Day. From this point of view, it proves the sustained and all-round development of China films as a whole. Therefore, no matter the creators, exhibitors or audiences, they all focus on the New Year's Eve. It can be expected that the income of this year's Lunar New Year will far exceed that of last year. With the gradual increase of film production and the rapid growth of screen blocks in China, it is expected that the New Year's Eve file will heat up.
It is also very important that the Lunar New Year file has become a barometer of film creation throughout the year. The output, screening and box office of China movies are increasing continuously, and the overall cake size is the main background. The biggest fact behind this is that the creation is relatively rich, the audience's enthusiasm for paying attention to movies is growing, and the social and cultural development is accelerating. It is more and more obvious that the Lunar New Year file will be extended and delayed. However, the crowded New Year's Eve stalls, how to realize the relationship between the good trend of cake enlargement and how to moderately lengthen the cycle, how to focus on the most popular movies in a year, how to promote the increase of movies, how to keep the audience's attention and expand their daily enthusiasm for watching movies, and how to expand other stalls are all practical problems that need to be considered.
But in any case, a correct evaluation of the phenomenon of New Year's films can guide the correct development of New Year's files.
First, New Year's film is the product of market economy. For the past films, it is impossible to produce a New Year film without the concept of market. 1 1 years ago, the concept of New Year's film was introduced from Hong Kong and was born in a market economy environment. The emergence of New Year's Creation shows that China has moved from the planned economy era to the market economy era.
Secondly, New Year's Eve movies are the product of popular culture, and China movies have begun to meet the requirements of China audiences for culture and entertainment. The iconic figure is Xiaogang Feng, and Xiaogang Feng is a director who is well versed in popular culture. His creation also coincides with the trend of popular culture and can maintain his own personality. New Year's films meet the needs of the public, which proves that China is more open and moving towards a market economy.
Thirdly, New Year's Eve movies have well transformed the fit between film cultural products and public psychological needs, and its vigorous development has its rationality. Obviously, New Year's Eve movies have changed the expression form of film art and realized the psychology of conforming to the audience and seeking entertainment. It can be said that the New Year's film has brought the popularity of China's film culture, and the status of China's film culture has changed cognitively. Watching movies is a kind of cultural influence, and the enthusiasm on New Year's Eve brings about the popularization of movie culture and the promotion of domestic movie share.
Fourth, New Year's Eve movies have greatly promoted the production of local movies. Only when the film is made can it pay off. From the old film era, more attention was paid to input and output, production enthusiasm and quantity increased, and more and better high-quality creations were brought on the basis of quantity growth, which was conducive to the realization of multi-style film creation. The development of New Year's Eve movies just reflects that China movies are gradually moving from the trough to the present prosperity, which is even more obvious when domestic movies occupy half of the national box office for six consecutive years.
But we have to pay attention to another problem: how to develop in diversity. The development of New Year's Eve movies began with A, B, C and D, showing obvious development trends in content and genre performance: First, from small movies to big movies, most of them used to be trivial, but now they are investing more and more. Secondly, from pure comedy to diverse themes, the New Year film has changed from a single style to a relatively rich, diverse and humanized style. Thirdly, from pure entertainment to the involvement of more mainstream films including national ideology, the New Year film has formed a state of mixed mainstream requirements, entertainment trends and various creative forms. Especially with the successful entry of mainstream forms, it is also necessary to promote national culture during the Lunar New Year, instead of just mocking bloggers. Finally, from the perspective of film art, some New Year's films have improved their creative sophistication, and their artistic skills, styles and techniques have been strengthened. Assembly, if you are the one, etc. They all belong to a considerable scale of New Year's creation, and the creative forms and styles such as bodyguards and assassins are also obvious.
From the prosperity of New Year's films, we can see that there are still some problems in China's films: China's film market has gained positive vitality, especially the box office of domestic films has surpassed that of imported films for many years, which shows that the quality of domestic films is gradually improving. Not only the government supports it, but also the public likes it, which makes the cultural competitiveness enhanced at home. The increase in the total number and share of movies is undoubtedly a good thing for China. Facing the reality that Hollywood is the only one, the economic and cultural promotion of local films should be synchronized. I have to admit, with the disappearance of the public's novelty to Hollywood movies, the spectacle effect is indifferent, and the relative gap between China's film level and Hollywood's film level has narrowed, so it is natural to make a choice. However, whether it is Hollywood or China movies, without innovative and solid creation and unique things, people will feel bored. When Hollywood begins to occupy the market with local elements that the public likes, such as Kung Fu Panda, the crisis of our lack of cultural creativity deserves high attention. The local effect of domestic films and the diversity of cultural life should attract the public, but it is obviously not the best policy to blindly succumb to the vulgar taste of the public. There is still a long way to go before China films can compete with Hollywood technology blockbusters. We must make it clear that we need to carry out necessary protection policies for local culture, and we must not let Hollywood commercial films run amok because they give up local culture; In terms of market experience and artistic creation, domestic films need to learn from many aspects. The investment and distribution of Hollywood films are hard to compete, with an average investment of more than $50 million per film, which is unmatched by film distribution in China. Facing the most sensational movies "20 12" and "Avatar", we still have to learn from Hollywood, and the purpose of learning is to make our local things acceptable to the public.
When the New Year film has become the weather vane of the annual film, it is equally obvious to emphasize its value and problems. Actively encouraging and supporting local films is the need to enhance national dignity and cultural awareness. Without the support of national culture, it is difficult for local films to develop and grow. For the public, expecting to see more local films is the basis for our films to win the public's favor. As the representative of China's cultural image, the importance of movies is becoming more and more prominent. From this point of view, the influence of film culture on the public and its international influence are getting stronger and stronger, which is of greater significance to the cultural construction of China, because it is the most intuitive, gathers people and has the highest degree of market implementation. There is no reason why we should not strengthen the construction. The public can also be encouraged by the construction of local culture and enhance their confidence. It goes without saying that film culture is very important for the construction of a country's cultural image.
In a sense, China films can't be separated from New Year films, not only because of its excellent box office performance of13, but also because of its increasingly important value for the construction of the mainstream image of China culture. However, the current grand New Year greeting tide has exposed some unsatisfactory problems. Facing the expanding imagination space and technical support in Hollywood and the growing cultural and psychological needs of the public, it is not an alarmist that New Year's films are short-lived with no creative consciousness, low entertainment level and meaningless value.
In short, it's time for Chinese New Year films and China films to surpass the market to create value and seek long-term cultural brand building!