从自我突破走向全面变革——《建军大业》对“主旋律”电影发展的启示
发布时间：2018-08-06 18:37
【摘要】：从1987年提出"主旋律"电影这个概念至今已三十年,期间"主旋律"电影创造过辉煌,也经历过沉寂,当年为纠偏电影过度娱乐化倾向而倡导的"主旋律"电影在产业化语境下如何自我调适是中国迈向电影强国的重要命题。从《建国大业》到《建军大业》,"主旋律"电影一直在尝试打破成规,"明星化"和"类型化"的策略也卓有成效,但市场的变化提出了更大挑战,《建军大业》与《战狼2》票房收入上的巨大落差表明,"主旋律"电影仅靠局部的突破已难有作为,如何正确处理价值引领与市场导向的辩证关系,实现从题材立项规划到市场终端营销的全链条革新将是"主旋律"电影下一步的努力方向。
[Abstract]:It has been thirty years since the concept of "theme" film was put forward in 1987. During this period, the "theme" film has created brilliance and experienced silence. In order to correct the tendency of excessive entertainment of films, it is an important proposition that how to adjust itself in the context of industrialization. From the cause of Founding the people's Republic to the cause of Building the Army, the main Melody film has been trying to break the rules, and the strategies of "stardom" and "typology" have been fruitful. However, the changes in the market have posed a greater challenge. The huge difference in box office income between "Building the Army" and "Wolf Warriors 2" shows that the "theme" film is no longer able to do anything by merely relying on local breakthroughs, and how to correctly handle the dialectical relationship between value guidance and market orientation. Realizing the whole chain innovation from theme planning to market terminal marketing will be the next step of the theme movie.
【作者单位】： 北京师范大学艺术与传媒学院;
【分类号】：J943
，
本文编号：2168631
[Abstract]:It has been thirty years since the concept of "theme" film was put forward in 1987. During this period, the "theme" film has created brilliance and experienced silence. In order to correct the tendency of excessive entertainment of films, it is an important proposition that how to adjust itself in the context of industrialization. From the cause of Founding the people's Republic to the cause of Building the Army, the main Melody film has been trying to break the rules, and the strategies of "stardom" and "typology" have been fruitful. However, the changes in the market have posed a greater challenge. The huge difference in box office income between "Building the Army" and "Wolf Warriors 2" shows that the "theme" film is no longer able to do anything by merely relying on local breakthroughs, and how to correctly handle the dialectical relationship between value guidance and market orientation. Realizing the whole chain innovation from theme planning to market terminal marketing will be the next step of the theme movie.
【作者单位】： 北京师范大学艺术与传媒学院;
【分类号】：J943
，
本文编号：2168631
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