主旋律电影市场运作的战略对策和发展展望

发布时间：2018-01-20 13:16

本文关键词： 主旋律电影运营原则运营策略发展展望　出处：《江西财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：自1987年3月第一次在全国电影工作会议郑重提出“突出主旋律,坚持多样化”的口号以来,主旋律电影在中国电影市场上一直占有十分重要的地位,作为表达国家主流意识形态,传播社会主流价值观的重要媒介,主旋律电影拥有极为强大的文化话语权,纵观每一历史时期,主旋律电影都有出色的表现和可观成绩,曾出现了诸如《大决战》、《开国大典》、《百色起义》、《周恩来》、《焦裕禄》、《国歌》、《我的1919》、《离开雷锋的日子》、《唐山大地震》、《建国大业》等具有社会广泛影响力的优秀作品。欣喜之余,我们却理性地发觉,即便有国家政府这个“大护翼”照看,有些制作模式老套、缺乏创意、传声筒、报道式的刻板“主旋律”电影仍然没有达到令人满意的表现,它们不仅没有发挥应有的社会效益,反而降低了大众对“主旋律”题材电影的观赏兴趣,影响了电影自身的艺术魅力,使“主旋律”电影陷入了鲜有人问津的尴尬境地。很多观众,尤其是80、90后的新生代将目光纷纷投向陈凯歌、张艺谋、冯小刚等导演的商业大片上,《无极》、《英雄》、《非诚勿扰1、2》等电影曾一度垄断了各大影院和节目频道。当然,不可否认的是,随着中国改革开放步伐的加快和市场化程度的进一步深入,近年来也有不少电影人开始注重“主旋律”电影的市场运营,研究其发展策略,陆续出现了诸如《建国大业》、《建党伟业》、《湘江北去》、《秋之白华》、《集结号》、《南京!南京!》等质量上乘作品,这些优秀电影作品的先进制作方法和营销手段值得我们学习和反思。本文首先从一个宏观的视角梳理了我国“主旋律”电影在其成长的二十余年间所遭遇的各种尴尬现象,综合运用管理学、经济学、市场营销学以及社会心理学等多门学科知识剖析问题根源；其次,结合多部典型案例,从一个微观的视角来探析主旋律市场运营的原则和策略；最后回归于当前市场经济时代,在把握和倡导社会主流价值观的前提之下,探索主旋律电影的“主旋律内容、商业化运作”的未来发展之路。今后,主旋律电影将继续在传播主流意识,弘扬主流价值观,倡导国家政策等方面发挥其巨大的社会教育作用。因此,无论是面对风云变幻的市场挑战,还是面对日趋严格和挑剔的多样化观众,主旋律电影人只有不断创作出思想精深、制作精良、艺术精湛以及运营灵活的作品,才能更好地完成我们的历史使命,促进主旋律电影充分发挥其应有的“国家级”媒介作用。
[Abstract]:Since March 1987, the first time in the National Film Conference solemnly put forward the slogan "highlight the main melody, adhere to diversity" slogan, the theme film has been playing a very important role in the Chinese film market. As an important medium to express the national mainstream ideology and spread the social mainstream values, the theme film has a very strong cultural discourse, throughout every historical period. The main theme movies all have outstanding performance and remarkable achievement, have appeared such as "the great decisive battle", "the founding ceremony", "Baise uprising", < Zhou Enlai >, < Jiao Yulu >, "the national anthem", < my 1919 >. The days of leaving Lei Feng, the Tangshan earthquake, the cause of Founding a Nation, and other outstanding works with wide social influence. Happily, however, we rationally find that even with the care of the "big guard wing" of the national government, some of the production models are old-fashioned, lack of originality, and a mouthpiece. The reportage stereotype "the main melody" movie still has not achieved the satisfactory performance, they not only did not display the due social benefit, but reduced the popular viewing interest to the "theme" theme movie. Affected the artistic charm of the film itself, so that the "theme" film into an awkward situation that few people ask. Many viewers, especially the new generation after 80, 90 will focus on Chen Kaige, Zhang Yimou. On the commercial blockbusters directed by Feng Xiaogang, such films as "Wuji", "Hero", "if you are the one" once monopolized major cinemas and program channels. Of course, there is no denying that. With the acceleration of China's reform and opening up and the further deepening of the degree of marketization, in recent years, many filmmakers have begun to pay attention to the "theme" film market operation, research its development strategy. Such as the great cause of the founding of the people's Republic of China, the great cause of the founding of the Party, the great cause of the founding of the Party, the northbound Xiangjiang River, the White China of the Autumn Festival, the Assembly number, and Nanjing! Nanjing! The advanced production methods and marketing methods of these excellent films are worthy of our study and reflection. This paper firstly combs all kinds of embarrassing phenomena encountered by the "theme" film in its 20 years of growth from a macro perspective, and synthetically applies management science and economics. Marketing and social psychology and other disciplines of knowledge to analyze the root causes of the problem; Secondly, combining with many typical cases, this paper analyzes the principles and strategies of the main melody market operation from a micro perspective. Finally, returning to the current era of market economy, under the premise of grasping and advocating the mainstream values of the society, this paper explores the way of the future development of the theme film "main melody content, commercial operation". In the future, the theme film will continue to play its great role in social education in the aspects of spreading mainstream consciousness, carrying forward mainstream values, advocating national policies, etc. Therefore, no matter in the face of changing market challenges. Or in the face of increasingly strict and picky diverse audiences, the theme filmmakers only continue to create deep thinking, excellent production, exquisite art and flexible operation of works, in order to better complete our historical mission. Promote the theme film to give full play to its "national" media role.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

【参考文献】