如何打造高票房——论《姊妹花》的宣传策略

发布时间：2018-12-09 14:16

【摘要】： 中国电影发展至今,已有一百多年历史了。电影作为一种特殊的商品,其“商品属性”,即票房,也越来越备受关注。在电影市场的考量中,票房是检验电影成败的最主要标准。在二十世纪三四十年代的早期中国电影中,《姊妹花》被认为是“票房神话”的先驱者。《姊妹花》在新光大戏院第一轮上映,就创下了连映六十天的纪录。据1934年4月14日《申报》上的本埠增刊广告统计,“接连一百人八十场客满、男女观众人数达二十万数千人、看二遍者约计一万数千人、妇女观众几无一人不流泪、男子感动而流泪者占百分之八十八、外埠专程来沪观此片这约千余人。”影片拷贝发行到外地18个省、53个城市和香港、南洋群岛等地放映。本文所要讨论研究的并非《姊妹花》在电影艺术上的造诣和创新,而是透过对影片的宣传手段来浅析《姊妹花》为何能打破当时的票房纪录。
[Abstract]:Chinese films have been developed for more than 100 years. Film as a special commodity, its "commodity attribute", namely box office, also get more and more attention. In the film market consideration, the box office is the most important criterion which examines the movie success or failure. In early 1930s and 1940s Chinese films, Sister Flower was considered a pioneer in Box Office Myth. The Sister Flower was released in the first round of the New Everbright Theater, setting a record 60 days in a row. According to the statistics of the local supplement on April 14, 1934, "one hundred people in a row were full of 80 people, the number of male and female viewers reached 200000, thousands of people watched it twice, and almost every woman in the audience did not shed tears." Men moved and tears accounted for 88%, the foreign port special trip to Shanghai to see this film about 1,000 people. " Copies of the film were distributed in 18 provinces, 53 cities and Hong Kong, Nanyang Islands, etc. This paper discusses not the attainments and innovations of "Sister Flower" in film art, but the reasons why Sister Flower can break the box office record at that time through the propaganda of the film.
【学位授予单位】：上海戏剧学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J905

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