The Communication Study Of The Film ”One Hundred Birds Paying Homage To The Phoenix”

May 12,2016,the film "One hundred birds paying homage to the phoenix”over sixty years of producer Fang Li through microblogging video broadcast,called the country's major theater manager for Wu Tianming director of the legacy of "birds" Row of pieces,and kneel to kowtow,pleading support.A strong topic effect,as the "hundred birds" of the box office has brought immediate effect of the counterattack,seemingly unable to move into a real event marketing.This event has become a unique case in the history of the promotion of literary and artistic film,and at the same time has also led to this event under the cover of China's art film propaganda and development difficulties of thinking.Fang Li's "kneeling",reveals the art of film long-term experience of the market embarrassment,more thought-provoking: the art of the film where the way?In the current domestic environment,for the art of film,most people are not concerned about the value of art film appreciation but its box office.Especially in the new millennium under the ecological context of large market,commercial film on the impact of art films,as well as the market itself,"courtyard is king",too much attention to the star attraction and a series of problems.These make the art film difficult.Through case analysis and data analysis,this paper puts forward some strategies for the construction of cinema subdivision,such as the establishment of art cinema and the promotion of grading and public opinion.The second part of this paper,through the use of communication theory of the new millennium film ecological data collection and research for the art line in China's predicament and way out to provide theoretical reference and answer.The main body consists of the following four chapters:The first chapter "Fang Li 'kneel' incident and" One hundred birds paying homage to the phoenix "box office counterattack",mainly introduced Fang Li "kneeling" the ins and outs of the incident,including " One hundred birds paying homage to the phoenix " director Wu Tianming background,he With the original Xi'an film studio director and the "fourth generation" backbone of the dual identity,the main event of the mainproducer of the event Fang Li years over sixty,he "kneel" before the situation and "kneel" after the incident Triggered the box office against the media and media opinion.The second chapter "'kneel' case makes the box office against the analysis of",mainly with the theory of communication for the " One hundred birds paying homage to the phoenix ","kneeling" events against the reasons for comment and analysis.This paper analyzes the three aspects of communication theme,communication mode and communication effect,and uses the theory of "silent spiral","moral kidnapping" and "gatekeeper" in communication,as well as relevant theoretical knowledge in film industry The cause of the occurrence.The third chapter "'kneel' event" to the box office against the 'deep cover of the dilemma and the problem,' mainly to explore the "kneel" incident under the cover of China's literary and artistic development of the predicament and problems.First analysis of the new The impact of the large market on the art film in the context of the Millennium ecological context,followed by the development dilemma of the Chinese art film itself.Finally,it analyzes the external series of obstacles imposed by the art film box office,such as the orthodox model and the network The topic of positive and negative energy.The fourth chapter "'kneeling' incident brought about by the revelation," is through the Fang Lai "kneeling" incident brought about by the revelation,such as the establishment of the art line,the public to watch a series of targeted solutions TheThrough the analysis of the anti-sounding of the new " One hundred birds paying homage to the phoenix " and "kneeling" events and the exploration of the survival situation and the propaganda strategy of the literary and art films,the article hopes that the popularization and promotion of the literary and artistic films A really meaningful path.