Research On The Development Of Chinese Online Film Under The Background Of Media Integration

The development of film has never been done behind closed doors.With the progress of the Internet,media integration has penetrated into all links of the film industry,making full use of relevant advantages in different stages from production to distribution.The prominent feature of integration is the advantage of agglomeration.As the product of the development of the times,online film can not be separated from the wave of media integration.It is an irreversible trend to integrate in communication channels,production contents,distribution methods and other aspects.On the basis of sorting out the general situation of media integration,this paper arranges the development and evolution of online film.Under the background of media integration,this paper deeply analyzes the phased characteristics and text form changes of online film development,explores the new development characteristics and dynamics of online film,and makes corresponding reflection.The development of China’s online film has not only taken the Internet as the communication platform of the film,but also integrated different content,technology and other complex factors in addition to the communication channels.Therefore,this paper emphasizes the characteristics of online film in marketing and communication channels under the media integration.Firstly,clarify the concept of Chinese online film,sort out the development overview of media integration,judge the media integration horizontally and vertically,and further comprehensively analyze the media ecological environment of Chinese online film in combination with the development of domestic media integration.Secondly,the process of online film is divided into germination and growth stage,development and adjustment stage and integration development stage,sort out the development of Chinese online film since its birth,and analyze the prominent characteristics and text form changes in each stage from the perspective of online film itself.Thirdly,combined with the background of media integration,this paper discusses the development characteristics of online film industry in terms of system,concept and channel.Through the integration of current typical Youku,iqiyi and Tencent enterprises in revenue mode and the integration of films in broadcast media,this paper discusses the four outstanding characteristics of enterprises in the process of integration,and explores the subversion of the relationship between online film and cinema,Analyze the road of independence and integration of online film under this trend.Finally,it summarizes the development of Chinese online film,and looks forward to the development path of Chinese online film.Through the method of data statistical analysis,this paper makes a vertical comparison of the output and income data of online films over the years,and has a clear understanding of online films combined with case analysis;Through the analysis of the online film industry and itself under the background of media integration,this paper summarizes the prominent characteristics of online film in each development stage;By clarifying the respective advantages and disadvantages of online film on the road of integration and independence,in order to provide a feasible reference for the development direction of online film.