The 80 Years Business Of Brand Cinema Shanghai Grand Theatre

The exhibition industry is closely related with the development of the whole industry, culture and society, and has become the hot spot in the research of the film industry. As an exhibition company, the brand business history of the Grand Theatre has witnessed and stepped over many critical periods of the Chinese film exhibition industry from its birth in 1928 to No. 1 brand among theatres in China to the second cinema chain in Shanghai nowadays, and it keeps developing.Therefore, Shanghai Grand Theatre was explored from the architectural space to the development of operation management model in economic field, as well as a cultural transmission media. The brand was taken as the key point in the research of the cinema economy, proposing that the brand is the core competitiveness of the exhibition industry. Shanghai Grand Theatre is the most successful model in the brand management of the Chinese film exhibition companies at early stage. Entering the 21 st century, Shanghai Grand Theatre Chain Group whose lead is taken by Shanghai Grand Theatre provides real reference to the Chinese small and medium-sized theatre chains. The SWOT analytic method was used to analyze the nowadays development of Shanghai Grand Theatre. The comparison between Chinese and American exhibition has been made, as well as the brand revitalization strategies for brand aging cinemas.This dissertation is comprised of Introduction of Chapter 1, the body from Chapter 2 to Chapter 9 and the epilogue. In Introduction, it states the significance and background of the topic, the general introduction to the status quo of domestic and overseas research, the preparation of the historical data as well as the researching method and frame of this dissertation.Taking the architectural space perspective as the entry point, Chapter 3 summarizes the cinema architecture is the physical space for brand business and the direct physical presentation of the constructors’ aesthetic concept, the spirit of the time and urban spatial practice. And quoting Lefebvre’s reflection on the space problem, connecting the architectural space with society, urban culture and history, it probes into the production, practice and meaning of the architecture and in particular the cinema in the urban space.From Chapter 4 to Chapter 7, combs the three developing stages of Shanghai Grand Theatre brand business and management. The brand development of Shanghai Grand Theatre is induced to include the creating stage, the Socialist transformation stage and the maintaining and promoting stage of the brand. Shanghai Grand Theatre, an epitome of contemporary film exhibition industry, adopts different brand development strategies at different stages.Chapter 8 analyzes in the perspective that the cinema is as a cultural space. This cultural space interacts with society and communicates brand culture. During the semi-colonial period, the cinema was a space dominated by colonizing, consuming and brand culture, which pushed forward the construction of modern culture. During the period of political unrest, the cinema served as the means to propagandize the ideology. The awakening of national consciousness, the fight for the cultural front and the popularization of the ideology took their turns on the stage. After the establishment of the market economic system, the cinema as a cultural space is swept into the wave of globalization, and consumerism and experience economy havebecome the keywords.Chapter 9 supplied the international development comparison and the revitalization strategies with Chinese brand aging cinemas. The Epilogue summarizes that brand is the basis of Chinese film exhibition industry development, the promotion of cinema brand value and cultural value is themotivation. Meanwhile, the institution conforming to the law of the market should be provided to safeguard the brand.