Commercialization: The Important Way In The Development Of Chinese Film

I. At present, Chinese film is encountering the severest predicament since the birth of Chinese film, which is embodied in these aspects: To begin with, the film products are insufficient in effective supply; Secondly, the film market shrinks continuously; Thirdly, the distribution of the film market is not balanced; Finally, the situation of the film trade is severe.In the face of severe situation of Chinese film, research is launched in the theory field on making Chinese film extricate oneself from the difficult position. And some viewpoints have been formed: the system of organization reforms, quality improvement, the works' innovation, the environment improvement. Although these views are reasonable, they have not caught the key to the question.The author of this thesis believes that the most basic reason causing Chinese film to fall into the severest predicament is that there are serious understanding errors on film commercialization in the theory field. The understanding errors are embodied in that the film has been regarded as art in the theory field for a long time. While actively affirming the art attribute of the film, people refuse to acknowledge or ignore the attribute of commerciality of the film and show no concern of the film commercialization, or belittle the importance of it. The understanding errors in the theory field have caused the lack of commercial awareness in the film trade, hindered the study on commercialization, and finally made it difficult to break through the predicament. Therefore, the thesis argues that it is necessary to clarify the understanding errors of the theory, and to establish the correct film conception. That is to say, the commercialization is the important way of Chinese film development.II. Commerciality is the basic attribute of the film. The film is the commodity, the art and the media. From an integrated point of view, the film is the trinity of commodity, art and media, and they form the complete image of the film.As commodity, art and media respectively, the film has the attribute of commerciality, artistry and propagating tool, which do not share the position evenly coexisting in the whole of the film. The commerciality occupies the key position and is the basic attribute of the film, because as the commodity, its production, circulation andconsuming is attached to the booking office. As art the film is a kind of market art. Its production mode of machinery duplication contains the commercial demand. The film media is the mass media, the participation of masses emphasized by the mass media and the maximization of audience group pursued by the commodity are applicable to all interests. That the commerciality is the basic attribute of the film determines that commercialization is significant for film running. Commercialization is the best operation mode of the film.III.The history of the film is the history of Commercialization. Commercialization is the most important factor that influences the film development.From the point of view of development of world film, the commercial operation mode is the main stream film development. The reason why Hollywood has been the ruler in the film market of the world nearly for over half a century is that Hollywood has always been following the commercialized operation mode.From the point of view of development of early Chinese film, the early Chinese film also followed the commercialized operation mode. It has got preliminary exploration and development on each aspect of film commercialization, and has established the development foundation of Chinese film.From the point of view of development of Chinese film, after the foundation of the new China, the development of Chinese film has not been commercial from 1949 to 1979, which has caused the crushing blow to the film and finally caused the backwardness of Chinese film. The commercialized factor has played the positive role in the development of Chinese film since the new period, but Chinese film's commercialization development has been hampered due to the ig...