Market-oriented Chinese Film

It is hard to categorize Feng Xiaogang into some generation of directors, but most audiences are familiar with his works. Those simple and unique stories, humorous and witty dialogue, always let people remember the happy scene of rocking with laughter at the end of the year. Although in film critical circles and critical circles of culture, there are some disputes or veiled criticism about his works, but his success is obvious to all. Undoubtedly, Feng Xiaogang's movie for greeting the New Year caters some laws of the film market. To discover and realize these laws, it is not enough to just understand exactly the meaning of Feng Xiaogang's works, more important is to get the understanding about the film market, understanding and thinking about film creating. Analysing his works is of great importance.This text regards Feng Xiaogang's market-based tactic as the breakthrough point, and makes case analysis. Chinese film makers have adopted three kinds of tactics to break out the encirclement in the domestic trouble and foreign invasion, among which, Feng Xiaogang's market-based tactic is especially noticeable because it can bring the high achievement of sale. Feng Xiaogang has done the clear making a reservation and style localization of audience according to the market characteristic, and has established the popular view point and comedy style in the movies for greeting the New Year. The film is both an art and a goods, it needs commercialized operation. Feng Xiaogang's movie for greeting the New Year combines the two sides rightly, so, he just succeeds. The article is made up of two chapters.In chapter I , I analyze the market-based tactic adopted in Feng Xiaogang's movie for greeting the New Year emphatically. In my opinion: the market for the New Year has the character of mass amusement, Feng Xiaogang chooses the popular view point and builds the comedy atmosphere in the movie on the basis of this characteristic. He is not a born director of the new-year-movie, it is the market that makes that. To be objective, this market orientation is accurate and effective, it brings good market effect, and the lasting high achievement of sale.The point of chapter II is some considerations about the success of FengXiaogang's new-year-movie. I think: experts dispute for a long time whether film to be a goods or an art. Feng Xiaogang's success in the movie for greeting the New Year proves effectively that it is simple to only emphasize one side. The integration of both sides is the basic character of the film. The particularity of production of the film requires the artistic film to carry on normal commercialized operation. Feng Xiaogang is original and different, making his own brand for the New Year. Not reducing its artistry level at the same time, Feng Xiaogang has succeeded in capturing the Chinese film market and has accomplished the unity of goods and artistry well. But there are shortcomings and deficiencies in his works, the development of the movie for greeting the New Year still has a long way to go.