The Movie Industry Of The China Facing The Test Of Market

The New Year Movies directed by Feng Xiaogang have been the champaign of the box office since The Dream Factory, Feng's first New Year Movie, came out in early 1998. And "Feng-type New Year Movie" has already become a special brand of cultural industry. The brilliant contents and the humorous dialogues of the movies, precisely like the New Year gifts presented to the audience, lead us to endless aftertastes. Although some people in the movie theoretical circle take exception to his works, it is safe to say that Feng Xiaogang is quite successful, because the success of more than one movie indicates that the creativity of the director conform to the law of the market. Actually, the cognition of the law is far more meanful than the comprehension of the movies themselves.The success of Feng Xiaogang lies in his precise positioning in the market environment, by endowing his New Year Movies with quite a few of market elements. His strategy of representing the class of common people and narrating the worries and dreams of them satisfies the interest of the audience. Furthermore, the artistic technique of "game", creating a distinctive style of comedy, accords with the psychological need of the audience. Therefore, the success of the movies lies in the successful market operation apart from the glamour of the movies themselves.Since movies possess both the commercial and artistic qualities, an excellent movie should develop its commercial value and have its artistic value as well. By striking a balance between commerce and art, and abiding by the market and artistic law of the movie, Feng Xiaogang has succeeded in capturing the movie market without reducing the artistic standard of the movie. Despite a few drawbacks in his movies, Feng Xiaogang has explored a satisfactory way for the movie industry of China. The successful example of "Feng-type New Year Movie" has shown enlightenment for the development of the general movie industry of China.