Innovation And Development

Established in 1993, Shanghai International Film Festival has been held for ten years ,with the strict investigation and approved by International Producer Association ,SIFF is listed as the A international film festival and becomes one of the name card of Shanghai Culture. During its development of 14 years, it has not only severed as a platform of communication of Chinese films but also changed the view of globalization and marketing of Chinese film Industry. As one of the biggest platform of communication, SIFF contributes to the close of Chinese audience with the international films.At meantime, SIFF has been scolded as well, in fact , as one of the emerging stage of Chinese analyzing activity, the difficulty SIFF faces are the Growing Pains of other old international film festivals .This article tries to discuss these problems.To begin with the situation of SIFF, mainly focuses on the important parts of SIFF, such as film marketing ,Jin Jue award , Jin Jue Forum and Asia new talents award and to analyze the disadvantage and development of SIFF .The last but not the least to conclude the brand model and goal of SIFF :To be the first class international film festival in few years by broaden the way of creativity ,focus on artistic quality ,assisting individual movies , explore new talented people on the basis of good balance between art and commercial .