On The Chinese Opera Film Market In The New Century

This paper bases on the survey of Chinese opera film market evolution since 1949, studies on the cause for rises and falls of Chinese opera film during different historical context in terms of Chinese economic system, and then provides several helpful reference for Chinese opera film market developing in new century. The author suggests that Chinese opera film, finally, as a product of film industry, is closely related to the influence and effect of market in the art developing and maturing. In the present times, with an increasing cultural consumption, whereas Chinese opera film faces a crisis results from the audience decreasing. The author analyzes the connection among Chinese opera, opera film and the market with scientific methods from marketing, by reading massive related materials. Furthermore, the author suggests a marketing strategy creatively to realize the market value of Chinese opera film by non-market ways in the context of marketization of film, which is intended to find a lively developing way for present Chinese opera film.This paper is divided into three parts, including introduction, main text, and conclusion.In the introduction part, the author firstly defines the Chinese opera film, summarizes the historical development of Chinese opera film from macroscopic view, and introduces the content, methods, the significance and current studies for this article.The main text consists of three chapters.The first chapter narrates the state of Chinese opera film under the planned economic system, including three stages:Seventeen Years, Cultural Revolution and New Periods, analyzes the social cause and cultural cause for two summits of Chinese opera film during Seventeen Years and Cultural Revolution stage respectively. The Chinese opera film market of Cultural Revolution stage has its particularity due to the historical and cultural context.The second chapter narrates the state of Chinese opera film under the market economic condition, from the 1990s'bad time to the new century's upturn of Chinese opera film production. With the social climate changing, opera and opera film re-catch people's attention gradually. In the third chapter, the author focuses on analyzing the problem that under the market condition, what can be done to make Chinese opera film facing future better. Besides depending on the support and lead of government, the Chinese opera and Chinese opera film production should be improved; meanwhile, the target market should be analyzed scientifically with marketing methods, and then the pointed marketing strategy should be made. In the end, it's suggested a practical and fundamental solution, realizing the "market" value of Chinese opera film and increasing the recognition on tradition culture of public by "non-market" ways. It is expected that this article would provide several new ideas for Chinese opera film developing.In the conclusion, the author adds and summarizes the text in a helpful way.