Cultural Discount And Film Industry International Competitiveness Research

In2011, Chinese film box office easily surpassed13billion, ranking third in theworld market just follow North America and Japan. However, a series of data showthat, the international competitiveness of the Chinese film industry is still very low.There are economic reasons and also cultural reasons. It is the special culturalproperty of film that helps the research of international competitiveness of filmindustry to be seen from a new perspective--cultural discount.According to the theory of cultural discount by Hoskins, film, as a kind of lightand shadow art, via pictures and sound, imagination, metaphor and symbolism, incross-cultural communication will come across cultural discount. The degree ofcultural discount becomes the key factor affecting the international competitiveness offilm industry. This article will analyze how films affect the international competitiveof film industry in cross-cultural communication context, ie. the possible mechanismof cultural discount. This article will relate to the relationship of cultural generalnessand special property, based on the famous world No.1play writer Maggie’s“story”theory, analyze the special performance of cultural discount and utilize therelating theory of symbolism and acceptance theory. This article also discussesencoding and decoding mechanism and audience transference mechanism, based onthis, examines the cultural discount influence of film industry internationalcompetitiveness of the general laws and special performance, put forward to thecultural strategy to improve the international competitiveness of Chinese film industry.The author thinks that reducing cultural discount is the key to improve theinternational competitiveness of film industry. The reason why Hollywood was able tosweep across the whole world and why American film industry is so competitive inthe whole world, is its low cultural discount. However, lower cultural discount does not mean digestion film culture mission, but rather to strengthen and better realize thecultural mission. With the efforts of “prototype story digs out the universal lifeexperience", values, way of life, culture, cultural ideal and pursuit of the specialcultural elements of the package as " the one and only, with cultural characteristics ofexpression" in order to show and discuss the life experience, is to reduce the effectivepath to film cultural discount. To process national stories in the international way, tointerprete historical stories contemporarily and mainstream stories inmodernway, isthe good strategy to realize Chinese film culture mission, and improve internationalcompetitiveness of Chinese film industry.