Strategic Countermeasures And Development Prospect Of Mainstream Film’s Market Operation

Mainstream film has been occupying a very important position in Chinese market of film since the slogan of "Highlight the main theme, Adhere to diversify", that has firstly been put up in the Work Conference of National Film in Mar.1987. As an expression of national mainstream ideology and an important media which spread mainstream values, mainstream film has powerful right to speak in public. Looking around every historical period, mainstream film has excellent performances and outstanding achievements, such as "Decisive battle","Ceremony for state founding declaration","White uprising","Zhou Enlai","Jiao Yulu","National anthem","My1919","The days without Lei Feng","Tangshan earthquake","The Founding of a republic" etc. All of these films have extensive influence in society.Meanwhile, we are rational to find that some mainstream films which are old-fashioned mode in production, lacking of creativity, megaphone style, reported type, these stereotyped mainstream films still have not reached a satisfactory performance. They not only played its due social benefits, but also reduced the Public’s interest in watching mainstream films and finally forced themselves into situation. Many audiences, especially the new generation of80s、90s who focus on the commercial films that are directed by Chen Kai ge、 Zhang Yimou or Feng Xiaogang etc. Such as "The promise","If you are the one Ⅰ, Ⅱ" etc, which are monopolies in most of theaters and program channels. True, with reform and development’s speeding up and also further deepening of marketization in recent years, it is undeniable that there are still some filmmakers who begin to focus on the market operation of mainstream film and study its development strategy, some outstanding works are successively beginning to appear, such as "The founding of a republic ","Beginning of the great revival","The Road of exploring","The seal of love","Assembly","Nanjing! Nanjing!", These qualitied films’ advanced methods of production and means of marketing which are worth learning and reflection.From a macro perspective, this thesis firstly sorts out varied embarrassing phenomena that our mainstream films encountered in more than20years, also integrates knowledges of multiple disciplines such as management, economics, marketing as well as social psychology to expose the problem; Secondly, combines and utilizes various cases to explore market operation’s principles and strategies of mainstream film from a micro perspective; Finally, based on grasping and advocating social mainstream values, author explore mainstream film’s development of road in future-its model of "mainstream’s content, commercial operation".In the future, mainstream film will continue to play a huge role as social subject of education in spreading the mainstream consciousness, promoting mainstream value and advocating national policy etc. Therefore, whether facing challenge of the ever-changing market or meeting more and more strict and demanding audiences, only mainstream filmmakers constantly create works which are deep thought, well-made, exquisite art and flexible operating, can they accomplish our historical mission and stimulate the mainstream film to fully play its due effect as "national" media.