Study Of Dilemma Of Commercial Microfilm Communication And Development Strategies

The revolution of modern communication technologies and transformation of the way people communicate are leading us into micro media age. In the mode of Pan-media communication, microfilm emerges as a new product to comply with the trend of time, and needs of the society. The three main characters that microfilm have, including "short running time", "small investment", "short producing period", fit the life style and thinking mode of audiences in modern society. Microfilm is compelling and compressed, therefore it becomes the preference for advertiser to promote and market their product. It has been considered important and valuable in both economic market and society life since it emerged.This article points out the multiple characteristic of microfilm, including artistic and miniature form, concealment of selling point, popular subject,diverse promotional channel and independent audience selection, etc. Microfilm has double values of aesthetic and commercial, which makes it moresignificant to the modern society. However, microfilm has its own limitation and bottlenecks as an emerging object, containing the difference between art and commercial work, the conflict of business value and social responsibility, the lack of cohesive system between microfilm production and marketing, and also the relatively low requirement of practitioners that causes the quality of microfilm a mixed bag. According to the bottlenecks of microfilm, the author believes that, the forms of microfilm will be distinguished and divided along with its future development; Original microfilms, which are non-commercial microfilms, will be published online as short films. On the other side, commercial microfilms, which contain both aesthetics and business value, will become to the dominance of microfilm market. The article proposes specific solutions and strategies to solve the problems and break the bottleneck. For instance, find the balance between mass aesthetic taste and commercial profits, strengthen the managements of film quality, resist vulgar content of commercial microfilm, emphasize on both business management and social responsibility, and last but not least, integrate media communication link to meet business goals. The author sincerely hope that the study of this article can also help people grasp the future developmental direction of commercial microfilm, in order to provide necessary theoretical references in aesthetic field to produce outstanding works which respect the spirit of time and conform the social aesthetic.