The Contribution And Implications Of Theater Chain And Genre Film Aesthetics

Impacted by the theater chain marketing mode, Hong Kong Cinema City Co.Ltd produces a large quantity of movies that realize the combination of commerce and art from its establishment. These films are not only receive widely favorable response, but also lead the upsurge of Hong Kong blockbuster. Based on the marketing mode of Cinema City Co.Ltd, the article attempt to explore the practical experience of theater chain mode in Hong Kong and investigate the impact that theater chain mode has on film-making strategy and genre of innovation. The case study is conducted on the basis of genre film produced by Cinema City, using relevant research method, such as economics, typology and marketing, to analyze the property of this mode.As a promising generation of Hong Kong film industry, Cinema City has mature operation mode and rich experience in genre film. Therefore, Cinema City has great contribution to the efficiency promotion of Hong Kong film industry and innovation of genre aesthetics. First, Cinema City improves the satellite system by adding theater chain factor when it corporates with Golden Princess Amusement Co. Ltd. This action has great impact on both the industry efficiency and innovations of film-producing. Second, the high input and high return strategy under the theater chain mode brings business success to Cinema City, and promotes the aesthetic innovation in Secular comedy.The article summarizes the characteristics of theater chain mode, and analyzes the film-producing strategy and genre film production under this mode, helping us to understand the development of Hong Kong film industry in 1980s and providing the implications for mainland film industry.