The Transformation From "Main Melody Film" To "Mainstream Film"

Since the new century,China’s culture industry has experienced a great change. In the era of globalization, film,"the seventh art",as a national image industry which strongly supported by the country has also experienced a great change under the background of consumerism.This change made the Chinese films progress rapidly.The reform of film industrialization by the government draw the attention of the audience and the employees back to the market.The multiple functions by the box office,marketing and capital accelerated the film industrialization practice.The native mainstream films will change by the influence of many factors.Meanwhile,the name of "Chinese Film" rise to fame with the process of film’s marketization."Huabiao Award",as a representative of the government’s award,has been regarded as the main melody flims’performance stage. The name of "Main Melody film" can reflect the strict control of ideological state apparatuses by the offical,which is the reason that "Huabiao Award" named government’s award.This paper will take the award-winning films as a breakthrough point and explore the process how the main melody films gradually become to the mainstream films.At first,this paper will focus on the interpretation of "mainstream film".Then, the process of transformation is shown by two aspects:the decline in the numbers of the pure "Main Melody film" and the emergence of new mainstream films. To achieve this transformation,this paper will explore this issue from four strategies:genre;historical narrative;star;affliction narrative and humanity narrative.The four strategies make the "Main Melody film" get rid of the original expressions and become more market-oriented and commercial. Under the background of globalization,consumerism prevailing.with the further industrialization reform of Chinese films, they are deeper involved in the melting pot which is centered by the market and the consumers.There’re new changes on the mainstream films:the transformation from blockbuster to the small and medium-cost;the variety of genre;the tendency of generic comedy;nostalgia prevails.This paper will also analysis the profound reasons behind the changes.There’re two main reasons.The first are the changes of the subjects of Chinese society and the changes of the main audiences.The second is the re-orientation of the film’s function by the Chinese society.The film’s function was considered a reflection of offical ideology,but now it shows the integration of various discourse power. And under the prevailing of consumerism, the properties of merchandise and entertainment about the film are rediscovered.In my opinion,it is the above two reasons leading the new turns of the mainstream films in recent years.With the fame of "Chinese film" rising,Chinese films achieve a integration of resources gradually and mainland is becoming a center. Under the background of "nationalization",what we need are the "mainstream" films which are realistic,warm,more local features and more humanistic care.