Cultural And Creative Research On Zhang Yimou’s Works

Cultural and creative is the creative use of cultural resources, its goal is through the unique to promote the culture of high value added products. Today, provide technical support, keep a complete technology for human imagination into reality image so the film art expression of success, as in the past no longer constrained by technical means and mainly depends on the creator of ideas and creative ability. Zhang Yimou’s film’s success is in the systematic planning, film shooting, making plays, issue, showing, in the process of creative results. In addition to the film, the official to the Beijing Olympic Games opening ceremony performances as the representative of the activities, performance of "impression" series as the representative of the commercial activities in the large-scale real landscape, as a typical cultural and creative products have achieved great social and economic benefits, not only for Zhang Yimou director personal occupation career add brilliance, but also provided a model as the development of China’s cultural and creative industries.This paper focuses on the research of Zhang Yimou’s works from the angle of culture creativity, the creative is found mainly in the following three aspects: the use of cultural resources, to the contemporary industry to undertake, on the aesthetic look of the track. First of all, through the use of director Zhang Yimou, literature resources of national image shaping, the classic themes of freehand brushwork of treatment, of the traditional thinking to analysis four aspects, realize the creative use of our rich cultural resources. Secondly, in the background of development of industry, Zhang Yimou with the mode of commercial operation, brand building, brand influence marketing creative link based on fit, make the film and performing arts and market reach, fully conscious, out of the fusion of a win-win movie and depth of performing tourism brand the road of industrialization. Finally, we found that the director Zhang Yimou’s film works by the humanistic care to secular concern the steering of creation, he followed the trend of the times, constantly and consciously cater to public aesthetic expectation result, this shift is the active creative thinking results, fully meet the audience’s cultural psychology of consumption demand. Of course, as the mainstream commercial films, Zhang Yimou’s "blockbuster" in the script of the Chinese nation’s cultural and creative departure from the core value orientation, must cause our attention. But as a cultural product producers, his works for the contemporary film and television culture creative industry example and very fruitful practice, should be worthy of attention and in-depth study.