Research On Development Of Fans Movie In China

Since“mysterious island”became a hit in 2011, the concept of fans movie has gradually come to people. In just a few years, fans movie strongly occupied the box office market, the series of “Tiny times" made huge money, “The Continent” was hard to get a ticket and the sold out of“Forever Young”. Other fans movies, “You are my sunshine”, “The left ear”, “Dad, where are we going”, “Old boys: the way of the dragon”,were released one by one, we could figure out the great economic productivity and cultural influence of fans movie.From the characteristics, fans movie has four distinct characteristics:1) Narrow audience, fans movie mainly focus on specific group with accurate orientation. 2) Movies often are adaptations of preexisting phenomenal and popular star texts,(star text includes popular literature,micro film, variety show, music and other.) which are well received by fans.3) the film leading roles / creative staff are mostly idols, with high popularity and influence and fans favorite. 4) Lower cost, the film quality and shoot standard are generally not enough, while marketing strategy is the key point of box office. In essence, fans movie is the product of the flourish development of fans economic and culture in present time.By selecting typical fans movies as research object and taking questionnaire survey for overall observation, study shows groups of fans movie have distinct characteristics. From the perspective of main audience, students, mostly young and inexperienced, are the principal part of fans groups. As to hobbies and interests, fans groups who are fond of Internet, are the new generation of network aborigines. From the point ofloyalty, fans groups’ loyalty is much higher than ordinary audience.Research shows audience of fans movie is different from general movie.In view of this, fans movie should have its unique feature in content production. Specifically, fans movie has 1) “idol-centered + story” movie pattern, 2) youth fashionable theme, and 3) wonderful and pleasant selling point.By analyzing commercial tribute and marketing innovation of fans movie in terms of consumerism and marketing, research shows, Fans movie, in commercial, presents as the cross-border performance of IP products, which is actually a kind of cultural fast-moving consumable goods in this consumerism age. In marketing, three innovations have been detected: 1) precision marketing in the era of Big Data, 2) integrated marketing in social network, and 3) word-of-mouth marketing in fan-oriented economy.At last, on account of fans movie influenced by various of aspects,commercial and artistic factors, a lot of problems of development still exist. For example, weak narrative, mixed production; unknown value-orientation, low conception work; following the trend aimlessly,fatigue aesthetic of audience; vague orientation, serious polarization.Therefore, fans movie has to 1) enhance the quality of work, forge competitive products,2)persist correct orientation, deep conception connotation,3)strength model innovation, achieve sustainable development, and 4) clear audience demand and explore the IP value.Then it can promote the healthy development of fans movie.