A Research On The American Film Industry During The “new Hollywood” Period: 1980-2000

In the late of 20 th century, with the deepening of globalization, the popularity of mass media technology, and the variation of international cultural environment, the American film industry has entered "New Hollywood", which means that its content creation, artistic, commercial, production strategy, and industrial structure have entered a new period of integration. On the one hand, the major studios take diversified business as a starting point, and set off merger mania. On the other hand, the main characteristics of film industry consolidation is the diversified ways of integration, such as the horizontal consolidation which focuses on the market power of production, distribution and exhibition, the longitudinal consolidation which rebuilds the vertical integration of production, distribution and exhibition, the cross media consolidation which centers on the distribution, and the setting-up of media groups. All of these provide many valuable experience for the great development of China’s cultural industry.For the reasons of the Hollywood comprehensive integration during this period, this article mainly discusses from two aspects. First, I analyzed the industrial bases of industry integration, which mainly displayed in the increased cost of production, Economies of Scope and Synergy Effects in the film industry, the development of new communication technology, and the media privatization reform. Second, I analyzed the social foundation of industry integration, and my point is that in the late of 20 th century, the implementation of the new liberalism economy policy, the positive cultural expansion, and the growth of cultural consumption demand in the United States, promoted the integration of the film industry. Ultimately, the merger integration, not only promoted the optimization and expansion of the value chain of the motion picture mega-industry, and realized the operation of cross-industry diversification, but also strengthened the competitive advantage of Hollywood in the world market, and accelerated the pace of Hollywood globalization. However, the merger integration made the major studios and the media groups in a heavy debt, thus with entering the new century, The American film industry is facing a new round of restructuring of splitting. Even worse, the United States is pushed at the public opinion cusp of "cultural imperialism".