The Management Situation And Development Strategy Of Chinese Film Secondary Market

The secondary film market is independent of the level of the mainstream market and three-level rural market, its origin dates back to the earliest urban and rural partition of the planned economy period. In the 1970 s, the unified purchase and sale and making a block booking were in the bud period of the secondary. In the nineties of the last century, film industry implemented the contract system, which made the local production units have the decision-making power and promoted the creation of the producers self-issued. After 2002, the secondary market formally separated from the mainstream cinema market, became a kind of market concept with Chinese characteristics. Nowadays, the mainstream cinema market and rural market have a feasible business model, but the secondary market still exists in the form of retail in China's film market system which the development path is unclear.The Secondary film market is different from the mainstream cinema and the rural cinema which mainly includes the film distribution and screening. Its characteristic mainly reflects in:distribution, film in the secondary market is mainly leaded by the government's files to make a block booking, administrative colour is thicker; Joint industry distribution, the system internal digestion is more depend on the industry; Region contract issuance, representing the local market, has certain geographical restrictions. In terms of screening, the screening of the secondary film market often cooperate with important commemoration, ideological education activity or large-scale public welfare activities, screening effect is outstanding; The project cycle is longer without limits, can achieve long-term screening; and the place of screening is aimed at the target audience which is more flexible and convenient.The secondary film market as a special form of culture market, its social benefit is higher than the economic benefit. To develop the secondary film market is good for expanding the spread scale of theme film and the cost of small and medium-sized domestic film, meeting the demands of a wider audience needs. In the development of the secondary film market, although it has made some achievements, there are still some problems like government unreasonable intervention, the marketization level is not high; Industry chain is not perfect, the lack of a sustainable business model; The market mechanism is not sound, the lack of a transparent supervision and effective feedback. The secondary film market, therefore, need to combine government support and market management effectively, construct a order platform through the government, introduce a market competition mechanism, form a secondary digital cinema line, establish the market supervision institutions and the audience feedback mechanism to activate the secondary film market gradually.