A Study On Chinese Movie Trailer In The New Century From The Perspective Of Reception Aesthetics

Since its birth at Hollywood in 1912,movie trailer has experienced constant update and development in the aspects from production value to production concept over the past hundreds years.With the rising prosperity of China's film market,movie trailers have attracted increasingly widespread attention from Chinese filmmakers.Since the success of China's first movie trailer in 2009,Chinese filmmakers have renewed their understanding of movie trailers as fragments and highlights to the important marketing methods of the combination of artistry and commercial quality.As the targeted objects of movie trailers,audiences occupy a decisive position in the process of creation.How can the developing China's movie trailers achieve the unity of artistry and commercial quality? How can China's movie trailers grasp and promote the audiences' aesthetic appreciation and reception so as to integrate with the world level,thereby realize the maximization of effective information transmission? These questions are worth consideration in China's film market.The study and research of China's movie trailers is supposed to be grounded on China's film market in the new century.On the basis of Reception Aesthetics and in the perspective of audiences' aesthetic appreciation,the thesis combs the developing sequence of China's movie trailers,analyzes the nature of movie trailers and the interaction between movie trailers and audiences,lists several China's movie trailers in the new century as specific cases,dissects the current situation of China's movie trailers,and prospects the future development of movie trailers.As a deputy version of film art,movie trailers hold advertisement quality as theirnature,but they are different from ads.Hollywood's movie trailers have established a mature industry chain and detailed their respective labor division.China's movie trailers are supposed to take Hollywood as a model and seek their self-positioning and development.Firstly,artistic expressions of movie trailers must be clarified.Secondly,specific elements to represent movies must be sought.Last but not the least,market investigations must be conducted to make a perfect match with marketing strategies.Just as different sores must have different salves,specific measures must be applied to meet audiences' specific needs.The thesis cites numerous movie trailers as examples,bases analysis on a large number of statistical data,and tries to find a feasible way for the newborn movie trailers in China.As a deputy version and vice text,China's movie trailers are independent from the movie ontology,achieve integration between the artistry and commercial quality,and provide a better service to movie ontology and audiences,so as to promote the development and internationalization of China's movie market.