The Transition Of Art Films Of Mainland China In The 21^st Century

As one of the important categories of films,the art films carries a certain cultural connotation and art form.Under China’s special political and economic background,the development of domestic art films has gone through several ups and downs.Since the 21 st century,with the continuous development of the socialist market economy,the deepening reform of cultural system,some art films with improved humanities rise and broke difficult situation of art films of mainland china and it has been sustained for a long time,taking a certain market share,creating a new way for the development of art films.In recent years,the mainland directors of art films have shown new characteristics.They gave up the elite culture,constantly focused on the mass culture,gradually bridged the gap between the elite culture and mass culture by taking the advantage of the planarity and popularity of mass culture.They have produced some art films which met the market demands.Not only to produce deep social,historical and cultural touches,but also arouse the audience’s interest in viewing.Based on the domestic art films of the 21 st century as the research object,from art films narrative,image,marketing perspective,to make the comparison of characteristics of the art films between the before and the after of 21 st century,and to summarize the art films of mainland china in 21 st century which based on the transition of art films.This article is divided into four chapters.The first chapter is the introduction section.Three main points are elaborated in this chapter.They are the background and significance of this research;the definition and purpose of the chosen topics and the ideas and methods applied in this research.The second chapter is "The balance between the expression of individuals and the accept of the public".This chapter is constituted by the art film theme,narrativity and structure of art film.The art film has realized the transition of the creation subject from individual feelings and values to the public feeling and values by the interaction with the public.At the same time,with the artistic processing and structure of commercial types of package,making the art films are tied with The commercialized narrative component,and therefore the express of the art film more diversified and more acceptable by the public.The third chapter is "The mixing of the elite’s’ aesthetic of the elites and the public aesthetic".This chapter consists of the transition of the art film creation by audio-visual view.Details of art film is gradually abandoned lens of freehand brushwork in traditional Chinese style,the pursuit of the combination of subjective truth and objective truth;the art films used modern science and technology actively in the consumption and visualization era,to pursue the visual effect of image and to create the art film with characteristics of “The visual improvement and the immersion experience" to meet the mass aesthetic taste.The fourth chapter is "The transition of the ways of marketing---optimized advertising and promoting".This chapter consists of the methods and real cases of art films,focuses on the methods,cost,and scheduling of publicity,to realize the goal of commercialization.This research focuses on the transition art films of mainland of China since the 21 st century.This also shows the core question of this paper,namely the embodiment of the transition of art films.This research is not only targeted to summarize the characteristics of the art film in the 21 st century and to combine the trajectory and connotation of the transition,but also to provide a theoretical basis for exploring the future development of art film of mainland China.