Research On The Strategy Of "Mahua Funage" Dramaadapted Film

At its early stage,“Mahua FunAge”,the full name of which is Beijing Mahua FunAge Entertainment and Culture Co.,Ltd,specialized in comedy dramas.In 2015,the company adapted into film Goodbye Mr.Loser,an original drama under its brand,which made “Mahua FunAge” quite popular in the society and attracted people's enormous attention to other films adapted by the company.China's film history witnessed the adaptation of various films from drama,which shares the same origin with film art.These two art forms develop together while affecting each other.Especially in recent years,a large number of drama-adapted films flood into the film market,which ignited hot discussion.At the same time,large gap exists in the quality,word of mouth,box office and other performance among drama-adapted films in the film market.Meanwhile,many movies have good word of mouth but bad box office,and vice versa.In this instance,it appears extremely necessary to discuss the strategies concerning the adaption from drama to movie.As a leader in drama adaptation in recent years,“Mahua FunAge” has its unique style in creating original dramas and transforming dramas to films.During research,this thesis first explores how to expand from the drama field to the film field under the background of the development history of “Mahua FunAge”,which mainly includes an analysis of its ways of expansion through the change of contents produced by “Mahua FunAge”,and further discusses the inherent advantages of “Mahua FunAge”transforming dramas into films;secondly,this thesis studies the strategies “Mahua FunAge”has used in transforming its drama to films from the conversion of time and space,shift of structure,vision and characters based on relevant theoretical knowledge and the drama-adapted films of “Mahua FunAge”;lastly,this text On the basis of previous paragraphs,proceeds to investigate the commercialization strategy which“Mahua FunAge” has used in transforming its dramas to films,including its“drama+film”commercial mode and its brand development strategy.The drama adaptation of “Mahua FunAge”gives us much enlightenment.I hope that this thesis,through profound investigation,can serve as reference for future drama adaptation and creation,as well as bring new ideas to the development of similar genre.