Study In Chinese Art Films Being "Popular But Not Commercially Successful" From The Perspective Of Communication Theory

The art film is a kind of special film type in our film market . It has a good reputation, but the box office has been at a disadvantage. As a result, the art films have been “popular but not commercially successful". The reason why this paper is to study the perspective of the art film is that the pursuit of its artistic and ideological to the audience is indispensable.It’s common in the current film industry that art films in the commercial film market receive a cold shoulder, which is worth the attention of film and television industry and academic circle. At present, the concept of "Internet+" has begun to be widely used at all fields of society. Therefore, from the perspective of communication study, we work on the phenomenon of Chinese art films "being popular but not commercially successful" by means of Internet thinking under the guidance of "Internet +"concept. This is the research idea and innovation of this thesis.The purpose of this thesis is to analyze the phenomenon of Chinese art films "being popular but not commercially successful" based on the "5 W" model. Starting from the five aspects in communicator, communication content, communication channel, audience and communication effects, we analyze a series of art film box office phenomenon and explore the root cause for the box office failure. Through this, we try to figure out how to integrate the art films into the film ecosystem of the "Internet + " era,and how to integrate the network from the media information dissemination mode in the process of production and marketing, so as to promote art film market development.In this paper, a variety of communication research methods are used to study and discuss , but the quantitative analysis and qualitative analysis are the main methods. Among them,based on the observation of the two major websites of "douban"and "zhihu",this paper provides a lot of solid materials, and forms a clear idea.In this paper, we believe that the reasons for the Chinese art films “ being popular but not commercially successful" are various and complicated . They can be mainly contributed to the congenital disadvantage in the film producers , unpopular content creation,different appreciation level of the audience , low business benefits and so on. Some art films with both reputation and commercial success such as "Black Coal,Thin Ice" also provide a good reference for the survival and development of art films,which help us to explore the strategy and path to ease the box office plight of the art films . Through the study on this kind of successful art film and combined with the"Internet+" background of the times,this paper puts forward some countermeasures on how to promote the benign development of art films, such as the establishment of a new platform for the dissemination of innovation, content production, and with the help of new media features to create community , target audience segmentation,strengthen minority communication based on the communication thinking, and expand marketing channels etc.In short, in the current "Internet +" era,the box office should no longer be the only standard to measure the success of a film. The Internet thinking should be applied to the art films from the creation to the theatrical release, so that the boundaries between art films and commercial films can be gradually narrowed and even eliminated.