Research On The Path Of Going Global Of Chinese Films

Chinese film is an important carrier to show the national image and the inheritance of Chinese culture.In recent years,China's film industry has developed rapidly.Every year,China's film box office has maintained a growth rate of 35% or more.At the same time,the overseas box office of Chinese films has dropped sharply.Under the background of the new media era,the Chinese film faces in the process of going global,such as discount,cultural expression of conflict,and marketing of a single problem,it is very worthy of attention and research.This paper consists of six chapters.The first chapter elaborates the research background,research methods and research significance of this paper.The second chapter analyzes the current situation of the intercultural communication of Chinese films and the new research direction in the future.In the third chapter,taking Wolf Warriors? as an example,the paper analyzes the obstacles existing in Chinese films' going global,and then divides the obstacles encountered by going global from subjective and objective aspects.The fourth chapter takes The Fate of the Furious and Bajrangi Bhaijaan as examples to analyze the characteristics of overseas communication of Hollywood and Bollywood films and the enlightenment to China.In the fifth chapter,the author combines core values,creative ideas,market positioning,cultural radiation,marketing paradigms,etc.,and combines new media forms to explore how Chinese films can use Chinese elements to achieve globalization in the going global process.With the integration of localization,and on the basis of rejecting the universal value of the West,how can we achieve a transformation from a high context to a low context,and how to maintain a strong cultural autonomy while enhancing cultural accessibility? The greater breakthrough in overseas markets;the sixth chapter is the summary of this article and the outlook for future development.