Jia Zhangke's Commercial Route

Literary films refer to those small films that are highly artistic,contempt for commercial attributes,and low-cost.They are characterized by slow pace and lengthy stories.Jia Zhangke's films often reflect social reality,and often adopt documentary style,and the plot develops gently,with long shots and original background sounds,and features of literary films.In recent years,with the introduction of foreign films and the massive output of domestic movies,the Chinese film market is extremely hot.Although the literary film as one of the film type films has achieved a certain development market,it is still compared with commercial films.Far less.Jia Yuke has been known from the past few people in the country to the present,and his film has undergone a long process of transformation.While insisting on the content of his own literary and artistic films,he constantly explored and explored the precise way of communication,and achieved high popularity and attention,but also caused a certain degree of professional quality decline and reputation decline in his film.This article will take Jia Zhangke's film as the research object.By analyzing the film's content characteristics,communication channels and communication effects,this paper summarizes and summarizes the commercial route of film communication,namely the new mode of literary film core + commercial communication,and finally the dissemination of literary film.A targeted revelation was put forward.The introduction part mainly introduces the research purpose and significance,research status,innovation and research methods.The first chapter is the dissemination content of Jia Zhangke's film—the interpretation of the unique and unchanging core of the literary film,which is analyzed from two representative aspects: universal theme and documentary style.The second chapter is the dissemination mode of Jia Zhangke's film--commercialized communication,taking "Jianghu Children" as the research object,discussing the transformation of Jia Zhangke's film communication,getting JiaZhangke's commercial route,namely online and offline activities,manufacturing influence,traditional media and new media.Spread and expand the scope.The third chapter is the dissemination effect of Jia Zhangke's film--the analysis of maximizing the value of communication.Through the dissemination mode of the core of literature and commercialization,Jia Zhangke really opened the market and got high attention and obtained the progress at the box office.At the same time,there has been a decline in professional quality.Due to the addition of commercial elements,the core of the literary and art films is not pure and the word-of-mouth decline.This mode of communication is not a complete effect multiplication,but is accompanied by certain defects.The fourth chapter is the enlightenment of the communication mode of Jia Zhangke's film on the dissemination of literary films.It discusses from the aspects of communication content,communication strategy,communication mode,government support and market affirmation.