The Phenomenon Of Cultural Discount In Film Trade

As an important part of international trade,cultural trade plays a positive role in boosting China's economic growth,improving China's cultural soft power and promoting Chinese culture to go global.As an indispensable part of cultural trade,film trade bears the important responsibility of cultural communication,cultural innovation and cultural power.This paper briefly describes the phenomenon of cultural discount in film trade and causes of cultural discount.Then,this paper takes the phenomenological film “Ne Zha: I am the destiny”as an example,and analyzes the word frequency,central idea and key words of domestic and foreign film reviews after its release at home and abroad to extract the relevant cultural understanding differences.The purpose of this paper is to explore the differences in the understanding of film and television audiences through specific case analysis,so as to summarize the attitudes of domestic and foreign audiences and film and television needs.This paper also can provide some suggestions for China's film export and television industry development.Through the research,this paper holds that the cultural discount in film trade does exist,and the box office performance is the direct manifestation of this phenomenon.The phenomenon of cultural discount is mainly reflected in the different attention paid by Chinese and foreign audiences to the subtitles,the understanding of the plot,the box office and actors.The phenomenon of cultural discount in film trade is caused by differences in cultural background,language,way of thinking and values.The results of cultural discount are differences in the types,publicity and distribution methods,box office and perception of popular films at home and abroad.Chinese audiences pay more attention to the protagonist and the climax of the movie,and their overall evaluation is higher,while foreign audiences pay more attention to the understanding of the language,the rationality of the plot,and the historical background of the movie,their overall evaluation is more pertinent.In film export,domestic film enterprises should improve the film content,improve the special effects technology,change the film overseas publicity and distribution mode and cultivate high-quality film production teams to reduce the phenomenon of cultural discount,so as to make Chinese culture go abroad and enjoy a good reputation in the world.