A Study Of The "three Small" Phenomena In Chinese Movies Since The New Century

Before the new century,there were only youth movies,which were unitary and targeted towards younger generation.Now,in the era of big data on the Internet,with the rapid growth of the Internet generation,there are more new pronouns on the Internet that reflect the characteristics of Chinese youth.Therefore,"three small" has become a symbol of modern Chinese film creation and audience acceptance.The "small" of "three small" movies is the embodiment of "tending to be younger".Since the new century,the definition of "tending to be younger" has become the key to box office success.With the development of society,there may be more "small" emergence,"small" has become a cultural concept and a symbol of aesthetic orientation.The "small" of "three small" movies revolves around "youth consciousness".In what we call "three small" movies,"small" is not only a concept of social thought,but also a concept with cultural attributes and aesthetic values.With the development of social ideological trend,it gives birth to a new cultural dimension and its restrictions,thus reaffirming people's new aesthetic concept.In fact,the essence of "three small" movies is a derivative of political,economic,social and cultural elements under constant evolution,and also a way of catharsis to find the id and the original self in modern high-pressured society.In a sense,the "three small" films have positive practical effect for self-understanding and life guidance.Because the word "youth type" can not accurately define this phenomenon,we will divide them into three categories: �Xiao Qingxin� movies,"Xiao Niu" movies and "Xiao Xian Meat" movies,which are abbreviated as "three small movies".This paper is divided into four parts.The first part introduces the origin,background,trajectory and stages of the "three small" films;the second part introduces the basic characteristics of the "three small" films;the third part analyses the similarities and differences within the "three small" films;and the fourth part outlines the current situation,dilemma and future trend of the "three small" films marketing.What are the characteristics of "three small" films? Why do Chinese films tend to "three small" films in the new century?What are the predicaments and future trends of "three small" films? We advocate a comprehensive study of the problem.For movies,text is one,creation is one,acceptance is one.In the series of these elements,as an artistic product,film is both text and product,so marketing research and market research are indispensable.The paper adopts qualitative method to study it,and part of the demonstration chooses the method of questionnaire demonstration.The research finds that "three small" films are the return of "youth films" before the new century,and also a new phenomenon of film development in the new era.It has developed well in the context of today's society,culture and aesthetics.At present,the biggest dilemma of "three small" films is the phenomenon of "bad films with high box office",although from the perspective of audience preferences,it has created a series of stories to win the audience's approval.But it only pays attention to building the audience platform,while forgetting the importance of the film itself,and overemphasizes the importance of marketing.Although their box office is very successful,the quality of the films is not directly proportional to the box office.The future development of "three small" films needs to make an adjustment to this phenomenon.