Research On Film Easter-egg In The Age Of Media Convergence

Film Easter-egg is a kind of accompanying text that fills the "cracks" of the film.It is a "small surprise" that the film creator deliberately inserted in the beginning,middle or end of the film without affecting the narrative of the film.Since the new century,the in-depth development of modern information technology has reconstructed the ecological environment of the media.The film has been deeply transformed by the logic of the Internet,and relies more on the use of film Easter-egg to expand its own interaction space and communication scope in the field of interconnected,equal and open media convergence.In the context of participatory cultural production and fragmented information dissemination,the film Easter-egg that are full of fun,short and easy to communication have become unique and commonly used artistic methods and marketing skills in the films,making films more adaptable to the changes in the market environment and the aesthetic psychology of the audience behind the changes in the media.The development of media convergence opens up free space and more possibilities for the content diffusion and meaning construction of films.The creation of Film Easter-egg is more diverse and the setting is more complex,which gradually overflows the text content of the films themselves to form a wider hypertext link,which connects with a huge text network and refers to many contents in contemporary culture.The audience should not only catch the film Easter-egg in the film text,but also interpret the Film Easter-egg in the numerous pan-text beyond the film text,and explore the multi-cultural space behind the film.The film expands its meaning and space through the Film Easter-egg,which just shows the incompleteness of the film text,reflects the hidden expansion demand of the film text itself in terms of narrative or space,and the huge potential of the film text in integrating culture and communication significance.Film Easter-egg helps films and comics,novels,TV series and other different texts to refer to each other and complement each other,bonding a text network that extends infinitely around the core of the story,serving the cross-media narration of films,and promoting the extension of the story and media.With the appearance of cold media,the film Easter-egg elicits the audience’s active interpretation and intervention,and reflects an obvious differentiation based on interest and personalized information recommendation system.Through special audio-visual language design,film creators can control the information content conveyed by the picture,and guide the audience’s attention,so as to realize the concealing and highlighting of the film Easter-egg.The film Easter-egg is like a "Hyperlink" button in the film,attracting the audience to jump in the hypertext context and freely go back and forth in multiple spaces.With the help of film Easter-egg,the film stimulates the fans to participate in it with a special "gamification" mechanism,thus mining the wisdom of the group and giving spiritual incentives,and creating a mental game that people actively participate in.As a special film compensation medium,the film Easter-Egg captures the audience’s attention in the era of massive information by opening up interesting spaces for films and disseminating interesting texts,making up for the low interactivity of films.In the field of media convergence,the film Easter-Egg presents a two-way communication mode at the film level and a reticulated communication mode at the social level,creating a "remedia" and "super tribal" communication landscape,highlighting the self-organizing power of the Internet.With the help of film Easter-Egg,the film can set suspense,add a sense of mystery to the story,arouse the audience’s expectation of watching the film by taking advantage of the audience’s psychological concern about the plot development and the fate of the characters,gradually cultivate the audience’s good movie-watching habits to watch the end subtitles patiently,and arouse people’s respect for the cast and crew.And the film links the real world through the film Easter-Egg,which can amplify the motivational power of the film and enrich the details of the story and the image of the characters.Film companies can deepen the impression of the film in the minds of the audience and enhance the audience’s loyalty to the film brand by incorporating well-known characters and story plots into the film Easter-Egg.The film Easter-Egg has triggered discussion on the Internet,which is equivalent to a second promotion of the film and strengthens the effect of agenda setting.The film Easter-egg with low production cost also extend the film "long tail" tentacles and enhance people’s consumption intention.In addition,the content of film Easter-Egg is homogenized and vulgar in some films,and cinemas delete the film Easter-Egg or drive away the audience waiting for the film Easter-Egg,as well as many audiences leave in advance or watch films quickly on the Internet,which hinder the long-term development of film Easter-Egg.