【摘要】：從1987年提出"主旋律"電影這個概念至今已三十年,期間"主旋律"電影創(chuàng)造過輝煌,也經(jīng)歷過沉寂,當年為糾偏電影過度娛樂化傾向而倡導的"主旋律"電影在產(chǎn)業(yè)化語境下如何自我調(diào)適是中國邁向電影強國的重要命題。從《建國大業(yè)》到《建軍大業(yè)》,"主旋律"電影一直在嘗試打破成規(guī),"明星化"和"類型化"的策略也卓有成效,但市場的變化提出了更大挑戰(zhàn),《建軍大業(yè)》與《戰(zhàn)狼2》票房收入上的巨大落差表明,"主旋律"電影僅靠局部的突破已難有作為,如何正確處理價值引領與市場導向的辯證關系,實現(xiàn)從題材立項規(guī)劃到市場終端營銷的全鏈條革新將是"主旋律"電影下一步的努力方向。
[Abstract]:It has been thirty years since the concept of "theme" film was put forward in 1987. During this period, the "theme" film has created brilliance and experienced silence. In order to correct the tendency of excessive entertainment of films, it is an important proposition that how to adjust itself in the context of industrialization. From the cause of Founding the people's Republic to the cause of Building the Army, the main Melody film has been trying to break the rules, and the strategies of "stardom" and "typology" have been fruitful. However, the changes in the market have posed a greater challenge. The huge difference in box office income between "Building the Army" and "Wolf Warriors 2" shows that the "theme" film is no longer able to do anything by merely relying on local breakthroughs, and how to correctly handle the dialectical relationship between value guidance and market orientation. Realizing the whole chain innovation from theme planning to market terminal marketing will be the next step of the theme movie.
【作者單位】： 北京師范大學藝術與傳媒學院;
【分類號】：J943
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本文編號：2168631