發(fā)布時間：2016-04-23 18:36

外文資料翻譯譯文：國際電影節(jié)運作模式探析

摘要：聞名全球的國際 A 類電影節(jié)，明星大牌扎堆，主流媒體云集，信息發(fā)布權(quán)威，足以吸引全世界影迷的眼球。電影節(jié)一旦成為品牌，不僅是各國影片與影人匯聚的平臺，電影節(jié)自身也能通過運作而贏利，這值得深入探析。
關(guān)鍵詞：國際電影節(jié)；運作；模式；探析

一、國際電影節(jié)類別

1932 年，，意大利舉辦了全世界第一個電影節(jié)“威尼斯國際電影節(jié)”。其后電影節(jié)發(fā)展速度與規(guī)模超乎尋常，據(jù)不完全統(tǒng)計，當(dāng)今世界各國已設(shè)置各類電影節(jié)近 1000 個，且這一數(shù)字仍在以每年約 50 個的速度繼續(xù)增長。對于電影節(jié)的劃分，世界普遍采用國際制片人協(xié)會 ( FIAPF) 制定的 4類分級體系: A 類為非專門類競賽電影節(jié)，級別最高、規(guī)模最大，目前全世界僅認(rèn)定 12 個，包括威尼斯電影節(jié)、戛納電影節(jié)、柏林電影節(jié)、上海國際電影節(jié)等; B 類為專門類競賽電影節(jié)，如韓國釜山電影節(jié); C 類為非競賽性電影節(jié)，如加拿大多倫多電影節(jié); D 類為短片與紀(jì)錄片電影節(jié)。按照這套標(biāo)準(zhǔn)劃分，全世界受國際制片人協(xié)會認(rèn)證的最重要的國際電影節(jié)有 60 多個。由于頒獎機制不同，這一體系并不容納歷史悠久、影響力甚廣的美國奧斯卡金像獎。電影節(jié)現(xiàn)已成為電影產(chǎn)業(yè)與會展業(yè)最直接的接入點。一個國家或地區(qū)通過舉辦電影節(jié)，不僅可以促進本國電影與國外的交流合作，還能最大限度地擴大本國電影在國際上的影響力，促進本國電影與世界接軌。與此同時，電影節(jié)期間前來的國內(nèi)外嘉賓，可為舉辦城市帶來效益可觀的會展經(jīng)濟，可謂“一箭三雕”。始創(chuàng)于 1993 年的上海國際電影節(jié) ( SIFF) 以飛速發(fā)展的態(tài)勢崛起，僅短短數(shù)年就被國際制片人協(xié)會列為國際 A 類電影節(jié)。與其他 11 個 A 類電影節(jié)相比，上海國際電影節(jié)的規(guī)模和國際知名度、世界首映和國際首映影片數(shù)量、國際明星參與數(shù)量、觀眾參與人數(shù)等綜合數(shù)據(jù)，已經(jīng)超越加拿大蒙特利爾電影節(jié)和日本東京電影節(jié)，現(xiàn)在穩(wěn)居世界前五名。

外文原文：

The mode of operation of the International Film Festival

Abstract: A class world famous International Film Festival, the big stars get together, gathered in the mainstream media, information dissemination authority, enough to attract the attention of fans around the world. Film Festival, once a brand is not only a film and filmmakers States converged platform, the festival itself through the operation and profit, it's worth of depth.

Keywords: International Film Festival; Operational; Model; Analysis

1. International film festival category

In 1932, Italy held the world's first film festival, "the Venice International Film Festival." Thereafter Film Festival extraordinary speed and scale of development, according to incomplete statistics, the world's countries have set up all kinds of film festivals nearly 1000, and this figure is still growing at a rate of about 50 a year continues to grow. For the division of the film festival, the world's widely used International Producers Association (FIAPF) classification system developed by four categories: A class of non-competition film festival dedicated to the class, the highest level, the largest and currently the world's only found 12, including Venice Film Festival, Cannes Film Festival, the Berlin Film Festival, Shanghai International Film Festival; Class B is specialized class film festival competition, such as the Pusan Film Festival; Class C non-competitive film festivals, such as Toronto Film Festival; Class D is Short and Documentary Film Festival. Divided in accordance with this standard, the world certified by the International Association of Producers of the most important international film festival there are over 60. Due to the different award mechanism, this system does not accommodate a long history, wide influence American Academy Awards. Film Festival has become the film industry and exhibition industry in the most direct access point. A country or region through the organization of the festival, not only to promote their film exchange and cooperation with foreign countries, but also to maximize their films in the international influence to promote their movies with the world. At the same time, to domestic and foreign guests during the festival, the exhibition can bring considerable economic benefits for the host city, described as "kill three birds." Founded in 1993, Shanghai International Film Festival (SIFF) rise to the rapid development of the situation, only a few short years it was listed as the International Association of Producers International Film Festival A class. Compared with other 11 A class film festival, the size and international reputation of the Shanghai International Film Festival, the world premiere and the international premiere of the number of films, international stars to the number, the number of visitors to take part in the integrated data, has surpassed the Montreal Film Festival and Japan Tokyo Film Festival, now ranked in the world top five.

2. The festival mode of operation

Film Festival as a cultural feast, more and more attention around the world, because it not only allows the public to enjoy the host city from around the world film feast, but also for regional economic development and make a special contribution to make to host the much outside attention, leading to incalculable social benefits. Here in the Cannes International Film Festival for example. Cannes Alpes-Maritimes in France, early 19th century was a small fishing village of only 4,000 people. In 1939, France contend was controlled by the Italian fascist regime of the Venice Film Festival, decided at the Cannes International Film Festival was founded. From 1946, the first film festival opening date, Cannes has become the world's largest film market and film distribution center. Cannes is also due to the local "sea, sun, beautiful" (Sea, Sun, Sex) impressive, known as "3S Film Festival." This is a film developed entirely on the coastal town, the film exhibition industry operating very mature. Cannes Film Festival and integration, and even became synonymous with the festival of the town. As a world-renowned brand, the annual festival of the town has brought enormous economic income. According Cannes mayor Bernard burro yet revealed Film Festival held annually attracts at least 60,000 film industry and 200,000 visitors, the direct economic value of the two-week festival created up to 200 million euros, indirect economic value Up to 700 million euros. Film Festival a few months ago, the city of Cannes hotel, the hotel was booked early. In addition, yacht rental, transportation, retail, travel and tourism industry is also booming. Four action Exhibition Economy --- dissemination of information to promote economic and trade, raising the city's visibility to drive regional economy, stimulating the development of related industrial chain, increase employment opportunities --- in Cannes reflected most vividly. The economic value of the festival created in a short time, is achieved through the operation of the project. In view of the Cannes Film Festival, including a total of six units, namely competition awards, "Directors 'Fortnight" a concern "" Critics' Week "," French film new look "and" Side Market Exhibition "; Berlin Film Festival at the based Competition, Panorama, Short unit, youth unit, "genius school" 8 units; Shanghai International Film Festival main activities include the opening and closing ceremonies, "Progress Award", the Asian New Talent Award, Film Forum, movie deal market, the film project market, international film screenings, mobile phone film festival. Although the festival is set for each unit varies, but basically divided into four parts: the opening and closing ceremonies, film awards and screenings, various forums seminars, exhibitions and professional markets. By the operation of the festival, can greatly promote the development of the city held the modern service industry. Film Festival screening unit to provide viewing opportunities for the public to realize the main channel of the box office profits, where the presence of active marketing services space. Over the years, Shanghai Film Festival is committed to open up new marketing channels, has pioneered co-branded card issuing banks have extensive public resources to attract consumer interest in the general public; and lock a particular object, introduced attractive discount cards, establish exclusive Shanghai Film Festival's core audience, providing them with art film screenings to watch channels to meet consumer demand for a small minority, to avoid wasting film sources. Ticket sales in innovation, the use of three parallel booking patterns, namely the traditional ticketing, online ticketing, mobile ticketing, the consumer what they want, can in particular be tickets on the move in any state, convenience is greatly improved. Another example is the film and television program marketing and new media area, try to target customers from the original professional open to the public, both on the homogeneity of the market break, the festival is also a big influence initiatives. TV program market, "Open Day" also serve the needs of its exhibitors, called too.

3. The comparison of operating in Asia Film Festival

In Asia, the Shanghai International Film Festival and the Tokyo International Film Festival is one of only two Category A international film festivals. In addition, after the older generation of directors as "the father of the Korean movie" Im Kwon-taek and the new generation of directors headed by the joint efforts of the Korean film industry by leaps and bounds, the Korean film to make the world sit up. The South Korean government attaches great importance to the film industry, to create "Asia's first film market" as the goal of the Pusan International Film Festival came into being, and soon with the Shanghai Film Festival, the Tokyo Film Festival, the formation of "three pillars" of the pattern. Asia's top three among the 1996 Pusan International Film Festival, founded by the shortest history as a category B class competition film festival dedicated to gradually form a unique route, focusing on the Asian film market and the world's most outstanding film screenings attracted many international movie people involved. It is particularly worth mentioning is that the Pusan International Film Festival following the launch of the Asian Film Subsidy Scheme PPP (Pusan Promotion Plan), launched in Asia in the global distribution of film and animation film industry trade fair (BIFCOM). These two characteristics of the project quickly attracted national attention filmmakers, all related television programs and video (including new media), all transactions can be carried out in this emerging market. Pusan International Film Festival by the Korean central government, municipalities and Pusan Film Festival is jointly funded the preparation, in which the central government invested 100,000 Korean won, 20% of the total budget; Busan municipal government invested 1.8 billion won, 36% of the total budget; there are still some major studios rely Korea and other industry funding. Through years of efforts, the Pusan International Film Festival, one stroke ahead of the US and European film-makers in the past preferred the Hong Kong International Film Festival, to be among the highest in Asia. Tokyo International Film Festival was founded in 1985, was once Asia's largest film festival, its purpose is "international" package, the opportunity to develop the Japanese mainland movie, driving the prosperity of local film market. However, such positioning is "international" insufficient, eventually catch up with Shanghai Film Festival and Pusan International Film Festival. However, from 2008 onwards, the Japanese government began to reverse this decline, not only served as the Prime Minister attaches great importance to and personally attended the opening ceremony of the festival, but also increased the level of government investment, the Japanese Ministry of Economy and Ministry of Foreign Affairs funds management coordination Film Festival and the relationship between the parties. But because the center of gravity of the world has shifted to Chinese cinema, the industry generally believe the Japanese Film Festival in the festival and market, are inferior to the Shanghai International Film Festival. Compared to these two rivals, the Shanghai International Film Festival, good momentum of development, both entered the competition or films to countries and regions, enrollment picture quality, the industry participation, or media coverage, attendance and other areas have made considerable progress. American "Hollywood Reporter", "Variety" magazine for the Shanghai Film Festival two reports in recent years, the amount of the rise, attention has been increasing. Shanghai InternationalFilm Festival is the only international since no government funding of large-scale cultural projects, although within cultural institutions has been in the system, but as a self-supporting independent accounting body, did not enjoy any tax benefits, always struggling in operate within the system. According to international practice, an international film festival to rely solely on the cinema box office and advertiser sponsorship, it is difficult to make ends meet, it is difficult to achieve pull the film industry. Behind important international film festivals generally have local government investment country, and folk consortium as capital support. It can be said, precisely because of the lack of stable funding guarantee, compared to the Shanghai International Film Festival, the film festival, it takes more energy and manpower to raise funds, its investment market includes four groups, namely strategic partners (primary sponsors), the official sponsor and designated special events co-sponsors. Investment means the use of independent investment and agency of investment combination, from the traditional "pull advertising" idea to "integrated marketing", so advertising brand and festival brand two-way return. Festival brand building efforts take a long time, only adhere to reform and innovation, to make operation of the brand to maintain a lasting vitality.

本文編號：40306