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理论贴现和文化贴现:微观视角下的中国电影产业
时间:2011-03-02 浏览次数:1122次 无忧论文网
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文艺学
电影产业电影产业
    电影诞生于1895年12月28日,以卢米埃尔兄弟的“活动电影机”第一次售票公映为标志。电影的商品属性从诞生起便已确立。电影的“商品性”和“艺术性”论争从19世纪绵延至今,此消彼长而无定论。笔者认为艺术性本身便具有商业价值,在当下的社会形态中,将电影看作“艺术商品”才是保障电影生存、发扬电影魅力的理性观念。
    相对于电影产业,一般性商品行业的发展研究相对成熟,已经形成了系统的产业经济学理论。本文旨在通过辨析电影作为商品的普遍性和特殊性考察一般产业经济学理论应用到电影产业领域的可行性。考林·霍斯金斯在他的著作《全球电视和电影》中提出一个术语:“文化贴现”(Cultural Discount,也译作“文化折扣”)。笔者套用这个概念,提出一般产业经济理论在电影产业应用上的理论贴现(Theory Discount),认为在一定的理论贴现的基础上,一般产业经济理论是可以应用到电影产业领域中的。
    在电影的投资和制作领域,引入国际融资方式和现代企业市场观念,对中国电影制片人来说意义深远。制片人应根据每部影片的制作规模、题材特征等各方面因素,量体裁衣,选取不同的融资渠道组合;在制作环节中针对不同定位制作不同的产品,形成丰富的产品体系。 [英文摘要]:     The very first film came into being on 28th December, 1895, when the brothers Lumière projected motion pictures at public to earn nickels. Hence the commercial property of film was rooted deep at its birthday. The arguments on its nature of either commodity or artistry have lasted till the present since the 19th century. The article, however, attempts to illustrate the point that artistry itself is commercial. The notion of artistic commodity will help to maintain the survival and to flourish the innovation of films.
    Compared with film industry, other industries of common products enjoy mature and systematic industrial economics as theoretical basis. Colin Hoskins posted a term cultural discount in his work the Global Television and Film, which inspired the author to discuss about the theory discount occurring in the process of applying common industrial economics to film industry. Under the cost of some theory discount, the author believes in the feasibility of the application.
    The adoption of international financing and the application of modern marketing strategy means a lot to Chinese film producers. The producer is supposed to adopt various financing channels in accordance according to every film’s investment volume, subject, and etc.. Market classification and corresponding producing lead to an abundant product system. This system will bring promising future and produce ideal outcomes of Chinese films.    
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