The film industry stimulates the new momentum of the "International Consumer Center City" construction

On July 19, 2021, with the approval of the State Council, Beijing, Shanghai, Guangzhou, Tianjin, and Chongqing took the lead in the cultivation and construction of the "International Consumer Center City". This is a superposition and amplification of the core function of the new era, and it is also an inevitable requirement for creating a modern international metropolis node and a development strategy. Under the current global market shock and shrinking external environment, how to develop new consumption driving forces, give full play to the advantages of domestic large -scale markets, and accelerate the formation of a new development pattern of new development patterns with domestic large cycles as the main body and domestic and international dual cycles. important. In the wave of contemporary international cities, the leading cities will be created as a highland and demonstration zone that can lead the international consumer experience, focus on international consumer resources, integrate international consumer innovation, and highlight the international commercial civilization. Cultural industries with strong brand operation and consumption power. In view of this, vigorously developing the film industry and the competitiveness of comprehensively improving the "international consumer center cities" has the role of difficulty in other industries.

The epidemic is normalized by the consumption of Chinese movies. The film, as the world's recognized "seventh art", is not only an artistic form that shows the value of specific cultural value, but also a cultural product that spreads national image and promotes national identity. Today, the film consumption is a big view and has become a "ambassador to abroad" in the iron box. Since 2020, the new crown pneumonia's epidemic has swept the world, which has caused the international population circulation to decrease, the rate of international commodity logistics has been reduced, and international exchanges have been affected, but at the same time, it has brought many opportunities and challenges: the global film industry is being reshuffled, and the American film overlord is overlord. With its economic scale decline, the proportion of Hollywood in the world has gradually reduced. The total box office of China in 2020 was 20.417 billion yuan, of which the domestic movie box office was 17.093 billion yuan, accounting for 83.72%of the total box office. The top ten box office in the year were all domestic films. Big ticket warehouse. According to data provided by the National Film Bureau and the China Film Art Research Center, as of December 23, 2021, the total number of Chinese film box office and screen in 2021 still ranks first in the world. The number of screens across the country reached 8,1317, and the scale of giant screens ranked first in the world. "Changjin Lake", "War Wolf 2", "My and My Motherland", "Wandering Earth" not only achieved a comprehensive, three -dimensional and multi -dimensional social influence, but the box office and movie consumption power of the movie is also rising. Among them, movies The total box office of "Changjin Lake" is 5.744 billion yuan, becoming the current box office champion of Chinese film history.

Under the epidemic, China takes the lead in restoring the economy, which has also made foreign businessmen more optimistic about China's future urban consumption development potential and investing in China. At the same time, new scenes and new modes of industrial consumption have become , Community group purchase, etc. A considerable part of the film turned to the post -production, relying on digital technologies such as 5G, AI, VR, blockchain, and Yuan universe to increase the cultivation of visual -effective movies such as science fiction and action. Today's development of the Chinese film industry has reached the 3.0 era of industrial aesthetics. As the vanguard of China's industrial aesthetics, the film should continue to lead in this new "card bureau". "Contribute.

The film industry has become a new momentum for the construction of the "International Consumer Center". Incubation "urban IP" industrial consumer ecosystem. With the rise of Pan Entertainment's new consumption, the film has shifted from a single work to the competition of multiple content formats, and consumers have also accepted the composite products from the "movie -series" to "movie -universe". In addition to trying to cast boutique content and expand the value of film ontology, actively explore the combination of the film industry and the "international consumer center city" construction, and establish the concept of "urban IP" with film consumption to promote the "urban IP" in the early days. The library, thinking about how movies have resonated with the industrial fields of games, toys, parks, derivatives, etc., bringing consumers an immersive story experience. By the "second consumption" from "Movie -Series" to "Movie -Universe", to awaken potential consumers, promote the popularity of the movie when the movie is released with a long -tail profit model, and extend the "urban IP" movie life cycle , Form a complete consumer industry chain. As a result, it is not only a single industry in the film, but also more upstream and downstream industries at the tip of the wave of "international consumer center cities", and cultivate the consumer ecosystem of high -precision industries.

Develop the "Cultural Tourism -Film" consumer economic belt. Film consumption is a cultural consumption behavior that is gradually prevalent to rely on urban space. It can link film shooting bases and cultural tourism industries to form a sustainable consumption environment. Due to the restrictions of the film production cycle, it is difficult to ensure that the crew is directly used as a permanent scene. More cultural tourism development can be used in a secondary use. It turns the film base into a business model. It revolves around the characteristic of folk culture, red culture,,, red culture,,,,, red culture,,,,, Jiangnan Culture, Jingpai Culture, and Haipai Culture, with innovative presentations such as art exhibitions, popular science experience, theme parks, secret room escapes, script killing, etc., draw on the experience of Beijing Universal Studios Theme Park and Shanghai Disneyland, strengthen the application of high -tech technology and diversification The consumer format is integrated, focusing on the development of digital, experience, and interactive consumer formats and projects, creating a "punch place" for film fans and Internet celebrities consumption, and cultivating smart guidance and purchase, digital exhibitions, virtual entertainment experience, immersive type, immersive type, immersive type "Cultural Tourism -Films" and other "Cultural Tourism -Films", linking the "International Consumer Center City" industrial consumer economy belt to enhance the dual cycles of cross -media cultural tourism investment and film operations. Consumption of film consumption of "starting economy" is diversified. At present, more than 80%of large and medium -sized shopping centers in my country have entered the theaters. Related data show that 95%of nearly 400 high -box theaters that are higher than 20 million yuan in the country ’s box office are located in the shopping mall. Therefore, the film consumption that helps builds the "International Consumer Center City" is regionalized, and the "first store demonstration" effect under the "starting economy" is implemented. It is necessary to enhance the regional construction of theater and achieve diversification and satisfaction of individual needs, such as providing high -end comfortable movie space for high -consumer groups and high -income groups; building a "nickel currency theater" suitable for ordinary public consumption and low price; Provide "old movies and new watch"; provide a series of consumption styles such as modern drama fans; open special space like Japanese "Iwa Theater" and other art niche movies; Film portfolio; open up a special session of translation of translation and production, especially the old -fashioned film translation and studios; and so on to improve the vitality and quality of the key business district of the "International Consumer Center", drive a new urban business industry and and and Facilities construction.

Move the "Cloud Technology" consumer port under the International Film Festival. Attracting a diversified social capital investment film mainly depends on media platforms, regulatory environment and consumer markets. With the support of "Cloud Technology", accelerate the change of the film industry model, integrate the global consumer resource gathering place and create an opportunity for the development of global consumer resources through the "international consumer center city", and use its network platform, Beijing International Film Festival, Shanghai International Film Festival, Shanghai International Film The "gathering media effect" of the festival has vigorously promoted the latest Chinese films, raised financial institutions to increase discounts with various parties, pulls the quality and capacity of consumption in many fields, and use attractive "discount prices" to create "Film Carnival" carnival. At the same time, amplify the overflowing effects of global eye -catching platforms such as the Guangdong -Hong Kong -Macao Greater Bay Area, expand the film service industry related to consumption, move forward the international consumption port, and build a digital -driven "cloud technology" and "Yuan cosmic universe". "International Film Festival" template.

Cultivate the "Night Movie" urban economic consumption model. From an economic perspective, "consumption" is often connected with market logic and demand supply. In recent years, "Night Economy" has become a new consumption growth point. Analyze and judge important nodes of the night economy of the "International Consumption Center", aim at the peak hours such as holidays, students' cold and summer vacations, and cultivate special theater modules such as "late night movies" and "holiday connection" to enrich and develop movie night consumption scenes and environment. Essence Formulate the "Film Night Economic Development Plan", use the "starlight" of film and television stars, and plan a series of themes such as "Movie Light City" to promote consumer activities. While promoting the recovery of the economy, it can also increase the employment modulation steering, indirectly explore the innovation and integration of high -quality modern service industries such as the film industry and night catering services, leisure and entertainment, and new retail, effectively absorb the rich labor force of the society, enhance the employment of the people Will to achieve stable employment and consumption.

Create a movie overseas consumption platform. The movie is a behavioral model of collective movie viewing. On the premise of ensuring the prevention and control of the epidemic, it is necessary to study the film consumption policy of the "International Consumer Center City" from a market perspective, and to change the form of viewing the movie. In recent years, Netflix (Nai Fei) stands out in global video on -demand services with the advantages of technological innovation and content recommendation. It adapts to the target market with diverse and inclusive expansion logic, and creates a "International Consumer Center City" movie overseas with the "Naifei Mode" overseas film overseas. Consumption platform. In terms of content construction, it costs a variety of original movie databases to open up the international consumer market; it should be based on local cultural language and pricing payment habits to shape the movie consumption samples of the world's popular and local dialects; Change the habits and improve the user experience of film (the number of views, duration, location, equipment and feedback); create Internet interaction models through technologies such as AR and create an international Chinese film overseas communication platform.

The promotion of national cultural communication is driven by international consumption. It is an important task to tell the Chinese story, spread the voice of Chinese, and show the real, three -dimensional, and comprehensive my country. With the consumption of the film industry, you can link the publishing industry, animation, tourism, exhibition industry, cultural and entrepreneurial, new education and training industry, real estate industry, etc., making the film industry a new momentum for promoting the economic transformation of the "international consumer center city". Create greater social benefits, economic and cultural benefits. The growth of consumption of the film industry is not only conducive to building an iconic business district with global influence, creating a global attractive business environment, and building a new pattern of coordinated industries in the film area. Experience has transformed into a normal source of motivation to promote the construction of "international consumer center cities", meet the people's growing cultural, intellectual and leisure needs, showing new Chinese literary and artistic weather, and creating new glory of Chinese culture.

(This article is the phased achievement of "cultural transformation and modern China" in Shanghai High -level local university innovation team)

(Author Unit: School of Film and Television Communication, Shanghai Normal University)

Source: China Social Science Network-Journal of Social Sciences of China

Author: Tao Fuwen

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