CAJ | 학술논문

近三五年来,中国电影产业持续以30%左右的年度平均增长率领跑全球市场,其票房连连井喷,呈现出一派市场繁荣的景象. 但是,伴随着中国市场经济的高速成长,人们对物质财富无节制的追逐和对"泛娱乐化"的盲目放纵,促使一种纯粹物质主义的感官享乐被这个市场所鼓动,并成为新的时尚. 以BAT网络资本寡头所统领的互联网企业,乃借势而兴,竟逐步开启了对电影产业的侵袭和颠覆. 他们借助"互联网+电影"这一新兴的电商营销模式而推出了一种"新业态",一则促成了电影票房的节节飙升(但仅限于国门之内),与此同时,更导致时代的主流价值观渐渐淡出银幕. 东方电影美学的经典性及其主体精神,一点点遭到蚕食并被推到无可遏止地向下滑坡的困局. 当务之急,我们需要清醒地应对好莱坞霸权的挑战,冲破"互联网+电影"这一电商营销业态的自我封闭与妄自尊大,在现代文明的意义上来推进中国电影全产业链的建构,迎接21世纪中国文化的伟大复兴.
근삼오년래,중국전영산업지속이30%좌우적년도평균증장솔령포전구시장,기표방련련정분,정현출일파시장번영적경상. 단시,반수착중국시장경제적고속성장,인문대물질재부무절제적추축화대"범오악화"적맹목방종,촉사일충순수물질주의적감관향악피저개시장소고동,병성위신적시상. 이BAT망락자본과두소통령적호련망기업,내차세이흥,경축보개계료대전영산업적침습화전복. 타문차조"호련망+전영"저일신흥적전상영소모식이추출료일충"신업태",일칙촉성료전영표방적절절표승(단부한우국문지내),여차동시,경도치시대적주류개치관점점담출은막. 동방전영미학적경전성급기주체정신,일점점조도잠식병피추도무가알지지향하활파적곤국. 당무지급,아문수요청성지응대호래오패권적도전,충파"호련망+전영"저일전상영소업태적자아봉폐여망자존대,재현대문명적의의상래추진중국전영전산업련적건구,영접21세기중국문화적위대복흥.
Chinese film industry has been leading the global film market for the past three to five years by keeping an average annual increase of 30%. The box office records have been broken time and again, presen-ting a booming and thriving prospect. However, with the high-speed growth of China' s market economy, the unconstrained pursuit for materialistic wealth and the blind indulgence in"excessive entertainment" has led to a purely materialistic sensual hedonism instigated by the market, thus becoming a new fashion. The Internet enterprises led by the BAT ( Baidu, Alibaba, and Tencent) online capital magnets take the chance and gradu-ally invade and subvert the traditional film industry. By dint of a newly-rising E-commerce sales mode of the"Internet+Film", they have promoted a"new format". The results are two-fold:the constant taking-off of the box office records ( domestically only) on the one hand, and the gradual waning of the mainstream values of our times on the other hand, which means that the classicality and subject spirit of the Eastern film aesthetics is in-stead eroded inch by inch to the extent of unstoppable slip. Now it is essential that we keep a somber mind to cope with the challenge from the Hollywood hegemony, break away from the self closure and arrogance of the E-commerce sales format of "Internet+Film" and push forward the construction of the whole industrial chains of Chinese films based on modern civilization so as to meet the great rejuvenation of Chinese culture in the 21 st century.