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Hollywood Challenges and Inspirations for Chinese Movies

2021-08-24 来源: 51Due教员组 类别: Essay范文

51Due教员组今天给各位留学生带来一篇纯原创代写电影范文,本文将着重探讨这一趋势对中国电影的启示。首先,将对中国电影的发展进行总结。希望这篇可以帮助到各位留学生,同时需要代写也可以直接联系我们51Due客服vx(vx:Jenny_dynh)进行咨询。

Introduction

Movie, as one of the most influential media for more than 100 years, has gradually become a kind of modern entertainment and an indispensable part in life. Since the first Hollywood blockbuster entered the Chinese film market in 1994, Chinese audiences have consistently shown box office support for this foreign cultural import (Abbott,2013). It can create economic value which can be described as large. From the beginning of its birth to modern times, movie’s marketing mode has been increasingly normed and its production mode has been largely specialized. Particularly. the Hollywood can be views as the most representative one, which has almost become the center of worldwide movies through strong industrialization (Yu,2006). The introduction of Hollywood has brought great challenges for Chinese movies. Chinese audience are used to Hollywood blockbusters and they are less satisfied with simple producing or average plots. Without effective industry reform on movies, it is inevitable for Chinese movies to suffer disastrous defeat. Chinese movies need to be improved in not only plots, but also more importantly in optimized content production, industrialization development, specialization operation and the combination of diversified marketing. After examining a series of influences on Chinese movies brought by Hollywood, this paper will then focus on the inspirations motivated by this tendency. Above all, how to develop Chinese movies will be concluded.


Comparative Analysis of Chinese Movie Industry and Hollywood Influences

According to Tiavin, Köllisch &Nurminen (2015), “The setting of having an international audience was clearly an advantage, as the practice of product placement itself aims to reach international audiences”. The popularity of of Hollywood has largely changed movie marketing.  In terms of movie marketing, it refers to a series of marketing behavior aiming at promoting movies. The fundamental purpose is to publicize the movies and maximize the benefits. Basically, the Hollywood is successful in many aspects related to movie marketing, causing great pressure and challenges for Chinese movies, which are also deserved to be further explored for Chinese movies.

 

Movie Investment

The first thing comes from movie investment. Before the formal shooting of a particular movie, a large amount of funds must be taken as foundation. In order to get more money, many movies take uses of advertising implanting or sponsorship for support. This is a newly rise marketing method with the development of movie and TV industries. For the implanted or sponsorship, they can obtain higher audience attention through the appearance in movies, achieving a win-win effect. For instance, there are drinks advertisements in the worldwide famous movie Forrest Gump. The Matrix is pretty influential throughout the whole world, in which the brand Cadillac has been largely promoted. Hollywood has created a new marketing model, attracting effective investment for its movies. Learning that this can bring great benefits for the movie itself, Chinese movies turn to take advantage of the new marketing model for getting more movie investment. This can be learned from many earlier movies in China. A great movie in Chine is called A World Without Thieves, spreading valuable concepts from a different perspective. In this movie, the M-zone belonging to China Mobile appears. This is similar to another mobile phone advertisement, namely the Motorola advertisement in Cell Phone, from Feng Xiaogang. Earlier advertisement implanting effectiveness is pretty good actually. However, implanting advertisement has been constantly criticized by wide audience in China. For instance, these include Coco-Cola in Crazy Stone and the brand Doov in If You Are The One. Although these advertisements have brought sufficient funds to the Chinese movies, they are generally criticized and refused by audience limited by Chinese creativity. In addition, Chinese people are strongly against the investment on foreign films conducted by Chinese enterprises. Transformers IV has possessed a satisfying box office since its first show. There are advertisements from Inner Mongolia Yili Industrial Group, which has been countless criticized by audience.

 

Brand Marketing

The second change leads to brand marketing. From the perspective of brand marketing, it is important to identify the meaning of brand. Basically, brand is not only a kind of identification mark, spiritual symbol or concept value, but also the core embodiment of excellent quality. There is also a term of famous brand. A famous brand has a stable consumer group, excellent technology development ability and innovation ability. Finally, a famous brand can achieve a consistent identification from the consumers, through its higher quality and popularity. A brand is a representative of market benefit in the first place, which is a performance of value. A brand marketing includes a variety of methods by using some famous director, actors and studios that can indicate high quality. For movie audience, there is a connection between famous directors, actors and the movies. The audience can be effectively attracted by their ideal directors and actors, and then focus their attention on movies. Being aware of this fact, many movies involved famous directors and actors in their production. This has benefited the box office, the directors as well as actors simultaneously, as many of them impress the audience with their representative works. When referring to James Cameron, a famous Hollywood director, his great works Titanic and Avatar can be immediately thought of. When talking about Quentin Tarantino, a series of movies which vividly performing violent aesthetics can be connected with. From the actor perspective, there are a number of impressing actors and actress, including Angeline Jolie who stars Tomb Raider, Anne Hathaway who stars many musical movies and Nicolas Cage who has many action movies. For another thing, successful movies can bring advantages for following similar movies, with a foundation of audience and attention. This is also the reason why Hollywood prefers particular series of movies. For instance, a number of super heroes has become the representative of successful brand marketing.

 

This kind of brand marketing has also brought inspirations to Chinese movie industry. In terms of brand marketing, there are both similarities and differences when compared with Hollywood model. From the director perspective, Chinese movie industry has really done a fairly good job. Famous Chinese directors like Stephen Chow, Zhang Yimou, Feng Xiaogang, John Woo, Wong Kar-wai all have their outstanding works under the influence of Hollywood blockbusters. Particularly, Life of Pi conducted by the director Li An has make him worldwide famous. On the other hand, from the actor perspective, Chinese movie industry is not as successful as it in directors. Although many famous actors including Jackie Chan, Stephen Chow and Ge You are viewed as representatives in high movie quality, there are also some famous actors who fail in this aspect. Zhang Ziyi used to win the Oscar award and become one of the judges of Cannes International Film Festival and she has excellent works like Crouching Tiger, Hidden Dragon. She is recognized as a movie queen in the world after the Venice Film Festival. However, after her returning to China, she fails to guarantee previous movie quality, due to her appearance in many commercial movies, such as the Perfect Dating. Fan Bingbing is also a famous actress, who even has played a role in X-men. However, another movie she stars, White Haired Witch is known as a terrible commercial movie. Accordingly, her acting skills are constantly reviled accordingly. Then, it is necessary to identify the weaknesses of Chinese movie industry. After the emergence of a successful movie, it is important to take it as a base and then produce a series of movies on its foundation. This is insufficient in Chinese movie market. These indicate that brand marketing model needs to be necessarily improved in China.

 

Industry Expansion and Derivative Products

Another important aspect related to movie is its derivative products. Derivative products are the products that can increase the output value of the movie downstream industry. In addition to common products like movie dolls, pillows, USB drives, and clothes that can be often seen, many other products that also belong to derivative products, including the movie's licensed DVDS, video games, books, TV shows and theme parks. Hollywood has created its special derivative manufacturing model, from initial production, product distributing and later marketing sales. The most successful one is Walt Disney company. Walt Disney starts from a Mickey Mouse and it gradually establish a media empire influencing the whole world. Taking its movies for instance, the box office occupies only a part of the movie. Then the following step comes to producing DVD. More importantly, there will be adding an additional character in its theme park whenever there is a new movie. Finally, Walt Disney has established a global retailer selling a range of derivative products.it id not appropriate to take its marketing model as simply as this. In addition, Walt Disney has many subsidiaries, including the American Broadcasting Corporation, Pixar, Lucas and Marvel. Through mergence of different enterprises, Walt Disney has managed to fulfill the expansion of its industry.

 

Chinese movie industry is supposed to be largely improved in movie industry expansion. There are a lot of media groups in essence. Huayi Brothers Media Group for instance, it not only involves media industry by investing on music and movies. It is also a comprehensive entertainment group with its own cinemas. However, China’s copyright protection is not as highly valued as it in western countries. Going to the cinema for a Chinese movie is not necessarily needed for Chinese audience. Chinese audience are able to watch a Chinese movie on the internet after a short period of time, and they would refuse to by DVD even after its release. In terms of derivative products, Walt Disney has its own retailers for selling its brand clothing and other daily use products. But derivative products are scarce in Chinese movies. For the movie version of Pleasant Goat and Big Big Wolf, there are some dolls, clothes and toys with copyright infringement, without rich derivative kinds.

 

Inspirations Brought by Hollywood

 

The Combination of Classical and Traditional Culture

An important issue is the difference between Chinese movies and Hollywood, leading to the cultural differences and movie origin. Hollywood originated from circus, without too much cultural connotation. The purpose it to relax people from a whole day’s tiredness. In contrast, Chinese movies comes from Revolutionary Operas, a cultural product. This motivates Chinese movie industry in creation. When creating a Chinese movie, deep cultural connotations can be combined instead of merely imitating Hollywood blockbusters. Langley and Mark (2012) indicate that Ameritocracy finds its apotheosis in the popular blockbuster films of the unipolar era. Classical works are valuable works after being chosen by history. Blindly copying works of different cultural backgrounds is less valuable. Thus Chinese movies should involve classical and traditional culture of Chinese history.

 

With the Hollywood marketing model in modern times, many movies take advantages

of Chinese actors and actresses to enter the Chinese market. By using some degree of

these stars’ media influences, the Hollywood can reach movie promotion purpose and

box office increase purpose. Li Bingbing has played a role in Resident Evil. Fan Bingbing has also played a role in X-Men. Besides, Li Lianjie has constant played a role in The Expendables series. With Chinese actors, actresses and actual situations, more Chinese audience would be happy to watch the movie. In other movies like Kung Fu Panda and Mulan, there are not only Chinese actors but more additional Chinese elements and traditional stories. Why can Hollywood take use of Chinese culture and then earn money from Chinese audience but Chinese movie industry just fails to do so? It is the perfect technology that has made Hollywood blockbusters so successful. For Chinese movie industry that has started relatively late, it is not rational to merely follow Hollywood and produce similar movies. As an ancient country, China is naturally advantaged in cultural connotations. By appropriately involving distinctive cultural elements, Chinese movie industry is possible to progress. Under the influence of Hollywood blockbusters, Chinese movie industry is supposed to recreate classics and combine Chinese characteristic values. Only in this way, will Chinese movies accept wide identification and then move to occupy certain international market.

 

Specialization in Movie Industry Production

The radical purpose of movie marketization is to pursue the greater market efficiency, which also greatly reduces the content quality of the movies. The specialization production is an important standard for learning Hollywood model, including enterprise specialization, actor specialization, marketing specialization and script specialization. In Chinese movie market, enterprise specialization and actor specialization can be achieved to some degree. However, movie marketing is not only criticized in specialization, but has more problems. Chinese movies are strongly complained in earlier propaganda, which attract audience attention more by topic spread rather than content quality. There is a Chinese movie called Old Boy:The Way of The Dragon. Regardless of the movie contents, its song Little Apple and dance has been widely spread through the whole country. From a single perspective of marketing, the movie marketing is undoubtedly successful. The song and dance quickly lead to discussion and attention online with vulgar contents. This means the marketing specialization is insufficient with missing content quality. For script specialization, it is a major part in the whole movie specialization. A good movie project is not only a rational plan for the whole movie industry, but can contribute to proper guidance to Chinese audience’ thought. This indicate that the movie script needs to be fulfilled with meaningful connotations.

 

From Localization to Internationalization

With the increasing introduction of American movies, China has introduced many blockbusters, focusing on 3D movies. This has formed great impacts on Chinese movies. There are sufficient Chinese movies but many of them aim to avoid Hollywood blockbusters in determining on running schedule. From the other hand, this s also a great opportunity to stimulate the development of Chinese movies and make radical progress. This can stimulate Chinese movie companies to find out the content that audience show great interest in and then shoot their movies.

 

In modern society, movies like Tiny Times series, Love Is Not Blind and So Young can occupy a major share in the box office. The themes in these movies are possessed with the particularities of times and they can quickly obtain the attention of mass audience. Another movie Lost in Thailand nearly catches up with Avatar in box office in China. However, why cannot these movies move forward abroad?

 

The reason is simply. There are apparent differences between Chinese culture and foreign culture. When Chinese movies are released abroad, they failed to attract foreigners’ attention or stimulate their watching desire. In terms of foreign movies especially Hollywood blockbusters, they can be easily accepted by Chinese audience. For one thing, the main values in these movies are in accordance with Chinese culture. For another, Hollywood is successful in using Chinese actors to enter Chinese movie market.

 

Chinese movie industry has been increasingly developed, to an internationalization tendency. How to expand overseas market and influence the new momentum of world films becomes an attention-catching new agenda for Chinese films (Ding,2017). With expanded investment and industry development, Chinese movie industry can occupy a share from worldwide movie industry. It is also possible for China to become the second largest movie producer. The most important issue for promoting Chinese movies to worldwide degree focuses on innovation improvement. This requires Chinese movie industry to use creative thinking to produce movies and more importantly, it is necessary to reflect the essence of Chinese culture in their movies.  

 

Conclusion

Hollywood has significantly influenced the development of Chinese movies for decades. Despite of a series of great challenges brought by Hollywood, it has also stimulated the continuous development of the Chinese movie industry. In face of challenges that need to be dealt with, it is important to remember that China is an ancient country with thousand years of civilization, indicating a variety of subjects can be involved in producing movies. While learning the Hollywood model, it is a must to add characteristic Chinese cultural elements and fulfill its advantages. It is hoped that there are more classical Chinese movies in market and China can become a movie power in the world. Accordingly, more countries and foreigners are likely to love Chinese movies. Chinese movies can approach foreign culture while spreading its own cultural significance.


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