Exploring the quality improvement strategy of domestic film text content

The "Resolution of the Central Committee of the Communist Party of China on major achievements and historical experience" adopted by the Sixth Plenary Session of the 19th Central Committee of the Communist Party of China emphasized that "the party adheres to the unification of social benefits in the first place, social and economic benefits, and promote cultural undertakings and the cause The cultural industry has developed in an all -round way, prosperous and artistic creation, and provides the people with more and better spiritual food. "

The film industry is an important part of my country's cultural industry, and it is an important carrier to meet the people's aesthetic and entertainment needs and spiritual and cultural needs. In recent years, the box office of domestic films has continued to rise, and the records have been refreshed one after another. Films such as "Red Sea", "I'm not the medicine god" and "Changjin Lake" have won widespread praise from domestic audiences, and Chinese films have shown their prosperous development prospects. With the introduction of more and more foreign high -quality film products and the growing aesthetic and entertainment needs of domestic audiences, domestic films with low content innovation and low quality can no longer meet the spiritual and cultural needs of the audience. "Putting the quality of the content in the first place, respecting the spirit of the craftsman, crafted every detail, and polished the real good product." It is the cultural pursuit of film script creation and other content producers.

Analysis of the quality of domestic movie text content and the status quo of audience evaluation

Since the 18th National Congress of the Communist Party of China, my country's film industry has flourished, the box office records have repeatedly reached high, and the world rankings have steadily improved. As of the end of 2021, the number of screens exceeded 80,000 yuan, ranking first in the world, and it was nearly twice the second North American screen. From 2012 to 2019, the annual box office increased from 17.07 billion yuan to nearly 64.2 billion yuan, a gap between North America a narrowing year by year. From 2020 to 2021, due to the impact of the epidemic, the box office of the film declined, but in 2021, the total box office of my country reached 47.258 billion yuan, ranking first in the world, and the film production ranked third in the world. In the past five years, the total production of Chinese films has exceeded 4,000, second only to the United States and India. Looking at the domestic films in the past three years, the quality of the box office and text has been significantly improved, but compared with European and American movies, there is still room for improvement. Since 2018, "Red Sea", "Chinatown Detective 2", "I am not the medicine god", "The richest man of Xihong City", "Chinatown Detective 3" and other domestic films have good box office results, but the overall score of the film text content is not very high. Although the box office gap between China and the United States is not large, the audience scores with the quality of domestic films are lower than American movies as a whole.

If you simply measure the quality of domestic films from the total box office volume and growth status, the proportion of domestic film box office, the top ten domestic films in the box office, and the quality of domestic film text, which is comprehensive, which can only show the growth of domestic film volume. And the huge film consumer population in mainland China has given the flexibility of domestic film box office increment. Movie word of mouth will have a significant impact on the later continuous box office, but there is no significant positive correlation between word of mouth and box office. Generally speaking, the continuous box office in the later period will be highly affected by the reputation of the movie, and the total box office is at a medium level due to the degree of influence of the film reputation. The high -represented director and celebrity actors can best affect the box office data of the movie. Therefore, the indicators that can reflect the quality of the movie text cannot be measured by the movie box office indicators.

Analysis of the main factors affecting the quality of the movie text content

The market conditions of the film are difficult to predict, and the art of "storytelling" is grasped. The innovation of film text content relies on the quality of the script to a large extent, while there are fewer domestic movie scripts that tell stories. This has both the reasons for Chinese screenwriters themselves, and at the same time affected by various stakeholders. At present, the main problem of the lack of original creation of domestic films is: First, the lack of creative thinking and pioneering horizons, the content of the content, the plot set the old set, the type of film text is homogeneous, and the text imitation, plagiarism and infringement have occurred from time to time. Second, the artistic adaptation and expression of real life themes is insufficient. In addition to a small number of films such as "I am not a medicine god", some vivid realistic themes are rarely reflected in film art. The third is to be keen on market potential, marketing and box office performance, heavy business value, light cultural value and artistic aesthetic value, and do not sink to work hard in the quality and artistic expression of text creation. Fourth, the high -quality IP development is insufficient, the new and old classic text is insufficient, and the rough -made follow -up and remake phenomenon is serious. For example, after Li Youbin's version of "Bright Sword" was broadcast, his follow -up remake was crude, and he lacked the charm of performance and expression of art. Fifth, pay attention to star effects, salary distribution deformity. Although the acting skills of many celebrity actors have been criticized, they can get a very high proportion of the entire film production cost. Therefore, the income of script creators, general content producers and directors, producers, and stars is too large, and too low labor remuneration leads to a good manifestation of the labor of screenwriters. The enthusiasm of the creators, especially the script producer, makes it more difficult to produce high -quality original works. Sixth, commercialism first, director, celebrities and investors pursue commercial profits, artificially weaken the original quality of the script, and the copyright and original labor of the script cannot be respected. Therefore, the three important parts of script story creation and art processing, IP value and content are king, and the social network of film content innovation are the key links to improve the quality of film text.

The main strategy of improving the quality of domestic film text content

The analysis of the innovation capabilities of domestic film text content has multiple maintenance capabilities. From the perspective of McKee's screenwriter theory, we should focus on the cultural innovation and art presentation of script creation and script stories; from the perspective of IP theory and innovation diffusion, in addition to screenwriters Outside the subject, we should also pay attention to the innovative environmental creation and innovation incentives of other subjects. First of all, based on the screenwriter itself and the close -related script resource development system, social subjects that are closely related to the content of the movie text are analyzed. Secondly, based on screenwriter and script as the core, analysis from the perspective of different subject elements may have the role of script creation and development. Finally, based on the first two, the corresponding strategy of improving the script creation and the quality of the movie content is proposed.

At the level of screenwriting, improve the entry threshold and the right to speak of screenwriting groups, effectively improve the effect of IP protection, improve the education and training system, and improve the creative ability of screenwriter groups. First, from the perspective of content production, technological progress represented by Internet technology and digital technology has brought about changes in content production methods. The script transformation of online works resources is uncertain. Second, from the perspective of intellectual property (IP), we can improve the right to speak and effectively protect the labor results and copyright of the screenwriter. The third is to build a script development system and their related measures to prevent the flood of work with emergency effort and rough system. The fourth is to improve the content creation system of the training, education and in -depth life writing, and improve its cultural and artistic literacy and creative ability in the aspects of film type development, movie theme stories, content creation techniques, narrative perspectives and expression, literary symbolic skills.

At the government level, accurate policies, optimization of content approval subjects, procedures and copyright protection measures. In November 2016, the "Film Industry Promotion Law" issued by the Standing Committee of the National People's Congress made clear regulations from the definition of the concept of film, film creation, film creation, film creation, distribution, screening, and film industry policy guarantee. First, the basic principles of "expert review system" are determined in terms of content, and it is emphasized that "film review should organize no less than five experts to review, and experts will put forward review opinions." The second is that in terms of content development and creative system, my country lacks script creation and resource development team to support the quality of the movie content. Third, in terms of copyright protection, the government management department has issued corresponding measures to build an expert evaluation team of infringement such as the signature, imitation, replication, piracy, plagiarism of script creation, content production, and the supervision link after content approval or film broadcast. Evaluate and identify the copyright of the screenwriter development team to ensure that the copyright of the screenwriter team is not violated.

At the market level, the power between the script, content production, distribution, and screening of screenwriters, and content creation from the position, belief, values, and emotions of please the audience to guide the values ​​and consumer orientation of the audience. First, content creation cannot fully succeed in the pressure of the downstream of the film industry value chain, but to guide the market trend with high -quality content. Second, the stance, beliefs, values ​​and emotions of film audiences surpass the content of the content of the content, and the content of the content quality standard is blurred, and it is necessary to build a diversified evaluation system. Third, the highly competitive international markets and audiences will break the "protective balance" of domestic films, and the quality of domestic films is urgent.

With the deepening level of my country's opening up, more and more foreign film products, especially Hollywood movies, have entered my country's film market. It is not to be ignored that in terms of the quality and production technology of film, my country's film industry is still in the development stage and has not been able to resist the Hollywood film court. If domestic movies want to really go to the world, in terms of the quality of content creation, the courage and determination of the strong men's wrists must be broken.

At the level of viewing the audience, the first is to guide the audience to objectively evaluate the content of the movie content, write an individual viewing experience, and create a good social environment for film content creation. When publishing film reviews and posts and comments, the audience must be sincere, objective, rational, and good, respect the labor of film creators, learn to think in other places, and try to use less sour, mean, abusive, ironic and other words. The second is to consciously resist the behavior of the online waters manipulating film reviews, as well as the malicious comment behavior of excessively raising or derogatory. The third is to play the role of supervision and governance of social subjects, especially in terms of ideological and values, content copyrights, and copyright of the content of the content of the movie, and actively exercise the supervision function and form a creative environment that protects and promote the original film text.

(Author unit: Shanghai Jiaotong University China Institute of Urban Governance; School of Media and Communication, Shanghai Jiaotong University)

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

Author: Jiang Ling Yuan Huayun

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