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央视剧评｜冷思考：“焦虑”的中国影视业何去何从？

时间：2020-05-13 15:04:37阅读：47441次
2020年新冠疫情对于中国影视业的打击是显著而令人忧心的。如何描摹中国影视业从业者的当下普遍心态呢?&ldquo;焦虑&rdquo;或许是相当精准的字眼。为什么会普遍&ldquo;焦虑&rdquo;?
什刹海
  • 什刹海
  • 家庭 剧情
  • 刘佩琦 连奕名 曹翠芬 张龄心 关晓彤 张晞临 刘敏 牛莉
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2020年新冠疫情对于中国影视业的打击是显著而令人忧心的。如何描摹中国影视业从业者的当下普遍心态呢?“焦虑”或许是相当精准的字眼。

为什么会普遍“焦虑”?导致这全行业普遍“焦虑”的原因何在?疫情虽然对我们影视业产生了巨大打击,但也让我们在这几年高歌猛进、热火朝天的影视发展热潮中,得以冷静下来,对热运行中的影视业做一理性的反思。

过短过粗:影视产业链的结构性弊端

在我看来,从此次疫情对于中国影视业的打击可以见出,中国影视业自身存在着巨大的结构性弊端,集中体现在影视产业链过短、过粗,经不起外部环境突变带来的冲击。

所谓“过短”,指的是产业链上下游相关领域、内容的开发、拓展比较稀缺,只聚集在制作、发行、播出等有限范围;所谓“过粗”,指的是产业链各环节的分工、挖掘较为浅表、粗放。

因此,如何延长影视产业链上下游的更为广阔的领域与内容,是投资方应该认真考虑的问题。除了影视制作,还需在相关联的旅游、教育、娱乐、传媒、交通、服务等领域对内容产品做更加纵深的开发与拓展;如何做细影视产业链上各个环节的分工、挖掘,是制片方需要努力的方向,如在渠道上,有针对性地进行更多渠道地分众营销,在内容上,将人物形象、场景、影像、音乐、服装服饰道具、其他相关物件等做深度挖掘等等……这样或许就会“东方不亮西方亮”,就不至于一旦遭遇疫情这样的突发情况,全行业就猝不及防陷入几乎全面崩溃的被动局面。

结构多元:影视行业抗风险的必由之路

收入结构多元化在国际上可借鉴的成功案例不少,早在20年前电影《泰坦尼克》除了电影本身的票房收入,电影音乐的唱片发行、演唱会也收入可观;演员的肖像权也被运用到极致,各种代言以及相关衍生产品的制作销售都能拉长产业链条,另外还在电影拍摄地开发出旅游项目,都在一定程度上体现出“一鱼多吃”的多元盈利模式。

另外,由影视行业派生出的迪士尼乐园、主题酒店,环球影视城等旅游休闲项目,也在影视业与旅游业的嫁接上提供了可供借鉴的例子。

只有努力拉长和拓展影视产业链,才能从根本上解决一部影视作品单纯依靠广告和播出平台购买的生存模式,增强影视行业的抗风险能力!面对疫情打击,中国影视业何去何从?除了上述对于影视产业链的深入反思与努力建构(这不会一蹴而就,将需要进行长期的积累、探索),需要从认识到实践注意以下几个方面:

国家扶持:影视行业生存的推动力

我们要从战略上,高度重视影视业对于国家未来发展不可替代的价值与功能,无论是从满足十几亿观众日常的文化消费需求上来看,还是拉动更加多维的文化产业发展的需求上看,抑或从增强国际传播能力、提升国家文化软实力的需求上看,影视业都扮演着极端重要、不可替代的角色,体现出极端重要、不可替代的功能与价值。因此对于影视业从整体上需要予以保护,尽量维护骨干机构、平台的生存,保生存是必要也必须的。

电视剧《嗨,什刹海》剧照

疫情发生以来,为了复工促产,从中央到地方主管部门都能够采取有效举措,给困难中的影视业机构、平台与人员以各种各样的救助、支持与鼓励。对于极端困难的机构、平台如电影院等,采取减免税收、直接贴补等方式予以救助,对于遭受重创的机构、平台采取返还专项补贴等方式,对于在疫情特殊时期坚持工作,生产出优秀作品的机构、平台予以专项奖励,这些都将对中国影视业的生存、发展产生重要影响。

《亲爱的戎装》拍摄现场

苦练内功:影视行业未来发展的原动力

中国影视业自身,这个时期应当是总结经验、认真学习、加强积累的特殊时期。越是遭遇打击,就越是需要好好地总结经验教训,通过深刻反思,找到更加正确而有效的发展理念与路径。

越是身处不好的环境状况,越是要认真学习,组织行业人士,通过各种渠道与方式,对于与影视相关的政治、经济、文化各方面理论、思想、知识等进行学习、充电。越是面临困境,越是需要积累,可以利用这段时间,发掘新题材新故事,打磨新剧本新创作,相信我们的影视业就会更加从容、自信地释放更大的能量,做出更大的贡献!

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