少数民族题材电影的市场突围研究——以《狼图腾》为例  

The Market Breakthrough of Minority Film:A Case Study on the Film Wolf Totem

作　　者：谢婉若[1] 

机构地区：[1]四川师范大学新闻与传播学院

出　　处：《民族艺术研究》2015年第4期151-156,共6页Ethnic Art Studies

基　　金：2013年度国家社会科学基金艺术学西部项目(项目编号:13EC140)"少数民族电影;神话学与民族文化形象建构";2014年四川省教育厅人文社科重点项目(项目编号14SA0020)"少数民族题材电影叙事艺术研究"的阶段性成果

摘　　要：2015年中法合拍的少数民族题材电影《狼图腾》,获得了观众的极大认可,其在创作视野、融资模式、营销方式等方面为中国少数民族题材电影的市场突围提供了可供借鉴的典型范本。就电影《狼图腾》的原小说本体影响力、中法合拍的模式优势及其宣传营销的技巧所进行的研究,可以总结出少数民族题材电影市场突围的三个关键点:一是少数民族电影的源故事需为大众所知晓,具有"深入民心"的魅力;二是电影讲述民族故事的时候要有"胸怀世界"的情怀,强化故事,强化对人性对哲理的思索;三是少数民族题材电影的宣传营销须被重视,拓展"广收并蓄"的融资渠道募集资金用于影片拍摄和宣传营销,应在国内外市场上进行"精准到位"的宣传营销。The film Wolf Totem, jointly produced by China and France in 2015 and with an ethnic minority subject matter, was well recognized by the audience. It sets up a typical model for the market breakthrough of Chinese ethnic minority films, in terms of creative vision, financing, marketing, etc. After an analysis of the influence of the original novel Wolf Totem, the mode of France - China co - production, and the market- ing techniques, we have summed up three lessons from the film for the market breakthrough of ethnic minori- ty films： 1 ） the story of ethnic minority film should be well - known to the masses ; 2） the film should have a world vision and be able to manifest humanity and philosophical thinking; 3） to attract investment from very possible sources in producing the film and have accurate and sufficient publicity and marketing both at home and abroad.

关 键 词：少数民族电影 狼图腾 畅销文本 中外合拍 宣传营销 

分 类 号：J943[艺术—电影电视艺术]