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2010年电影频道推出的《镖行天下前传系列》,突破了续写作品“狗尾续貂”的艺术创造和商业回报的双重魔咒,书写了电视电影品牌化过程中的一次传奇。本文认为,善于在商业规则和艺术创造之间寻找平衡,以不断的创新能力来超越作为商业类型片的武侠片所固有的叙事桎梏,正是他们品牌化策略的法宝。文章从叙事模式、主题深化、视觉风格等三方面探讨了这部作品的具体策略。
The movie “Dartboard World Prequel Series” launched by the 2010 movie channel broke through the double curse of creating works and commercial returns for the continued writing “Dogtail Fables” and wrote a legend in the process of brand filming. This article argues that it is the magic weapon of their branding strategy that they are good at finding a balance between business rules and art creation and constantly innovating beyond the inherent narrative fiction of martial arts films as commercial genres. The article discusses the specific strategies of this work from three aspects: narrative mode, theme deepening and visual style.