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主旋律电影是我国所特有的电影类型,担负着传播国家艺术形态和社会主流价值观念的重任。优秀的主旋律影片再现革命历史,弘扬民族精神,唤起人们对于真善美的追求。然而,自从上世纪90年代中后期引进美国分帐大片以来,如今的年轻观众,早已习惯通过多种途径观看全世界最新的电影。特别是实施院线制,打破由中影公司“统购统销”按行政区域四级发行营销模式,所生产的影片直接面向市场以来,传统的主旋律电影创作生产营销模式遇到了难进城市主流院线市场、排映场次少、放映空间不足,票房收入不高等新问题。
The main theme of the film is a unique type of movie in China, responsible for the dissemination of national art forms and values of the mainstream social responsibility. Outstanding theme films reproduce the history of the revolution, carry forward the national spirit, arouse people’s pursuit of truth, goodness and beauty. However, since the introduction of the United States offsets in the late mid-1990s, young audiences today are accustomed to seeing the world’s most recent films in various ways. In particular, the implementation of the cinema system, breaking the “C & C ” according to the administrative region issued four marketing model, the film produced directly to the market, the traditional theme of film production and marketing model encountered difficulties encountered in the mainstream city of the hospital Line market, screening less screenings, screening space is insufficient, the box office income is not high and other new issues.