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    2016年中国网络大电影发展报告

    摘要

    网络大电影在近些年发展势头迅猛。本报告首先介绍了网络大电影的概念、特征和发展状况,指出经历了快速成长期后,网络大电影已经在2016年进入了爆发式增长阶段。其次,本报告分别从市场、资金来源和平台三个方面描述了这个领域的发展情况,研究发现网络大电影上映数量已远超过院线电影,其盈利比例超过院线电影;优质平台独家发行成为主流模式,独播剧越来越被青睐;越来越多的众筹借第三方平台流入这个行业;合作流程趋于标准化。再次,报告对于网络大电影的内容类型以及相关方进行了年度分析,发现在制作公司方,不仅专门网络大电影制作机构正在兴起,一线电影公司也开始涉及这个领域;网络电影的观众以20~39岁居多,独家内容对用户更有吸引力;2016年的网络大电影,题材竞争激烈,喜剧、爱情、剧情类播放量最高,喜剧类最赚钱。最后,本研究评述了这个领域的现存问题,指出网络大电影“平台自审”的缺陷已经暴露,政府也已经收紧了政策管控,对此,精品化路线和差异化战略成为网络大电影未来的出路。

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    Abstract

    The report reviews Chinese online movie industry which has undergone rapid development in 2016. First of all,we give a snapshot of this field by introducing the main concept,features and development. After period of rapid growth,2016 witnesses exponential growth. Then,this report analyzes three different but highly related aspects of online movie in China,that is,its market,capital and platform. This report argues the number of online movie has surpassed that of traditional movie in,and the profit ratio of the former is higher than the latter. The exclusive distribution of quality platform has become the mainstream model. It is obviously clear that the exclusive play has enjoyed popularity. Capital flows into the market through more and more crow-funding platform. Standardized cooperation process are emerging and popular. Thirdly,we probe into the content,type and related stakeholders of online movie. The Results show that both the traditional giant film companies and new organizations have actively involved in this industry. The audience of online movie tend to be young people between 20-39 years old,and they prefer the exclusive play. Various types of online movie mushroomed in 2016,and the most watched types include comedy,love story and drama show. Among them,comedy movies have cleaned up the box office. Finally,we discuss the current challenges and future prospects of online movies. The government has tightened the control over the online movies since some questions began to arise with the self-review of platform. Following the strategy of excellence and differentiation,online movie in China will step into a new stage.

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    作者简介
    苗伟山:苗伟山,中国社会科学院新闻与传播研究所助理研究员,博士
    周逵:周逵,中国传媒大学新闻传播学部电视学院副教授
    朱鸿军:朱鸿军,中国社会科学院新闻与传播研究所副研究员。
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