中国影视产业发展报告（2022）
| 书 名： |
中国影视产业发展报告（2022） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF CHINA’S FILM AND TELEVISION INDUSTRY （2022）
|
| 作 者： |
司若 陈鹏 陈锐 宋欣欣 |
| I S B N： |
978-7-5228-0420-0 |
| 丛 书 名： |
影视蓝皮书
订阅
|
| 关 键 词： |
影视产业 中国电影产业 中国电视剧产业 影视营销 影视传播 |
| 出版日期： |
2022-10-01 |
中文摘要
2021年，新冠肺炎疫情的全球传播仍在持续，百年变局及全球政治经济形势的频繁更新给影视产业带来深刻而持久的变化。2021年，巩固拓展脱贫攻坚成果、迎接北京冬奥会、庆祝中国共产党成立100周年这些重要历史节点交汇，影视创作的宏观表达与微观议题置入新主流化框架下，寻求主流价值与主流市场的合流。国家文化监管部门在泛娱乐领域的综合治理成效显著。2021年年度关键词——流量至上、饭圈文化、天价片酬、阴阳合同、娘炮文化，成为影视产业管理实践的焦点问题，并重塑了影视产业生态。影视创制规模持续提质减量，影视投融资力量理性介入，新影视企业的崛起带来新生产要素，影视衍生品强化IP价值和版权价值的双重增值。疫情防控利好的社会环境下，国产电影票房规模和增长速度稳定增长，票房总量连续两年居于全球首位。新主旋律电影大片最大限度平衡了主流思想与大众共情，类型电影的丰富度和多样性进一步敞开，打破常规创作范式的新生影片也给电影市场的发展带来更多可能性。电视剧秉承高质量发展策略，现实题材剧贴近现实、关注平民叙事，既呈现现实真实样态也不拘泥于生活表象，确立温暖现实为主基调，构成新时代向上向善的审美慰藉和文化景观。类型剧多题并蓄视角扩容，题材向上、触点下沉，开拓类型叙事的全新审美空间，引发观众广泛反响。严肃文学改编剧集成为年度现象级大剧并引发隔代观剧的社会现象，构建了高收视率、高话题度和高影响力的多重效应。选秀类节目的全面叫停推动了综艺节目内容品类的开拓创新。媒介环境重塑的境况下，综艺产业展开多屏共振的融合探索，形态新颖、品质精良的综艺节目多元涌现。影视纪录片采取主流化+年轻态的文本格调，吐故纳新且蓬勃发展，不断凸显价值张力。
观览全年，影视产业的优化历程仍在坚守，政策法规、资源环境、市场产业等方面综合条件阶梯式积累，充分保障了影视工业化体系的集体优化，为高质量发展奠定了更坚实基础。同时，由于宏观经济形势、政策适配变化、大众文化需求转变、社会舆论压力等因素的影响，特别是新冠肺炎疫情的全球流行仍然是经济文化发展的首要挑战，影视行业未来的发展还面临着诸多不确定性和不可控因素，需要我们总结并尊重影视传媒发展规律，认真做好分析研判。
本书立足中国影视行业生态体系，通过镜鉴2021年中国影视行业发展全貌，逐一分析电影、电视剧、电视综艺、纪录片等各分支市场中的产业、内容、受众、舆情、口碑变化和市场表现，揭示其中的发展规律，预测未来走势。本书还精选了2021年的经典案例进行个案分析，力争做到借微观展现全局，以个体折射整体，在对案例的剖析中分析受众需求、市场变化、政策影响，为未来的影视内容创作提供充分依据。
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