An Analysis of the Commercialization of Chinese Main Theme Movies

摘要：目前国内的主旋律电影正在蓬勃发展，并在最初的低估期存活下来。随着中国电影政策的进一步宽松和市场产业化的加速，国内主流电影借鉴了商业电影的成功模式。更重要的是，这些电影不仅带动了国内电影走出好评如潮，上座低迷的处境，还在国内电影票房占据了很高的份额。此外这类电影逐步引入外国市场，有些甚至能够冲击国外本土电影票房。2009年，国产主旋律电影已经成为了电影票房的中坚力量。本文探讨了国产主题电影的成功商业化战略以及中国电影目前市场环境下《建国大业》的成功模式。

关键词：国产主旋律电影，电影营销，营销策略

Abstract: The current domestic main-theme movie is booming, and it survived the initial period of underestimation. With the further liberalization of Chinese movie policy and the acceleration of the industrialization of the market, domestic main theme movies have borrowed from the successful modes of commercial movies. More importantly, they not only led domestic movies coming out of the embarrassing situation of “being applauded” but also occupied the domestic movie market and the box office share. They also actively explored overseas markets and participates in the competition of the international mainstream movie market. In 2009, it has become the dominant force in domestic movie box office. This article discusses the successful commercialization strategy of domestically produced main theme movies and the successful model of The Founding of a Republic in the current market environment of Chinese movies.

Key words: domestic main theme movie, movie marketing, marketing strategy