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《战狼2》预告片纷争 促使中国电影市场进一步规范

2017-09-04 07:21:03   中国经济网

《战狼2》预告片引发的利益纠葛,源于目前中国电影市场贴片广告权益归属模糊。中国电影发行放映协会和中国电影制片人协会在2011年9月26日联合发布的《电影贴片广告、映前广告自律规则》,将5分钟贴片广告权益划给片方、发行方。但2011年11月29日,广电总局电影局又制定《关于促进电影制片发行放映协调发展的指导意见》(以下简称“《指导意见》”),其中一条是“待制片发行放映利益调整到合理水平后,电影院广告放映经营权逐步回归到电影院,制片方不再经营贴片广告。”

广电总局政策引导,要让贴片广告权益回归影院。但前提条件是“待制片发行放映利益调整到合理水平”,然而《指导意见》并没有对此有清晰的时间界定,也没有关于“合理水平”具体的判定标准。《指导意见》于2012年5月11日发布,至今已五年多,中国电影银幕数在2016年底成为全球第一,制片发行放映利益是否已调整到合理水平,仍无明确界定。这直接导致了片方、发行方与影院方在贴片广告权益上暗中博弈,当市场上出现罕见的“爆款”电影《战狼2》时,围绕贴片广告产生的利益争锋随之爆发。

从诸位电影行业资深人士的说法看,这一“公说公有理,婆说婆有理”的事情还找不到断案的“法官”。北京炜衡(成都)律师事务所王体律师在接受每经影视(微信号:meijingyingshi)记者采访时表示:“行业自律规范,是对行业从业人员的参考,不是相关法律法规,在法律上没有强制力。出现违规,只能向行业协会投诉,由行业协会协调。”他同时表示,“广电总局电影局的《指导意见》是对自律规则的补充。”

由此可见,贴片广告权益归属仍处于法律上的空白地带。不过,2017年3月1日,中国电影行业的第一部法律《电影产业促进法》已正式实施,其对电影创作摄制、发行放映,电影产业支持保障,以及法律责任作出了相关规定。对放映广告,《电影产业促进法》第三十二条规定,“国家鼓励电影院在向观众明示的电影开始放映时间之前放映公益广告。电影院在向观众明示的电影开始放映时间之后至电影放映结束前,不得放映广告。”但《电影产业促进法》并未对贴片广告权益进行法律界定。

不过《电影产业促进法》是促进市场规范的框架性法律,随着中国电影市场不断发展,仍需要更多相关配套的法律措施,让电影市场的各个重要环节都能有法可依。因此,《战狼2》预告片爆发的纷争,或是积极的信号,能促使中国电影市场进一步规范,并执行、监督到位,构建统一化、规范化、专业化的中国电影市场体系。

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