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电影分众化:从看不到,到爱看什么看什么

2017-08-01 14:17:08   光明日报

砥砺奋进的五年·热词看变化

作者:李蕾、张童

每年北京、上海国际电影节的各种展映活动,都让观众看到很多以往商业院线看不到的经典电影和特色电影。但人们在大呼过瘾的同时总要问,我们平时想看这种影片该怎么办?这一点,北京大学的学生沈少感触颇深。作为电影发烧友,她不只喜欢商业大片的精彩刺激,更喜欢艺术片创新的镜头语言和纪录片深刻的思想内涵,但这种文艺热情却常常被非商业片在商业院线排片过少甚至无缘放映的现实泼了冷水。

导演陈刚曾坦言,一段时间以来,中国电影发行放映体系相对单一,主要以商业院线为主。绝大多数电影院为了获得经济效益最大化,其放映的影片大部分是有明星阵容、话题效应的商业片,难免产生同质化的问题。但观众的喜好五花八门,唯有献上“满汉全席”,才能满足不同人群的细分需求。供需不对称,就会出现人们想看的电影看不到,有的电影上映了又无人问津的尴尬局面。所以,建立差异化、分众化的放映体系势在必行。

虽然视频网站兴起让看电影更加便捷,但仍有相当多对电影艺术怀有敬畏之心的文艺爱好者喜欢那种在黑暗放映厅里才能获得的仪式感和幸福感。为了享受那种在大银幕下被光影沐浴、被立体声环绕的幸福时光,沈少课余时间没少往校外跑。据她介绍,北京专门的艺术影院很少,主要有以学术放映方式开展活动的中国电影资料馆和采取商业运营方式的北京当代MOMA百老汇电影中心,“星火”并未形成“燎原”之势。即便如此,北京的电影爱好者也已经算幸福的了,其他地方可能连一个放映艺术电影的影院都没有。

令人欣喜的是,这种观影难、选择少的难题近几年得到了改善。2016年10月,由中国电影资料馆联合6家单位共同发起组建的全国艺术电影放映联盟在长春成立。11月,联盟公布了100家艺术影厅布局和八大展映主题,首批征集的影厅分布在全国31个省区市的50余个城市。他们选片时突破了狭义上的艺术影片范畴,将视野更多地放在国际获奖新作、中外影史经典,以及具有某种艺术突破或高艺术品质的类型片上,在全国范围内掀起了一场电影热潮。沈少明显体会到了这件事给观影带来的便利。今年3月,联盟发行的第一部国产文艺片《八月》得到影院支持,排片多了不少,而且也不再局限于上午这样的非黄金时段,沈少一高兴看了5遍。

此外,一些将对百姓观影产生积极影响的举措和成绩,其效力还有待时间来慢慢发酵。比如2016年年底,影院建设领域传来捷报,全国银幕总数达40917块,赶超美国,位居世界第一,为电影放映分众化奠定了坚实的硬件基础。除了文艺院线,农村电影放映、校园院线,甚至盲人电影院、点播影院也在积极布局。今年5月,作为教育部和国家新闻出版广电总局共同推进的“全国校园电影院线”主体运营方,中教华影电影院线股份有限公司在京成立,力图用优秀国产影片滋养广大学生的心灵。种种迹象表明,从看不到,到给什么看什么,再到爱看什么看什么,政府部门与相关机构、企业联手,一步步稳扎稳打,正将电影放映分众化的梦想照进现实。

责任编辑:马丽丽 CL0938
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