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        國產影視精品“出海”闖市場

        國產影視精品“出海”闖市場

        中國文化傳媒網 2018-09-15 17:58
        0

        國產高品質古裝劇登陸全球知名網劇平臺,不僅意味著中國影視逐漸獲得了國際認可,更彰顯了我國影視行業逐漸走上高質量發展道路。隨著我國文化軟實力不斷提升,國產影視劇成為中國優秀傳統文化“走出去”的重要窗口。未來,國產影視劇要堅持精品化策略、“出海”闖市場,在做大做強行業的同時,將我國的優秀文化帶到世界各地——

        近日,全球知名互聯網娛樂平臺Netflix宣布用“Netflix Original Series”方式預購70集中國高品質古裝劇《天盛長歌》,并計劃將其翻譯成10余種語言,9月14日起向Netflix全球190多個國家和地區的1.3億多用戶提供播出。這是中國影視行業“走出去”的又一重要事件。

        近年來,隨著中國文化軟實力的提升,影視行業快速發展,迎來自身發展的黃金期,越來越多反映時代新風貌和中國優秀傳統文化的國產電視劇走出國門并取得了全球平臺的認可。

        從《媳婦的美好時代》在非洲熱播到《失戀33天》《老有所依》等被作為國禮贈送給外國政要,繼而《三生三世十里桃花》入選戛納電視節“全球最受歡迎電視劇”TOP50,再到此次《天盛長歌》被Netflix迅速預購,中國影視憑借實力得到全球觀眾的認可,也逐步成為中國文化“走出去”的重要角色。

        統計數據顯示,近年我國電視劇生產總量為每年400部至500部,出口總量維持在每年250部至350部,超過一半的電視劇出口海外。2016年中國電視劇出口總額比2015年增長了三分之一;2017年中國生產電視劇數量13470集,國產電視劇出口額超過了8500萬美元。“出海”的國產劇體量在不斷增長。更多類型多元、制作精良、反映新時代精神的高質量影視作品成功“出海”,“走出去”步伐明顯提速。

        全球影視市場近年來緣何刮起“中國風”?華策影視相關負責人告訴經濟日報記者,答案離不開精品化策略,有品質才有市場。同時,經過海內外觀眾和市場的洗禮,中國影視行業不斷積累和沉淀,并將眼光放在了精品化策略上,這推動了中國優秀影視劇質量不斷提升,精品不斷涌現。不同類型的精品電視劇,向世界講述了不同年代的中國故事、傳遞歷史悠久的中國文化。

        據了解,《天盛長歌》得到Netflix的青睞,其重要原因就是該劇在調動觀眾關注中國古典美學的同時,傳遞中華文化中仁愛忠義、大愛無私的精神內涵。

        中國傳媒大學傳播研究院非洲傳媒研究中心主任張艷秋教授表示,在國際化潮流中,中國影視要更好擔當起新時代的文化形象大使,從一開始就必須具備“影視出海”的意識。她表示,影視劇商業化“走出去”的路子值得推廣。也正是因為越來越多的影視企業開始重視海外市場,抱團出海,這也讓中國風刮得越來越勁道。

        早在2017年12月份,中國電視劇領軍企業華策影視便聯合華誼兄弟、愛奇藝、京都世紀、大唐輝煌等10家中國影視文化龍頭企業共同成立中國電視劇(網絡劇)出口聯盟,集結優秀電視劇作品和力量,迅速形成聚合和增量效應,助力國內影視行業邁入“抱團出海”、合力突圍的新階段。

        不可否認的是,歐美影視工業有著成熟的經驗、科學的模型、全新的技術、大數據分析系統以及全球化發行網絡等。中國影視行業在推動中國文化“走出去”的時候,應虛心學習,同時還要學為己用,作出最好的影視作品,在此基礎上使用頂尖的全球發行網絡,把中國影視作品推廣發行出去。

        作為傳遞中華文化的重要渠道,中國影視行業首先應當對中華文化充分自信,講好自己的故事。如此,中國的影視作品才能夠真正地“走出去”“走得遠”,并最終實現讓優秀的文化和商業模式在中國生根發芽,最終將我國培養成為世界影視產業的發動機。

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