China's film industry is still in its golden age. How can we move from digital to poetry?

Although the growth rate of film development in China has slowed down, movie audiences have not been lost and still exist in large numbers. Therefore, while China films achieve digital breakthroughs, they must improve rapidly in quality. They must reflect the cultural guidance of China films, the poetic feelings of China films, the sense of compassion of China films, and the responsibility of China films. This is the lifeblood of the development of China films today.

Original title: China Films: How to move from digital to poetry

"From 2003 to 2015, China films achieved a market growth rate of more than 35%, and a large number of works that combine ideological, artistic and ornamental qualities and reflect the modern quality of films have emerged." At the Sixth Shandong Cultural Industry Expo and Fair Film and Television Series Industrialization Development Forum, Zhang Hongsen, director of the Film Bureau of the State Administration of Press, Publication, Radio, Film and Television, said that since the industrialization reform of China films in 2003, China films have achieved full integration of industrialization, marketization and commercialization, and a series of reforms have been carried out. Over the past ten years, China films have achieved a series of breakthroughs in growth figures. While achieving these breakthroughs, they have also ushered in new development opportunities and turning points.

The growth figures have broken through, and China's film industry is still in its golden age.

"The construction of my country's cinema infrastructure is advancing by leaps and bounds. In 2003, there were less than 1800 movie screens in China, and it is expected to reach 40000 by the end of 2016; the Chinese film market was initially less than 1% of the North American film market. At the end of 2015, it grew to 65% of the North American film market; the annual production of Chinese films in the past has increased from less than 100 films to 686 films and a total box office of 44 billion yuan nationwide in 2015. All these are important results brought about by film reform." Zhang Hongsen said that the comprehensive flowering of the film and television industry has stimulated the whole society to pay attention to China films.

After high operation and high growth in 2015, the development of China's films in 2016 did not continue to maintain ultra-high development as predicted by the media and other walks of life. The slowdown in the growth rate of China films has caused concerns among some industry insiders. "Although China films did not maintain a super-high speed development in 2016, it slowed down at a medium-to-high speed speed. As of now, the growth rate of China's film market has still exceeded 12%. By the end of the year, I believe that the growth rate of China's film market will still remain at a double-digit development level." Zhang Hongsen believes that the figures show that this industry is still moving forward steadily and continuously.

Rao Shuguang, secretary-general of China Film Association and president of China Film and Television Critics Society, also expressed the same view: "Many people say that there has been an inflection point in the development of China films. I think this is an inflection point in the development speed of films, but it has created a new opportunity for improving film quality. China films have begun to shift from quantitative and scale growth to quality and efficiency growth. Quality growth will become a standard for the new landscape of China films. I believe that the period to come will still be the golden age of China films."

Using the spirit of craftsmanship to improve the quality and level of China films

Zhang Hongsen said that there are many reasons for the slowdown in the development of China films this year. One of the reasons is that the quality and level of films still cannot meet the growing spiritual and cultural needs and aesthetic expectations of the audience. "We must use the spirit of craftsmanship, the spirit of sharpening a sword for ten years, and the spirit of meticulous carving to improve the quality and level of China films."

"China films need craftsmanship spirit. Craftsman spirit should be a kind of excellence or a rigorous and serious creative attitude. During the script creation stage, you should be willing to invest in finding good screenwriters. At the same time, when choosing the subject matter of the script, we must also firmly grasp this point, make the script solid, and polish the good script repeatedly. Only when such a work has a high probability of success." said Jin Liang, general manager of Shandong Film and Television Media Group.

"The spirit of craftsmanship is a down-to-earth spirit. The spirit of craftsmanship will restore respect for the audience and allow the audience to enter the cinema not only this year, but also next year. The spirit of craftsmanship is to make this industry a sustainable industry and an old shop." Yin Hong, executive vice president of the School of Journalism and Communication at Tsinghua University, said that in the next ten years, the best pattern of China films should be an "olive-shaped" presentation, that is, most of them are mature and qualified products, with the best on one end and the worst on the other.

Forum guests agreed that although the growth rate of China film development slowed down, but the film audience did not lose, still exist in large numbers. Therefore, while China films achieve digital breakthroughs, they must improve rapidly in quality. They must reflect the cultural guidance of China films, the poetic feelings of China films, the sense of compassion of China films, and the responsibility of China films. This is the lifeblood of the development of China films today.

Only by advancing with the times can China films move towards the future

. In the ever-changing Internet era, the world film landscape is also undergoing tremendous changes. Everything is changing in the way movies are written, presented, and viewed. Whether they can adapt to this change determines whether China films can win the future. Therefore, keeping pace with the times is an important task facing China films.

"To keep pace with the times, we should first understand what new requirements modern industry and technology have put forward for modern films. Keeping pace with the times also means thinking about what unique advantages should the big screen show when a large amount of new media is presented to the audience in the context of the Internet?" Zhang Hongsen said that the reason why Hollywood films are strong is that the eternal concept of their industry cannot be changed and the modernity that keeps pace with the times is constantly enhanced. China films also need to continuously enhance their modern awareness on the basis of inheriting traditions.

"Keeping pace with the times also includes equipping world-class facilities and equipment and creating a first-class development environment." Wang Zhijun, chairman of Qingdao West Coast Development Group, said that Qingdao is a fellow in China's century-old film industry. Qingdao West Coast New District alone currently brings together major projects such as Oriental Film Capital, HP Global Big Data Industry Base, and International Digital Entertainment Port. The scale of the entire industrial cluster has reached 100 billion yuan.

The healthy development of China's films is inseparable from a tolerant and open cultural mind. Zhang Hongsen said that in recent years, more and more cross-border talents and new talents have emerged in China's film industry, and they should be given a tolerant look. Through market education, audience education, time and history education, these talents are likely to grow into miracles of China films.

"Numbers are the premise of poetry. Without numbers, there is no poetry." Yin Hong said that at the new stage of development, filmmakers must consciously regard films as an integral part of cultural construction. Not all movies must talk about lofty principles, but in entertainment, there must be values, such as correctly handling the relationship between freedom and equality, the relationship between justice and justice, and the relationship between love and sacrifice. If these spirits can be expressed poetically, they can not only create good film and television works, but also play a certain role in the progress of China civilization and the progress of China citizens. This is the direction that China films should pursue and strengthen.

Editor: yvette