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以网络为代表的新媒体为影视提供一片更具发展潜力的沃土,同时随着公益广告逐渐向叙事性方向发展,很多优秀作品获得了电影观众的广泛肯定和好评并取得了积极的社会意义。广告的故事性与强大的新媒体相结合,公益电影形成和发展的内外条件逐渐成熟。2014年华谊兄弟出品的第一部院线公益电影《有一天》上映,成为国内公益电影发展的一个标志。但从迄今国内公益电影的水平和影响力来看,传统电影与放映方式在公益电影品牌树立的影响上仍有很多亟待解决的阻碍性问题,同时其在新媒体平台上发展的优势应得到更多的关注。
New media represented by the Internet provide a more fertile ground for film and television development. At the same time, as public service advertisements gradually develop towards narrative directions, many outstanding works have been widely affirmed and praised by moviegoers and have achieved positive social significance. The story of advertising and powerful combination of new media, public welfare film formation and development of internal and external conditions gradually mature. In 2014, the first cinema public welfare movie produced by Huayi Brothers was released one day and became a symbol of the development of public welfare movie in China. However, judging from the level and influence of domestic public welfare movie so far, there are still many obstructive problems to be solved on the influence of traditional film and screening on the establishment of public welfare movie brands. At the same time, their advantages in developing new media platforms should be more More attention.