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新媒体环境下微电影的生存和发展得益于网络激烈的竞争、网民的诉求以及广告主对新阵地的进军,微电影这一新兴的文化存在形式相对于传统的媒介有其自身的优势:低门槛,短周期,易发行以及互动、开放、自由的创作环境,为更多有志于电影创作的人提供了表达和成就自我的机会。但是微电影不具备电视剧的播出时长优势,也不具备电影的封闭观影环境,又面临着如何平衡电影与广告关系的难题。
The survival and development of microfilm in the new media environment Benefiting from the fierce competition in the network, the appeal of Internet users and the march of advertisers to new positions, the emerging form of cultural existence of microfilm has its own advantages over traditional media: Low thresholds, short cycles, easy circulation, and an interactive, open and free-to-air creative environment provide more opportunities for those who are interested in filmmaking to express themselves and self-fulfill themselves. However, the micro-movie does not have the advantage of the broadcast time of the TV series, nor does it have the closed-movie environment of the movie, but also faces the problem of how to balance the relationship between the film and the advertisement.