* Translated by google *
《白日焰火》的成功，《归来》的票房，将陆续上映的《黄金时代》、《道士下山》及《香气》等电影无不暗示新文艺电影时代的到来。
"Daytime fireworks" success, "Return" at the box office, will gradually release of "golden age", "priests down" and "aroma" and other movies all implied arrival of a new era of art films.
新文艺=文艺+商业
New art = art + Business
近两年，随着观众的观影品位不断提升以及数位文艺导演进入创作新纪年的带动，文艺类型电影日益受到关注。今年4月，获得柏林电影节“金银双熊”的影片《白日焰火》票房成功破亿，更进一步开启了“新文艺电影时代”。其中便包括了张艺谋的文艺情感之作《归来》。但和之前作品不同的是，《归来》既凸显了影片本身的文艺情怀，也放大了商业元素，为“新文艺电影时代”做了很好注解。
The past two years, with the viewing audience and improve quality and digital art director into the drive to create new calendar, the literary genre film growing concern. In April this year, the Berlin Film Festival, "gold and silver double-Bear" movie "day fireworks" breaking 100 million box-office success, and further opened a "new era of art films." Which will include a theatrical emotion as Zhang Yimou's "Return." But before and work is different, "Return" only highlights the literary feelings the film itself, but also amplified the commercial elements of the "new era of art films" made a good comment.
随着市场的扩张，文艺电影已经跨入一个全新的时代——新文艺电影时代，摒弃了传统文艺电影的小众、自我的创作特点，而是更迎合当下观众的普遍认同，融合一定的文艺情怀及商业化的运作方式，从而让文艺片更能迎合市场口味。
With the expansion of markets, theatrical movies have entered a new era - a new theatrical film era, to abandon the traditional art film niche, self-creation features, but more generally agreed to meet the immediate audience, the integration of certain literary Feelings and commercialization of operation, so that art films better meet market tastes.
《香气》搭时代班车
"Aroma" ride shuttle era
在这股浓郁的文艺气息里，第31届香港电影金像奖最佳新晋导演奖得主曾翠珊执导并于今年3月份杀青的《香气》同样值得关注。
In stock and rich literary flavor, the 31st Hong Kong Film Awards Best New Director Award winner had Trishanne directed and crank up in March this year, "aroma" is also worthy of attention.
和电影《香气》的故事一样，制作团队极具文艺气息。被誉为香港新“文艺导演”代表的独立导演曾翠珊在影片拍摄过程中，融入了“第三感”创作，即除了视觉、听觉之外，还有可以带给人直达内心的“情绪立体感”。巧的是，电影原著小说的作者恰恰也是张艺谋的老搭档王斌，在小说甚至是剧本中，都揭示了其“文艺人”的本质。
And the movie "aroma" of the story, the production team of great dramas. Independent director known as Hong Kong's new "art director" who represented Trishanne the filming process, into a "third sense of" creation, which in addition to visual, auditory, and can give people direct "three-dimensional sense of inner emotions . " Coincidentally, the author of the original novel, the film is exactly what Bin Zhang Yimou's old partner, even in fiction screenplay, all reveals the nature of its "literary man".
At the same time, "aroma" making propaganda but in line with the operating mechanism of a very commercial film. Movie producer invested by China Guo Li Wenjun produced across Shanghai and Pusan viewfinder, although it is an artistic film but costly. While considering the box office, the cast won the Korean actor Park Shi Hoo and stylish Chen Ran and other great commercial value actor. Propaganda, the production team is not only the use of traditional print media to build brand and reputation, still achieve a comprehensive network of propaganda mode on the network,
In short, the "aroma" is lucky, whether it is production, theme or publicity, are exactly fit the needs of the "new theatrical movie era". Wen / Yang Qiu
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Source : xmwb.xinmin.cn, thank you!
Credit : parksihoobar.com, thank you!
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