标签： 杭州西湖阁

Network Ethics and Game Culture Branch held a game in Shanghai to become a ＂new position＂ for the inheritance of traditional culture.

　　China Youth Network Shanghaisevenmoon28Nidian(Reporter Fan Huiqin, Xu Yizhen, correspondent Sun Jiaoshu) On July 27th, the 15th ChinaJoy Network Ethics and Game Culture Branch was held in Shanghai. As an important branch of the 15th China International Digital Interactive Entertainment Exhibition (ChinaJoy), the theme of this conference is "Game Development and Online Inheritance of Chinese Excellent Culture", aiming at implementing the "Opinions on Implementing the Inheritance and Development Project of Chinese Excellent Traditional Culture", promoting the implementation of the "China Good Netizen" project in the field of online games, creating a healthy and harmonious network ethics and game culture, realizing the creative transformation and innovative development of Chinese excellent traditional culture, and promoting the construction of online spiritual homes.

　　The conference was guided by the Network Social Work Bureau of the Central Network Information Office, co-sponsored by the Central Network Film and Television Center of the Communist Youth League, China Culture and Entertainment Industry Association and China Culture Network Communication Research Association, and hosted by Zhongqing Video, Mobile TV and China Youth Network. Relevant persons in charge of the Network Social Work Bureau of the Central Network Information Office, cultural experts and scholars, and representatives of game companies gave wonderful speeches and in-depth discussions on the core theme of "game development and online inheritance of Chinese excellent traditional culture", and put forward views and suggestions with great reference value.

　　(A) representatives of game enterprises: actively spread the excellent traditional Chinese culture with games as the carrier.

　　Ji Zefeng, vice president of Tencent Interactive Entertainment Group and Tianmei Studio Group, believes that the popular online games are one of the entertainment forms that teenagers love to see and hear, and can be used as an entry point for learning history and culture. For example, Li Shuai, a teaching teacher in Luoyang, Henan Province, used the derivative program "History of Kings" of the the glory of the king game to inspire students in the history class. This innovative teaching method that keeps pace with the times can achieve better teaching results, and also brings beneficial enlightenment to game companies and cultural educators. Games are endowed with certain social responsibilities because of their broad mass base and large market scale. At the same time, they also bear the advantages of "participation, interactivity, emotional resonance and motivation for learning", so games can stimulate the vitality of traditional culture in an innovative way. At the same time, Ji Zefeng also took the glory of the king, which has attracted much attention and heated discussion, as an example to explain how to implant excellent traditional cultural elements into the game, and then build a game worldview that integrates Chinese virtues and humanistic spirit.

　　Wu Xinxin, general manager of Netease Game Market, thinks that game enterprises should adhere to the spirit of "keeping, breaking and leaving" of craftsmen, make breakthroughs on inheritance, innovate on breakthrough, and continue the cultural essence in the game from the perspective of "cultural inheritance and innovation in the digital age". One of the important reasons why Netease games can continuously refresh the game industry’s perception of product life is to use the explosive IP of traditional culture to recreate traditional classics.

　　Edie, vice president of global brand and strategic cooperation of Perfect World, believes that Chinese culture is welcoming the opportunity of global communication, traditional cultural heritage can achieve China’s cultural self-confidence, and cultural self-confidence can help China’s culture go out to sea, and online games play a vital role as a communication carrier in the process of cultural exchange. Online games can break through geographical restrictions and truly realize communication without time difference. "Quality innovation, localization integration, open interaction, global integration and transcendence development" is the global communication strategy of the game industry at present and in the future.

　　Huang Wei, vice president of Sohu Changyou, analyzed the current situation of traditional culture in the game industry with the game "Eight Dragons". Martial arts culture is one of the important contents of Chinese traditional culture exported overseas, and the most representative martial arts novels of Jin Yong are one of them. In the game works adapted from the classic martial arts novels, China’s traditional poems and songs, supplemented by calligraphy, set off the ancient artistic conception, which can effectively promote and spread Chinese traditional culture.

　　(2) Representatives of experts and scholars: The combination of games and education calls for the development of "China style" online games.

　　Liu Zhejun, associate professor, master tutor and assistant dean of Tongji University, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　In addition to bringing happiness to everyone, game technology has also played an increasingly important role in higher education. Liu Zhejun, an associate professor at Tongji University’s College of Art and Media, combined with his own teaching experience and research results, expounded the mode and prospect of cooperative development between higher education and game industry: on the one hand, colleges and universities cultivate talents for the game industry; On the other hand, games are intervening and changing the educational model of colleges and universities. In addition, game technology has shown exciting and infinite potential in interdisciplinary research, and traditional culture will glow with vigorous vitality in the organic integration of the two.

　　Ming Zongfeng, Executive Deputy Secretary-General of China Youth green grid Construction Communication Alliance, delivered a keynote speech. China Youth Network reporter Fan Huiqin photo

　　Ming Zongfeng, Executive Deputy Secretary-General of China Youth green grid Construction Communication Alliance, introduced the gamification education incentive system, which takes the concept of cultivating education and information technology as a means to highlight the process and realism of gamification education incentive, so that students can arouse their interest in learning, develop their personality potential and form good behavior habits and study habits in this process, which will be beneficial to the communication needs of Chinese excellent traditional culture.

　　Jiang Guangxue, director of Peking University Youth Research Center and special researcher of National Network Information Office, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　The influence of online game industry on teenagers’ culture, education, entertainment and aesthetics can not be ignored. Jiang Guangxue, director of Peking University Youth Research Center and special researcher of the National Network Information Office, emphasized the educational and aesthetic functions of games in the process of cultural inheritance. He believes that the combination of online games and traditional culture should "respect the truth of history, respect the goodness of culture and build the beauty of games".

　　Tian Shu, deputy secretary general of China Online Game Guild Alliance, founder of CGG China Guild and president of KOK Guild, gave a keynote speech. China Youth Network reporter Fan Huiqin photo

　　For a long time in the past, most of the game types or themes that domestic gamers came into contact with were mainly western mainstream cultural backgrounds. At present, there is no shortage of game products with Chinese traditional cultural elements, but these games have not got rid of the western game mode of doing tasks, fighting monsters, upgrading, strengthening equipment and downloading copies indefinitely. Tianshu, deputy secretary-general of China Online Game Guild Alliance, founder of CGG China Guild Club and president of KOK Guild, believes that the world outlook, infrastructure and charging mode of games should truly conform to traditional culture, and should not only pursue external forms, but also highlight the personalized characteristics and symbols of game culture. Tianshu calls on game companies to develop and launch online games with "China style" based on games, so that teenagers can understand and inherit the splendid Chinese history and culture through games and grow into pillars of the country in the future.

　　(3) Representatives of government departments attending the meeting: integrate China wisdom, inherit Chinese culture and carry forward the spirit of China.

　　As of December 2016, the number of netizens in China reached 731 million, and the Internet penetration rate reached 53.2%. With the popularity of the Internet, online culture plays an increasingly important role in the daily life of netizens. As an important part of online culture, online games cover two-thirds of netizens and are deeply loved by the majority of players and netizens. The Central Network Information Office has always attached great importance to the healthy development of online games. At the beginning of 2016, it launched the project of striving to be a good netizen in China, aiming at promoting the socialist core values, cultivating and bringing up a new generation of good netizens in China, and actively promoting the dissemination of China’s concept of good netizens in online games and other online cultural fields, and successively guiding the activities such as the exhibition of positive energy deeds of the president of the "Qingye Cup" online game association and the training of online culture. Zhang Guangyao, director of the Network Social Work Bureau of the Central Network Information Office, said that online games play an important role in the construction of network culture and are also an effective carrier for inheriting and carrying forward Chinese excellent culture. And put forward four suggestions. First, consciously spread the concept of China’s good netizens in the field of online games, strengthen the recognition of cultural self-confidence of netizens, especially young netizens, and cultivate and bring up a new generation of good netizens in China; The second is to further popularize network literacy education, and guide the majority of gamers, especially teenagers, to form a civilized and healthy online lifestyle and a network behavior norm of respecting morality and being kind; Third, further strengthen the social responsibility of online game enterprises, and insist on paying equal attention to economic and social benefits.Set an example in fulfilling social responsibilities and strengthening youth’s online protection, promote the healthy development of online game industry, and make important contributions to the construction of network culture with China characteristics; Fourth, we should further use online games to inherit Chinese excellent traditional culture and actively explore its treasures. On the one hand, we should attract netizens to pay attention to, understand, love and inherit traditional culture; on the other hand, we should make good use of the Internet platform to strengthen cultural exchanges between China and foreign countries and promote Chinese culture to "go global".

　　Jin Haifeng, Vice President and Secretary-General of China Cultural Network Communication Research Association and Dean of Network State College of Changchun University, delivered a keynote speech. China Youth Network reporter Fan Huiqin photo

　　Facing the vast ocean of network information, every netizen has the responsibility and mission to promote truth, goodness and beauty, socialist core values and the positive energy of social civilization to more people in the position of online public opinion. Jin Haifeng, vice-president and secretary-general of China Culture Network Communication Research Association and dean of Network State College of Changchun University, mentioned in his speech that spreading Chinese excellent traditional culture to teenagers in a simple and enjoyable way through the Internet and games is one of the ways to practice "positive energy of network communication".

　　The Opinions on Implementing the Inheritance and Development Project of Chinese Excellent Traditional Culture points out that "culture is the blood of the nation and the spiritual home of the people. Cultural self-confidence is a more basic, deeper and more lasting force. " Kong Ming, Secretary-General of China Culture and Entertainment Industry Association, pointed out that in the development, production, operation and promotion of games, game enterprises should integrate China’s wisdom, promote China’s culture, spread China’s value, lead the positive energy of the network with Chinese excellent traditional culture, and create a clear and rich space for online entertainment and cultural communication.

Cannes films will be sold online! What are the advantages and disadvantages of online market？

In this report, we try to answer these questions:

1. How is the Cannes Film Market held this year?

2. Can the online movie market accommodate all the transactions during the film festival?

3. Can film producers buy this year’s competition films online?

4. What is the impact of online market on movie trading?

5. What else can Cannes film market do besides trading?


Special feature of 1905 film network What to do in Cannes this year should be the topic that fans are most concerned about during this period. May every year not only means how more than 100 films will meet the audience, but also means that those films will become the focus of discussion by the audience in the coming year, and what kind of films will be displayed at major film festivals.

　

Cannes Film Festival not only provides a few months’ talk for fans, but more importantly, it is one of the largest film markets in the world. In May, together with directors, actors, producers and the media, there were also representatives of film companies, agents, distributors, film foundations and other people in the industry from all over the world.

　

The market set a record in 2019　How to face difficulties in 2020?


2019 is the 60th anniversary of the Cannes Film Festival film market, which has welcomed more than 12,000 participants in an unprecedented way. This year, when the selection of three parallel units was cancelled and the date of the official screening unit was ambiguous, the future of the film market and the screening markets in many countries behind it became a topic of more concern to the industry.

　

Now, the film market has decided to hold it online this year. In its official statement, this year’s online film market will fully simulate every function offline, from the agent booth to the film agency exhibition hall; From online video conferencing to online watching movies; There will even be online forums.



But at the moment, will the online movie market still maintain the vitality of offline every year?

　

"In our platform, the film market accounts for about 10%." David, a reporter from a film media who has reported the Cannes Film Festival for many years, said, "This year, I don’t think the impact will be great, and maybe there will be a lot of transactions."

　

The person in charge of the film market said that 80% of the publishers they consulted were willing to try the online market; 66% still have the ability to buy films including films, post-production and script creation.

　

The person in charge stressed that this year’s online film market will provide an efficient and cutting-edge platform for film screening, trading and financing. The online movie market has been scheduled for May 22nd for a week.

　

Online movie market　Can you replace the seaside luxury hotel?


Walk into the movie palace and go down the stairs directly to the basement. These hundreds of planes and the two floors above them are the movie market in Cannes. Film companies and agents from various countries distribute thousands of film copyrights to all parts of the world here.


　

But among other movie people, there is an invisible "market" in Cannes, which is located in hotels lined up by the sea. Larger film companies often negotiate cooperation here. Someone from a film company once said: "The films in the movie palace market are basically films that no one wants after the copyright is robbed."

　

When the film market appears online this year, will there be "two markets"?

　

"I don’t quite agree with this statement." Li Yihua, the person in charge of Nianhua outside the window, said. In recent years, she has bought the China rights of many films in Cannes and other film festivals. "The so-called hotel is the second market, which may be a relatively large company and needs more freedom. I think the difference between talking about business and not talking about business is not so big, but the conditions and timing of negotiation. "

　

Li Yihua believes that the film market of the Film Palace actually plays an important role for sales companies to develop new customers and buyers. This is also the necessity of the existence of the official film market in Cannes.


But this year, the market turned online, and she felt that it might not be so friendly to new buyers. When selling films, sales companies may have concerns in the face of buyers they have never met.

　

In the Cannes film market transactions in the past few years, even many familiar companies talked about their cooperation intentions long in advance in order to improve the efficiency and success rate of the transactions during Cannes. Li Yihua mentioned that for new buyers, online film festivals may also bring difficulties. Not knowing the sales company and not meeting in advance will reduce the success rate of the transaction.


Advantages and disadvantages of online market　Can a film dealer buy a competition film?


The official statement of the film market of Cannes Film Festival seems to be a reassurance to film practitioners. Perhaps the only worry is what kind of films can be bought this year.

　

Recalling the experience of buying films, an industry insider who went to Cannes Film Festival all the year round revealed that every time, he had to sit down at the booth of the Film Palace market, listen to the seller’s introduction, and then spend two or three minutes watching a film. If a company has 10 films, it may take 30 to 40 minutes to watch it, and then he can start to talk about conditions, and basically he will not decide whether to buy a film immediately. Actually, it’s a waste of time



This year’s film festival was held online. In the eyes of this industry, it actually saved a lot of time for purchase and negotiation. "The same work can be done online, and there are written materials in advance, which can make better decisions. If there is a link to the demo, everyone in the company can watch it. More flexible. "

　

Li Yihua, who buys copyright for her company at major film festivals every year, agrees with this view. She said that she has to fly to four or five film festivals every year to hold meetings, watch films and sort out materials in a few days. The time is particularly tight: "If you are online, the time on the road and the time difference will be omitted. It will be more efficient for everyone to watch films directly."

　

Li Yihua told us that at this year’s Berlin Film Festival, she chose to watch the film online at home and then make a decision to buy the film: "Some foreign companies anticipated this problem and sent us the link when they showed it in Berlin. I watched a lot of competition films, and the last film I bought won this year’s Golden Bear. "

　

David, a film journalist, is generally optimistic about the online market this year. He thinks that in this year’s environment, the copyright transaction volume of online broadcasting may reach a new high. But at the same time, he is worried that because the market is held before the film festival, filmmakers may not be able to buy any "explosive" movies.



"The online market will not have much impact on procurement." Li Yihua said, "But if there is no nomination, or a stunt like a competition unit, I think it will be very difficult to buy a film." She mentioned that more than 100 films in the official and parallel units of Cannes will be concerned by the domestic media because of the name of "Cannes", but this year’s changes will make her more cautious in buying films.

　

The online transaction is solved.　Where is the offline activity going?


"The film market is a more specific, practical and functional trading platform extended by the film festival. It will include market screening, forum activities and so on, and its diversity and inclusiveness are also very important." According to Liu Lei, the operation director of China Film Foundation’s Wu Tianming Youth Film Special Fund, this is a very important part of the offline activities of Cannes Film Festival.

　

Liu Lei mentioned that the world filmmakers attracted by Cannes Film Festival will help young filmmakers understand the necessary practical skills such as film promotion skills, joint production, international finance, market strategy, market distribution and international sales.

　

Therefore, for filmmakers, the film market is a platform for buying and selling film copyrights. But at the same time, the establishment of this market is also helping young people in the industrial chain to stand on the international stage faster.

　

Liu Lei gave us an example: Xiao Gancao, our producer, was greatly encouraged after he came to Cannes. Before that, he never thought that famous actors could be used in this project, but after returning to China, he found Duan Long, and after many conversations, he "knocked him down" and became the star of the film.


When the movie market moves online, what will happen to these projects and forums outside the copyright?


Liu Lei did not disclose whether there will be relevant arrangements for this year’s Wu Tianming Youth Film Special Fund. But he said: "Some of the things that the Foundation can do is to help filmmakers in need to answer their doubts. Of course, switching to online also represents a lot of workload for Cannes film market staff. If there is anything we can do, we are also willing to contribute. "


Whether it is the Cannes Film Festival or the international film festivals in Beijing and Shanghai, for them, the work is not only a screening, but also an important part of the global or regional film industry system. The film market turnover of Beijing International Film Festival is increasing year by year; The venture capital unit of Shanghai International Film Festival has become a climate. At this time, it is even more necessary for filmmakers to support each other and make the film industry develop continuously in a new form.


　

In the interview, Liu Lei said: "Under such a global crisis, we can use this time to reflect on the future development of the film, the film itself, its commercialization, cultural attributes and so on. The film has never stopped for more than 120 years, everything will pass, and we will eventually get back on the road. "