微电影的现状与发展研究+文献综述
关键词：微电影；受众；制作成本
Micro-film and It Prospects
Abstract: Micro-films has leaded an update of the current atmosphere in movie domain and becomes very popular as a result of its three main features: shorter playing time, shorter period of produce and less cost compared with the traditional movies. This paper discusses the micro-films based on literature review and cases study. The description starts with the background story in three aspects: multi-site competition, the requirement of limited spare time from customers, intervention of the advertisers. Then the existing advantages and disadvantages of the micro-films is analyzed accordingly. The discussion shows that the advantages of the micro-films like freedom creative environment and lower cost to make are beneficial to its development. Furthermore, it also proposes a serious of development strategies for micro-films related to its contents quality, the intervention of the advertisers and limitation of the micro films, to help micro-films developing in a right way continuously for the future.
Keywords: micro-films; audience; production costs
摘 要 1
Abstract 1
一、微电影的概念 2
二、微电影产生的背景 2
（一）多网站平台竞争的推动 2
（二）受众碎片化时间的需求 3
（三）广告营销商介入的推动 3
三、微电影的现状分析 4
（一）微电影发展的优势 4
（二）微电影现存的缺陷 5
四、微电影的发展策略 6
（一）注重内容的文化品质 6
（二）把握广告介入的适度原则 7
（三）加强把关力度 7
参考文献 9
微电影的现状与发展研究
随着社会的发展和互联网的普及，人们希望能在短时间内获取更多的信息量，而“微”时代的出现，就在很大程度上满足了人们快速获取各种信息需求。在“微”时代中，微电影是继微博、微信、微小说流行的又一股“微”风，它作为一种新型的媒介产物出现在各种媒体中，颠覆了传统电影的固定模式，使电影艺术走出了影院，以更加方便、快捷的观看方式出现在人们的生活中，受到人们的追捧和喜欢。
一、微电影的概念
“微电影（Micro film），即微型电影，又称微影。微电影是指专门运用在各种新媒体平台上播放的、适合在移动状态和短时休闲状态下观看的、具有完整策划和系统制作体系支持的具有完整故事情节的‘微（超短）时’（30秒—300秒）放映、‘微（超短）周期制作（1—7天或数周）’和‘微（超小）规模投资（几千—数千/万元每部）’的视频（‘类’电影）短片，内容融合了幽默搞怪、时尚潮流、公益教育、商业定制等主题，可以单独成篇，也可系列成剧。”