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New Arts City has made many attempts in the field of commercial films, and has achieved miraculous success in the mainstream film market. "Best Partner", "Best Partner: The Queen's Secret", "True Colors of Heroes" (Film Studios/New Arts City) and "Eight Star Annunciation" have broken box office records in Hong Kong, creating a series of myths in the highly competitive film culture market. The success of New Arts City is no accident. Behind the myth it created is a set of self-contained market strategies that are in line with the trend of the times.

1. Topic Selection Strategy and Genre StrategyAfter the Hong Kong New Wave Film Movement, a series of major changes have taken place in the Southeast Asian film market, on which Hong Kong independent production companies depend: Singapore began to invest mainly in Hong Kong TV series, Thailand struggled Hong Kong films due to the impact of the world economic crisis and restrictions on import quotas, and the Vietnamese market was completely lost due to political reasons. As a result, Hong Kong's independent films have fallen into a trough, and films with strong artistry and ideology but weak commerciality have lost the soil for survival. Hong Kong films have entered a historical period of more commercialization and fierce market competition. In such a harsh ecological environment, one of the most important topic selection strategies adopted by New Arts City is to closely track the popular themes in the world film industry in order to ensure box office profits. From the release of the first 007 movie in 1962 to 1981, 12 007 movies have been produced and are popular all over the world. Since 1981, Xinyicheng has paroded 007 movies and launched the "Best Partner" series.

The adaptation and remake of a popular theme in the world film industry is not a simple move to Hong Kong. and then replace the characters in the film with Hong Kong people. Taking "Best Partner" as an example, the series did not stop at a simple imitation of 007 films, but rewrote it locally from the spiritual core. 007 The protagonist of the movie, James. Bond is a deified hero, but one of the protagonists of "Best Buddies" is a comical-looking bald guy. He speaks a foul dialect (in the version released in Hong Kong, he speaks Teochew; In the version released in Taiwan and other places, he speaks Shandong). He and the other protagonist, King Kong, are witty and slippery, but they are by no means brave and fearless heroes. Simply. "Best Partner" deconstructs the heroism, romanticism and elitism of 007 films with a philosophy of pragmatism, opportunism, utilitarianism and hedonism, showing the strong local cultural characteristics of Hong Kong, and initially showing the postmodernist tendency of Hong Kong films to subvert the authority of a period in this period. This tendency was reinforced in the films of Wang Jing and Stephen Chow, and became one of the prominent cultural characteristics of Hong Kong films around the 90s.

The "Best Partner" series was a huge success in the market. Subsequently, the localization adaptation and remake of popular themes and blockbuster films in the world film industry has become one of the common topic selection strategies of New Arts City. Take "Ah Lang's Story" as an example, the film was inspired by a Korean movie called "My Most Beloved Person". In the process of remaking, New Arts City paid special attention to the compatibility of the film with Hong Kong and even Asian audiences in terms of values and aesthetic tastes. This can be called an effective "take-it-or-leave-it" doctrine in Hong Kong films.

New Arts City not only implements the doctrine of taking the hot themes and blockbuster films in the current world film industry. He is also good at finding nourishment from the treasure trove of world cultural heritage. "The Age of Burlesque" learns about Chaplin's portrayal of characters and his artistic style. The script for Best Partners drew inspiration from Shakespeare's The Taming of the Shrew. "The Taming of the Shrew" tells the story of a man who tames a. "Best Partner" contains a plot line of a bald guy conquering a man's wife. "Pry the Foot of the Wall" is based on Molière's famous play "The School of the Wife". As for Mai Jia. He benefited greatly from Italian singles comedy.

In terms of film genres, New Arts City focuses on comedy and has made extensive, in-depth and diversified attempts in this field. Comedy has a long history in Hong Kong. Back in the 50s of the last century. Phoenix Pictures has shot a number of urban comedies. In the 70s, Shaw Brothers' "72 Tenants" and Xu Guanwen's "Ghost Horse Double Star" and "Half a Pound Eight Taels" and other films further set off a boom in "small citizen comedy". Therefore. Hong Kong has a mature creative team, rich production experience and a stable audience in the field of comedy. Xinyicheng's focus on comedy is a wise strategy to promote strengths and avoid weaknesses.

Xinyicheng's early works were mainly small-character comedies, such as "Funny Times" and "Happy Fairy Nest" starring Shi Tian. These films can be traced back to the 70s of the last century, Hong Kong's "little citizen comedy" and Chaplin's comedy of small people, all of which reflect the ridiculous and pitiful situation of small people struggling to survive in society, making the audience "smile with tears". Since "Ghost Horse Wisdom and Stars", New Arts City has experimented with modern luxury comedy, where the main characters are no longer ridiculous and pathetic like the characters in the comedy of small people, but are constantly having sexual encounters (such as the private detective "Night Prime" in "Ghost Horse Wisdom and Stars"), or ambitious and arrogant to do something big (such as the gangster Cabon in "Ghost Horses", King Kong and the bald guy who dare to stand up to the Italian mafia in "Best Partner"). Since 1982, Xinyicheng has created ghost comedies represented by "Little Fear" and "Aura Compelling", campus comedies represented by "Happy Ghost" and "Happy Ghost Summer Vacation", as well as family comedies such as "Eight Star Annunciation".

Another genre of Hong Kong cinema that is most mature is action movies. New Art City integrates the genre elements of comedy and action films, and produces urban action comedies such as "Ghost Horse Wisdom Multi-Star" and "Best Partner" series, reaching a strong combination in the sense of genre. Previously, Zhang Che, Hu Jinquan, Bruce Lee, Yuan Heping's martial arts films, kung fu films, and Jackie Chan's action comedies were all ascetic, and women were basically huā bottles and embellishments. Perhaps inspired by the blockbuster success of Li Hanxiang's Fengyue comedy in the 70s of the last century, New Arts City abandoned asceticism in urban action comedies, and added a lot of plots of romance, jealousy, flirting, and sexually provocative images. In the fight scenes, New Arts City usually does not imitate Bruce Lee's hard bridges and hard horses, real fights, but uses movie stunts and mechanical props to create big scenes and create visual spectacles; Although the positive characters are agile and can punch and kick, they often do not rely on real kung fu, but rely on high-tech equipment to win, or rely on wisdom or even cleverness to defeat the enemy, or use pranks to trick the opponent, create jokes, and amuse the audience.

New Arts City has also produced some tragedies, among them, "The Wrong Car", "Why Have Me" and "The Story of Ah Lang" also won Sun Yue, Zheng Zeshi and Chow Yun-fat the Best Actor Award at the Taiwan Golden Horse Awards and the Hong Kong Film Awards respectively. Compared with comedies, the number of tragedy films in New Arts City is extremely small. This reflects the conservative side of New Arts City's genre strategy.

The topic selection strategy and type strategy of New Arts City are based on accurate judgment of the market. Since the 70s of the last century, with the economic prosperity, the spending power of young people in Hong Kong has increased rapidly. The age structure of the audience tends to be younger, and teenagers aged 14~25 have become the main consumers of movies. The new art city has responded keenly to this change, producing a large number of films aimed at teenagers. A movie suitable for teenagers can easily become a family-style movie. So from the late 70s, Hollywood produced many family-friendly movies such as "Contact of the Third Kind" and "Aliens". Similarly, New Arts City has also filmed a large number of family-friendly films such as "Funny Times", "Happy Fairy Nest", "Ghost Horse Wisdom and Multi-star", "Best Partner" series, "Little Fear", "Happy Ghost" series, "Family Portrait", "Dao Ma Dan" and "Ah Lang's Story". In that year, the family carnival film "Happy Ghost" produced by Xinyicheng was released at the same time as "Provincial and Hong Kong Flag Soldiers" (table xiàn crime and violence, not suitable for teenagers) produced by other companies. The audience of "Provincial and Hong Kong Flag Soldiers" often only buys one or two tickets per person, while most of the viewers of "Happy Ghost" buy six or seven tickets. As a result, "Happy Ghost" became the most lucrative film in Xinyicheng at that time. Obviously, family-friendly films are easy to achieve the goal of maximizing the market and profits.

The topic selection strategy and type strategy of New Arts City are based on accurate judgment of the market. Since the 70s of the last century, with the economic prosperity, the spending power of young people in Hong Kong has increased rapidly. The age structure of the audience tends to be younger, and teenagers aged 14~25 have become the main consumers of movies. The new art city has responded keenly to this change, producing a large number of films aimed at teenagers. A movie suitable for teenagers can easily become a family-style movie. So from the late 70s, Hollywood produced many family-friendly movies such as "Contact of the Third Kind" and "Aliens". Similarly, New Arts City has also filmed a large number of family-friendly films such as "Funny Times", "Happy Fairy Nest", "Ghost Horse Wisdom and Multi-star", "Best Partner" series, "Little Fear", "Happy Ghost" series, "Family Portrait", "Dao Ma Dan" and "Ah Lang's Story". In that year, the family carnival film "Happy Ghost" produced by Xinyicheng was released at the same time as "Provincial and Hong Kong Flag Soldiers" (table xiàn crime and violence, not suitable for teenagers) produced by other companies. The audience of "Provincial and Hong Kong Flag Soldiers" often only buys one or two tickets per person, while most of the viewers of "Happy Ghost" buy six or seven tickets. As a result, "Happy Ghost" became the most lucrative film in Xinyicheng at that time. Obviously, family-friendly films are easy to achieve the goal of maximizing the market and profits.