刚开始,贺岁片确实给看惯了严肃主题的中国观众耳目一新的感觉。中国的传统文化在过节中派生出许多的禁忌与仪式,更使贺岁片有了广阔的折腾空间和厚实的经济基础。于是,每到下半年开始,媒体关于贺岁片的炒作便逐渐升温,夸也罢,骂也罢,没有了政治说教的主题,贺岁片可谓轻装上阵,让人们大饱眼福。在一阵阵的欢笑声中,大把的票子进入了票房,导演和制片在一旁偷着乐,以为这就是中国电影的市场化方向。说起来,“贺岁片”无非是一种电影市场策略。元旦、春节期间,上下一派喜庆景象,制片商适时推 In the beginning, New Year's films did give a refreshing feeling to the Chinese audience who used to seeing serious topics. China's traditional culture has produced many taboos and rituals during the festivals, leaving the New Year film ample room for tossing and a solid economic foundation. Thus, every second half of the year, the media hype about New Year's films will gradually heat up, boast worthy of criticism worth mentioning, without the theme of political preaching, Lunar New Year films can be described as light, so that people feast for the eyes. In a burst of laughter, a lot of tickets into the box office, director and producer secretly stepping aside, thinking that this is the direction of the market for Chinese films. Speaking, “New Year ” is nothing more than a movie marketing strategy. New Year's Day, during the Spring Festival, up and down a festive scene, the filmmaker timely push