关键词:  , &ldquo, 互联网+电影&rdquo, ； &ldquo, 泛娱乐化&rdquo, ； 唯票房至上； 现代电影全产业链； 时代主流价值观； 中国东方主体美学精神

Abstract:  Chinese film industry has been leading the global film market for the past three to five years by keeping an average annual increase of 30%. The box office records have been broken time and again, presenting a booming and thriving prospect. However, with the highspeed growth of China’s market economy, the unconstrained pursuit for materialistic wealth and the blind indulgence in “excessive entertainment” has led to a purely materialistic sensual hedonism instigated by the market, thus becoming a new fashion. The Internet enterprises led by the BAT (Baidu, Alibaba, and Tencent) online capital magnets take the chance and gradually invade and subvert the traditional film industry. By dint of a newlyrising Ecommerce sales mode of the “Internet+Film”, they have promoted a “new format”. The results are twofold: the constant takingoff of the box office records (domestically only) on the one hand, and the gradual waning of the mainstream values of our times on the other hand, which means that the classicality and subject spirit of the Eastern film aesthetics is instead eroded inch by inch to the extent of unstoppable slip. Now it is essential that we keep a somber mind to cope with the challenge from the Hollywood hegemony, break away from the self closure and arrogance of the Ecommerce sales format of “Internet+Film” and push forward the construction of the whole industrial chains of Chinese films based on modern civilization so as to meet the great rejuvenation of Chinese culture in the 21st century.

Key words:  “Internet+Film”, “excessive entertainment”, the overriding importance of box office, the whole industrial chains of the modern film, the mainstream values of the times, Chinese Eastern subject aesthetic spirit