Abstract:

To decide whether Chinese movies can enjoy sustainable development in the context of globalized language and culture, the key lies in whether the cultural values carried by Chinese movies can be appreciated among both native audience and overseas film markets. Therefore, while striving to meet the entertainment demand and aesthetic imagination of the audience, Chinese movies should also shape their cultural values to respect the cultural diversity of human beings and to serve the core national interests of China, hence to accomplish their cultural missions in fierce market competition.

Key words: Chinese movies, cultural values, longitudinal reconstruction, lateral integration