20 0 1年中国影坛涌现出《美丽的家》、《谁说我不在乎》、《刮痧》、《我的兄弟姐妹》等几部运作较为成功的商业娱乐片。成功的原因之一是 ,讲究影片的“叙事策略”和“文化策略”,让故事的发展、演变都富强烈的戏剧性 ,并通过有趣的韵味和人性情感传递文化主题 ;成功的原因之二是 ,讲究市场策略 ,诸如瞄准档期、宣传中设置“空白点”、巧打明星牌 ,等等。如此 ,商业娱乐片便可走出一条新的发展之路 In 2011, several successful commercial films such as “Beautiful Home”, “Who Say I Do not Care”, “Gua Sha”, “My Brother and Sister” have emerged in Chinese film and television industry. One of the reasons for the success is that paying attention to the film’s “narrative strategy” and “cultural strategy” so that the development of the story evolves strongly and drastically, and cultural themes are conveyed through interesting charm and human emotions. The second reason for success is , Pay attention to market strategy, such as targeting the time period, advocacy set the “blank”, clever playing star card, and so on. In this way, commercial entertainment can be a new way out