由广告而引发的微电影热潮现下炙手可热。从电影产业的发展来看,微电影可以视为传统电影产业面对新技术以及众多新媒体的挑战而作出的一次机制内调整,其内容形态、影像表征、传播方式以及产业的未来发展态势等诸多方面均呈现与传统电影不一样的特性,尤其在电影的创意、剧本和产业链拓展环节优势明显。作为新媒体电影的新宠,微电影也将在新媒体电影形态格局中占据一席之地,助力电影产业的发展。 Micro-film boom triggered by advertising is currently hot. From the perspective of the development of the movie industry, the micro-movie can be regarded as a mechanism-based adjustment made by the traditional film industry in the face of the challenges of new technologies and numerous new media. The content form, image representation, mode of transmission and future development of the industry In many aspects are presented with the traditional film is not the same characteristics, especially in the creative movie, the script and the industrial chain to expand links obvious advantages. As the new darling of new media movies, micro-movies will also occupy a place in the pattern of new media films and help the development of the movie industry.