视觉奇观的市场效应：从吸引力电影到VR电影-《长安大学学报（社科版）》

文章信息/Info

Title:: Market effect of visual spectacles:from attractive movies to VR movies

Author(s):: HUI Yang; HOU Jing; HAN Xue; (School of Humanities, Chang’an University, Xi’an 710064, Shaanxi, China)

Keywords:: cinema of attraction; VR movie; trade organization; immersive communication; VR market; whole VR industry chain; virtual reality technology; emotional cognition

摘要:: 为了研究VR电影的市场潜力，对传统电影与VR电影进行溯源，分析VR电影产业发展的现状与未来。研究认为，VR电影是观众由第一人称身份直接进入电影的叙事并进行身体的知觉感知，技术升级让观众感受到虚拟现实带来的真实性与沉浸性；但技术水平、研发投入性价比与内容开发的局限影响了VR电影行业的发展；在系列政策的支持下，需要加大培养专业技能型人才和技术水平，提高VR电影形式与内容对观众的多感官刺激与情绪感知，再利用行业组织的推动，促进技术与艺术充分融合的VR电影产业市场潜力进一步开发，迎来属于VR电影的时代。

Abstract:: In order to study the market potential of virtual reality (VR) movies, this paper traces traditional cinema and VR movies to their sources, and analyzes the status quo and future of the VR movie industry development. The research finds that VR movies allow the audience to directly enter the narrative background of movies as the first person to experience physical cognition and perception, and the technological upgrade in virtual reality gives the audience an authentic and immersive experience. However, limitations in the development of technology, low cost effectiveness of R&D investment and content development hinder the development of the VR movie industry. Therefore, this paper proposes that it is necessary to strength the systematic policy support for the development of VR movie industry by stepping up the cultivation of talents of expertise and enhancing the technology level, improving the multisensory stimulation and emotional cognition of the audience through the form and content of VR movies, further expanding the market potential of the VR movie industry which fully integrates technology and art performance by way of trade organizations, and embrace the new age of VR movie.