Film Digitalization Development Outline

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According to the general requirements concerning cultural construction and cultural structural reform put forward by the 16th Party Congress, adapting to the large tendencies of technological progress and perfecting a socialist market economy system, fully utilizing digitalized, networked, and informative means, accelerating the stimulation of our country’s film digitalization progress, providing strong and solid scientific support for film industry development, according to the SARFT-issued “Some Opinions Concerning Accelerating Film Industry Development”, “Radio, Film and Television Dial Development Year Work Points” and the “Radio, Film and Television Technology “11th Five-Year Plan” and Long-Term Plan for 2010″, integrating the status quo of domestic and foreign film digital technology development, the “Film Digitalization Development Outline” is formulated.

I, Film digitalization development guiding ideology and general objectives

Film industry development and film digitalization are important channels for realizing leapfrogging development in film, film digitalization has represented the present film development tendencies, has broad development prospects, and is an important symbol of accelerating film development. Stimulating film digitalization development, must take Marxism-Leninism, Mao Zedong Thought, Deng Xiaoping Theory and the important “Three Represents” thought as guidance, persist in liberating thoughts, seeking truths from facts, move forward with the times, expand and innovate. It is necessary to based on the basic thinking line of importing and absorbing, innovating and developing, fix eyes upon the forward position of international film digitalization development, fix eyes upon the real needs of our country’s film development, fix eyes upon the general objective of film industry development. It is necessary to through film digitalization’s’ incessant development and progress, serve the expansion and enrichment of the film content industry, serve fast and extensive film information dissemination, serve film coverage strength expansion and strengthening. Through formulating film digitalization development policies, mustering all social forces, jointly establishing many kinds of technological transmission and screening structures, and service operation systems facing the market, vigorously expanding films’ social interest and economic interest, realizing the rapid development of the film sector.

By 2010, our country’s general film digitalization development objectives are: establishing the strategic position digital film in the film industry; establishing large-scale digital production basis having advanced world technology; striving to raise digital film and film digitalization product quantity and quality, satisfying the popular masses’ spiritual culture life needs; completing the construction of the “film digital programme integrated service management platform”, establishing scaled-up digital film programme distribution companies’ constructing a batch of digital screening rooms with uniform standards, and many kinds of forms; taking digital programme content as link, vigorously opening up film screening markets and film multimedia and new media markets, expanding market share and comprehensive interests, comprehensively moving forward film digitalization to walk a healthy, orderly, up-scaled and sustainable development path.

II, Forcefully moving film production digitalization forward

1, Raising film special effect production levels. Fully understanding the important function of digital technology in raising film production levels, fully understanding the daily increasing value and contribution of digital special effects in the present film production, encouraging all film studios to vigorously utilize technological means, raising film production levels and technological content, through the broad application of digital special effects in film production, strengthening the organic integration with traditional special effects, stimulating film production levels’ qualitative leaps, strive to make our country’s film production level to maintain the same pace as advanced world levels.

2, Accelerating digital production base construction. It is necessary to fully utilize the two digital film production bases of China Film Group and Shanghai Media Group, and at the same time as incessantly accelerating base construction, fully utilize presently already exiting software and hardware facilities that are relatively complete and advanced digital film processing and special effects conditions, through structural and mechanism innovation, strengthen enterprises’ vitality in facing the market, vigorously participate in film art creation and production with increasingly innovative and incessantly enriched creation methods, fully giving rein to the starting function of bases in film digitalization progress. It is necessary to guide and muster social resources to jointly participate in digital film programme creation and production, realize mutual resource sharing, and complementary superiorities.

3, Forcefully moving forward digital stereo sound application. Acceleration the transformation from analogue sound to digital stereo sound in film production, raising domestic digital stereo sound film programme quantity, striving to within three years having the quantity of domestic digital stereo sound films reach more than 50%.

4, Fully utilizing tape digitalization technology. Fully giving rein to the film tape programme quantity and technological quality superiority, encouraging adopting of tape digitalization technology, providing high-quality digital film programmes to the market, adapted to the film product multimedia dissemination requirements, providing modernized and effective methods for storage, exchange, copyright protection, etc.

5, Moving forward digital film scale development. Adopting modernized digital film shooting cameras to shoot film products, is an important resource of film programmes, it is necessary to as early as possible grasp key technology on the present basis, strive to raise production levels, incessantly summarize experiences, incessantly expanding scope, strengthening cinema market digital programme quantities, satisfying digital film screening requirements, providing more than 50 digital film programmes with a great artistic level and superior technological quantity to digital cinemas annually by the year 2006.

III, Establishing and completing digital film programme distribution networks, strengthening market service.

Established and perfected distribution networks, are one of the key aspects of digital film. It is necessary to according to the thinking line for industry development, take programmes as the starting point, through all kinds of value-added service shape complete industry segments. Establishing and standardizing digital film distribution and business subjects, establishing digital film programme distribution and screening management mechanisms. Fully utilizing radio and television network recourses, through transmission methods such as satellite, optical cables, mobile database storage media, etc., distribute and deliver content such as digital films, digital high-definition television programmes and corresponding film trailers, cinema advertisements, etc., to cinemas, realizing digitalized and networked distribution. It is necessary to utilize modern information technology to establish management systems for digital film programme distribution, data statistics, electronic accounting, information feedback, etc.

Television, video tape, compact disc as well as film after-product markets, are an effective carrier for satisfying the audience’s diversified and individualized requirements, and are also a profit subjects for film products. It is necessary to fully give rein to film programme resources and digital carrier superiority, vigorously expand market space. It is necessary to utilize film channels, expand digital film screening markets, and provide high-quality film programmes to the public in their households through developing digital high-definition television channels. It is necessary to energetically develop network film markets, open up many kinds of service structures, satisfy society’s diversified requirements. It is necessary to research market operation rules, formulate corresponding technology plans, establish technological service teams to support network operation, explore profit models. It is necessary to vigorously promote domestic film distribution on compact disc, stimulate standardization and order of the legitimate compact disc market.

IV, Vigorously moving forward town and county digital cinema construction

Acceleration town and county digital film room construction, by the end of 2004, establishing 100 high-standard digital screening rooms, striving to construct more than 500 digital film screening rooms with uniform standards, in different forms within three to five years, realizing up-scaled operation of digital cinemas, satisfying society’s multi-level requirements, making digital cinema chains enter into the mainstream of the Chinese film screening market. Fully utilizing government special funds for supporting film digitalization development, establishing commercial operation models and profit models conforming to market economy rules, stimulating the market, roll on development, realizing a beneficial circulation and healthy development of digital cinema chain business.

V, Establishing rural and community digital film screening network points.

In order to even better implement “Project 2131”, effectively resolving problems of the countryside and towns, villages and communities’ film programme shortage, long distribution period, high distribution costs, lacking screening quality, etc., it is necessary to accelerate exploration of adopting digital technology to change present conventional distribution and screening methods, formulate system technology plans and implementation plans for rural and community digital screening technology requirements and operational characteristics. In 2004, starting rural and community digital film screening experiment work, during the first period establishing a batch of digital film mobile screening trucks or a certain number of screening demonstration points. Following the increasing progress of corresponding technology, further perfecting technology plans and operational systems, progressively expanding rural and community digital screening scope, vigorously mustering social forces to participate jointly, guaranteeing digital film screening to be broadly popularized in the countryside and the communities.

VI, Accelerating digital film-related equipment and software localization progress

At the same time as incessantly importing foreign advanced technology, it is necessary to vigorously guide and raise the localization degree of related equipment such as digital film projectors, service machines and audiovisual frequencies, etc., completely raise our country’s film industry level. Encouraging all social circles to vigorously develop related applied and management software having indigenous intellectual property rights, conforming to the Chinese national situation, utilizing modern technology to raise film enterprises’ market operation management and production technology levels.

VII, Strengthening base construction, standardizing market management

It is necessary to accelerate the basic construction of the “digital film programme integrated service management platform”, through many methods integrate film programme resources, implement uniform technological service for digital film programme storage, distribution and transmission, copyright protection, operational management, supervision and control, etc., providing technological guarantees for strengthening and expanding the film industry. it is necessary to expand film intellectual property rights protection strength, utilizing modernized technological methods, perfect digital film programme content encoding and copyright management, standardize the film market, realize digital film informatization management.

Paying close attention to international development tendencies, integrating our country’s real situation, on the basis of following footsteps, research and experimentation, incessantly perfecting China’s film digitalization technology specifications and standards, progressively establishing and completing digital film production, transmission, screening and copyright management standard systems, establishing scientific market statistics systems and supervision mechanisms. Strictly implementing State regulations relating to satellite receiving systems, standardizing Internet film on-demand broadcast business.

Vigorously utilizing presently-existing policies, broadening attracting social forces to enter into digitalized film production, distribution, screening, as well as digital cinema construction or renovation. In order to encourage film digitalization development, and stimulating tape rotation technology application, the State annually grants proper subsidies to a part of excellent domestic film digital screenings. At the same time, in order to encourage society to issue more excellent digital film products, and excellent digital film award is added to the  “China Movie Awards”, in order to stimulate digital film development and flourishing.

VIII, Accelerating and fostering digitalized talents, establishing high-level film talent teams

Taking establishing high-quality, and multi-level film digital talent teams as objective, striving to foster technical and guiding talents. Through many methods, developing continuous training of on-the-job personnel, raising sector teams’ comprehensive quality; vigorously fostering and attracting high-level talents and diverse talents having creative capacity and innovative capacity, both understanding technology and understanding artistry, adapted to the requirements of development, fully giving rein to the basic and guiding function of talent resources in film industry development.

All localities and all entities must according to the spirit of the “Film Digitalization Development Outline”, integrate reality, earnestly do research, vigorously formulate film digitalization development plans and relevant steps for their localities and entities.

电影数字化发展纲要

按照十六大提出的文化建设和文化体制改革的总体要求,适应科技进步和完善社会主义市场经济体制的大趋势,充分利用数字化、网络化、信息化手段,加速推进我国电影数字化进程,为电影产业发展提供强有力的科技支持,根据总局颁布的《关于加快电影产业发展的若干意见》、《广播影视数字发展年工作要点》和《广播影视科技“十五”计划和2010年远景规划》,结合国内外电影数字技术发展现状,特制定《电影数字化发展纲要》。

一、电影数字化发展的指导思想和总体目标

电影产业化和电影数字化是实现电影跨越式发展的重要途径,电影数字化代表了当代电影的发展趋势,具有广阔的发展前景,是电影加快发展的重要标志。推进电影数字化发展,要以马克思列宁主义、毛泽东思想、邓小平理论和“三个代表”重要思想为指导,坚持解放思想,实事求是,与时俱进,开拓创新。要立足于引进吸收、创新发展的基本思路,着眼于国际电影数字化发展的前沿,着眼于我国电影发展的实际需要,着眼于科技创新和体制创新,着眼于电影产业发展的总体目标。要通过电影数字化的不断发展与进步,服务于电影内容产业的拓展与丰富,服务于电影信息传播的迅捷与广泛,服务于电影覆盖力的延伸与增强。通过制定电影数字化发展政策,调动各种社会力量,共同建立面向市场的多种技术传输播映体系和服务运营体系,积极扩大电影的社会效益和经济效益,实现电影产业的快速发展。

到2010年,我国电影数字化发展的总体目标是:确立数字电影在电影产业中的战略地位;建立具有世界先进技术水平的大型数字制作基地;努力提高数字电影及电影数字化产品的数量和质量,满足人民群众精神文化生活的需求;完成“电影数字节目集成服务管理平台”建设;组建规模化的电影数字节目发行公司;营建一批标准统一、形式多样的数字影厅;以数字节目内容为纽带,积极开拓电影放映市场和电影多媒体、新媒体市场,扩大市场份额和整体效益,整体推进电影数字化走上健康、有序、规模、可持续发展的道路。

二、大力推进电影制作数字化

1、提高电影特技制作水平。充分认识到数字技术对于提高电影制作水平的重要作用,充分认识到数字特技在当今电影制作中日益突出的价值和贡献,鼓励各制片单位积极运用数字技术,提高电影制作水平和科技含量,通过数字特技在电影制作中的广泛应用,加强与传统特技的有机结合,促进电影制作水平的质的飞跃,力求使我国电影制作水平和世界先进水平保持同步。

2、加快数字制作基地建设。要充分利用中影集团和上影集团两个电影数字制作基地,在不断加快基础建设的同时,充分利用目前已经拥有的较为齐全的软、硬件设备和先进的电影数字加工、特技制作条件,通过体制和机制创新,增强企业面向市场的活力,以日益创新和不断丰富的创作手段,积极参与影片艺术创作和生产,充分发挥基地在电影数字化进程中的龙头作用。要积极引导和调动社会资源共同参与电影的数字节目创作和生产,实现资源共享,优势互补。

3、大力推进数字立体声应用。加快电影制作中模拟声向数字立体声的转换,提高国产数字立体声影片的节目数量,力争在2~3年内国产数字立体声的影片数量达到影片总数的50%以上。

4、充分利用胶转数技术。充分发挥胶片电影的节目数量和技术质量优势,鼓励采用胶转数技术,为市场提供高质量的电影数字节目,适应电影产品多媒体传播的要求,为电影产品提供现代化的存储、交流、版权保护等有效手段。

5、推进数字电影的规模化发展。采用现代化数字电影摄影机拍摄电影产品,是电影节目的重要来源之一,要在现有基础上尽早掌握关键技术,努力提高制作水平,不断总结经验,不断扩大规模,增加影院市场数字节目总量,满足数字电影放映需求,2006年实现每年向数字影院提供50部以上艺术水平上乘、技术质量优秀的电影数字节目。

三、建立健全电影数字节目发行网络,强化市场服务

建立完善的发行网络,是发展数字电影的关键之一。要按照产业化发展的思路,以节目为龙头,通过各种增值服务形成完整的产业链。组建、规范数字电影发行和经营主体,建立电影数字节目发行、放映管理机制。充分利用广电网络资源,通过卫星、光缆、移动数据存贮介质等传送方式,将数字电影、数字高清电视节目及相关的电影海报、影院广告等内容分发、传送到影院,实现数字化、网络化发行。要利用现代信息技术建立电影数字节目发行、数据统计、电子结算、信息反馈等管理系统。

电视、录像带、光盘、网络以及电影后产品市场,是满足观众多样化、个性化需求的有效载体,也是电影产品的收益主体。要充分发挥电影节目资源和数字载体优势,积极拓展市场空间。要利用电影频道,扩大数字电影放映市场,并通过开办数字高清电视频道,为观众在家庭提供更高质量的影视节目。要大力开发网络电影市场,开辟多种服务体系,满足社会多样化需求。要研究市场经营规律,制定相应技术方案,建立支持网络运营的技术服务队伍,探索盈利模式。要积极推动国产影片的光盘发行,促进正版电影光盘市场的规范有序。

四、积极推进城镇数字影院建设

加快城镇数字影厅建设,2004年底建成100个高标准的数字放映厅,力争3~5年内建成500家以上标准统一、形式不同的数字电影放映厅,实现数字影院规模化经营,满足社会不同层次需求,使数字电影院线进入中国电影放映市场的主流。充分使用好政府扶持发展数字电影的专项资金,建立符合市场经济规律的商业运营模式和盈利模式,启动市场,滚动发展,实现数字院线经营的良性循环和健康发展。

五、建立农村、社区电影数字化放映网点

为更好实施“2131工程”,有效解决农村和城镇社区电影节目短缺、发行周期长、发行成本高、放映质量差等问题,要加快探索采用数字技术改变目前的常规发行放映方式,针对农村和社区数字放映的技术要求和运营特点,制定系统技术方案及实施计划。2004年启动农村和社区电影数字放映试验工作,首期建立一批数字电影流动放映大篷车或一定数量的放映示范网点。随着相关技术的日益进步,进一步完善技术方案和运营体系,逐步扩大农村、社区数字放映规模,积极调动社会力量共同参与,保证电影数字放映在农村、社区的广泛推广。

六、加快数字电影相关设备与软件国产化进程

在不断引进国外先进技术的同时,要积极引导和提高数字电影放映机、服务器及视音频等相关设备的国产化程度,全面提升我国电影工业水平。鼓励社会各界积极研发具有自主知识产权、适合中国国情的相关应用、管理软件,运用现代技术提高电影企业市场经营管理和制作技术水平。

七、加强基础建设,规范市场管理

要加快“电影数字节目集成服务管理平台”的基础建设,通过多种形式整合电影节目资源,实施电影数字节目的存储、分发传送、版权保护、运行管理、监控等统一的技术服务,为做强做大电影产业提供技术保证。要加大电影知识产权保护力度,利用现代化技术手段,完善对电影数字节目内容的加密和版权管理,规范电影市场,实现数字电影的信息化管理。

密切注视国际发展趋势,结合我国实际情况,在跟踪、研究、试验的基础上,不断完善中国的电影数字化技术规范和标准,逐步建立、健全电影数字节目制作、传送、放映、版权管理标准体系,建立科学的市场统计体系和监督机制。严格执行卫星接收系统国家相关管理规定,规范互联网电影点播业务。

积极利用现有政策,广泛吸引社会力量加入电影数字化的制作、发行、放映以及数字影院的新建改造。为鼓励电影数字化发展,促进胶转数技术的应用,国家每年将对部分优秀国产影片的数字化放映予以适当补贴。同时,为鼓励社会多出数字电影精品,将在电影“华表奖”中增设优秀数字电影奖,以促进数字电影的发展和繁荣。

八、加快培养数字化人才,建设高层次电影人才队伍

以建立高素质、多层次的电影数字化人才队伍为目标,着力培养技术型、先导型人才。通过多种形式,开展在职人员的继续教育,提高行业队伍的整体素质;积极培养和引进适应发展需要的既懂技术、又懂艺术,具有创作能力和创新能力的高层次人才和复合型人才,充分发挥人才资源在电影产业发展中的基础性和先导性作用。

各地、各部门要根据《电影数字化发展纲要》精神,结合实际,认真研究,积极制定本地区、本部门电影数字化发展规划和有关措施。

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