从“电影+旅游”看城市文化消费新范式

Core Viewpoint - The 15th Beijing International Film Festival serves as a platform to showcase the unique value of films and reflects the urgent need for cultural industry upgrades in China through innovative tourism initiatives [1][2]. Group 1: Film and Tourism Integration - Beijing has launched 12 themed tourism routes during the film festival, transforming urban spaces into film narrative arenas, which enhances cultural consumption and economic value [2][3]. - The initiative includes promotional strategies such as discounts for tourists holding movie tickets, effectively extending the viewing experience into an immersive consumption chain [2][3]. - The "Film + Tourism" model is not merely an addition but a reconfiguration of consumption scenarios, transitioning from a single box office economy to a comprehensive consumption economy [2][3]. Group 2: Cultural Resource Reorganization - The planned routes represent a systematic reorganization of cultural resources, turning filming locations into tourism landmarks, thereby awakening dormant cultural assets [2][3]. - Examples include the "Gubei Water Town" tour linked to the film "The Great Wall" and the "Beijing Central Axis" tour that evokes collective memories through classic films [2][3]. - Tourists are positioned as active participants in the film narrative rather than passive observers, enhancing their engagement with the cultural context [2][3]. Group 3: Challenges and Future Directions - There are two potential pitfalls in the "Film + Tourism" model: superficial IP transformation and reliance on short-term effects without sustainable content supply [3]. - A full-cycle mechanism involving content creation, scene development, and operational services is recommended to ensure long-term viability [3]. - The value of this initiative lies not only in boosting cultural tourism but also in validating the potential of films to reshape urban spaces and cultural consumption [3].