近年来中国贺岁档电影繁荣热闹的背后其实已经隐含着危机。最主要就是以话题换票房,以商业利润为唯一目标,不顾及电影作为工业和艺术的双重特性。本文从电影类型、导演、技术和管理机制等几个方面探讨了贺岁档电影可持续发展的策略,以期提升贺岁档电影乃至整个华语电影的品牌影响力。 In recent years, the boom of the Chinese Lunar New Year documentary film has actually implicated the crisis. The most important thing is to change the box office with the topic, with commercial profits as the sole target, regardless of the film as a dual feature of industry and art. This article discusses the strategies for the sustainable development of Lunar New Year Films in terms of film type, director, technology and management mechanism, in order to enhance the brand influence of Lunar New Year Films and even the whole Chinese film.