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    首都演艺对外贸易发展报告(2022)

    摘要

    2021年首都演艺产业面对疫情冲击已经有了成熟的应对策略,疫情同样激发了诸多演艺主体经营模式创新。本报告总结了2021年北京演艺市场现状,其表现相较于2020年有了大幅提升,但与疫情前的演艺产业规模相比还有明显差距,尤其是只在节假日期间演艺市场表现良好,且因疫情多次反弹市场波动大,各演艺主体中剧场生存格外艰难;同时数字技术的成熟催化了线上演艺常态化发展速度,受疫情影响,沉浸式演艺、NFT演艺衍生品等经营模式不断创新。回顾全球演艺市场,随着演艺机构演出陆续恢复,全球演艺市场呈复苏迹象,北京演艺机构积极参与海外演艺交易会凸显国际演艺市场对于恢复贸易往来的信心,疫情下仍在努力开展剧目引进的演艺企业探索出了“制作团队引进”代替“演艺剧目引进”的新模式,对于民营演艺企业,政府更是专门出台政策从平台建设、剧目扶持、海外交流、演艺出口等方面支持开展对外贸易。针对线上演艺版权保护难度大、演艺产业数字化缺乏统一的市场标准、演艺贸易数字化盈利能力欠缺、演艺创新不足、优秀演艺品牌缺失、在京国有演艺主体活力不足等2021年最为突出的北京演艺对外贸易问题,本报告提出构建演艺对外贸易发展体系、加强演艺版权基础建设、为优秀原创演艺产品与服务破冰、推动演艺融入大众日常生活、重建在京国有演艺企业与机构市场竞争力、建立演艺对外贸易数字平台、构建专业化人才储备与引进体系七大发展建议,以期为演艺对外贸易的可持续、规模化发展提供保障,为疫情防控常态化之下北京演艺产业及其对外贸易的存续与恢复提供些许参考。

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    Abstract

    Beijing’s performing arts industry had formed a successful system to overcome the epidemic while COVID-19 inspired innovation of operation model among Beijing’s performing arts industry.This report summarizes the current situation of the Beijing performing arts market in 2021,the performance of the performing arts market has improved significantly compared with 2020,especially during the festivals and holidays,but there is still a significant gap compared with the market scale before the epidemic,and due to the repeated rebound of the epidemic,the market fluctuations are particularly difficult,and among all market players the theatres faced huge difficulty making a living;at the same time,the development of digital technology has catalyzed the normalization of online performing arts,and the epidemic has also stimulated the innovation of business models such as immersive performing arts and NFT performing arts derivatives.In terms of the global performing arts market,as the market players have gradually resumed,the global performing arts market showing signs of recovery,Beijing performing arts institutions actively participating in overseas performing arts fairs highlight the confidence of the world market in resuming trade exchanges,and the performing arts enterprises that are still working hard to carry out the introduction of performances under the epidemic have explored a new model of “production team introduction” instead of “introduction of performances”,and for private performing arts enterprises,the government has specially released policies to support international trade from the aspects of platform construction,creation support,overseas exchanges,and international trade.In view of the difficulty of copyright protection of online performing arts,the lack of unified market standards for the digitization of the performing arts industry,the lack of digital profitability of performing arts trade,and the lack of outstanding performing arts brands in 2021,the vitality of state-owned market players is insufficient,the most prominent international trade problems in Beijing in 2021,the report proposes to build a international trade development system for performing arts,strengthen the copyright protection mechanism for performing arts,break the ice for qualified original performing arts products and services,promote the integration of performing arts into the daily life of the public,rebuild the market competitiveness of state-owned performing arts enterprises and institutions in Beijing,establish a digital platform for international trade in performing arts,and establish a professional talent reserve and introduction system.It provides a guarantee for the sustainable and large-scale development of performing arts international trade,and provides some reference for the survival and recovery of Beijing’s performing arts industry and its international trade.

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    作者简介
    张伟:张伟,国家文化发展国际战略研究院专家、中国服务贸易研究院专家,先后工作于国家文旅部、中国文化传媒集团、华谊兄弟集团、北京木木美术馆等文化主管部门、研究机构、文化企业,有丰富的文化产业跨国合作实践经验;研究方向为演艺对外贸易、艺术品交易等。
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