Heinrich Hermanns:

  promoting a new media industry

  Unlike the traditional movie industry, new media movies should be promoted in a unique way to increase viewership, social influence and eventually become a commercial success, according to experts at a workshop for the movies in new media yesterday.

  Although short films had more disadvantages than traditional movies, such as lack of money and professionals, it was more flexible in distribution as it could be shown anywhere, such as on Web sites, mobile phones, museums, camping places and outdoor walls, said Heinrich Hermanns, president of the Berlin International Short Film Festival.

  One of the most successful short movie festivals in the world, the Berlin International Short Film Festival had attracted about 17,000 people a year with 20,000 Internet votes.

  "Due to its growing influence, more people have started liking short films and a larger influence and popularity can help distribution and development of the industry, so we thought about many special ideas to promote the industry in society," he said.

  One of their most successful endeavors was to show the movies on subway TVs. "To make it work, we even asked filmmakers to re-edit their productions into a 90-second silent film for subway TVs. It was quite successful and we reached an audience of more than 30 million and they liked it because every one needs a laugh or something to think about on the subway," he said.

  The success has created a wider channel for short film distribution in Germany and has attracted more filmmakers and audiences into the business.

  (王园园)

  有别于传统的电影产业，新媒体电影应提倡以独特的方式来增加收视率、社会影响力，从而最终获得商业上的成功。在昨日举行的新媒体电影专家研讨会上，多名专家的观点如出一辙。

  柏林国际短片电影节主席海因里希·赫曼斯称，虽然短片比其传统电影有着许多缺点，例如缺乏资金和专业人才，但由于它能在互联网、手机、博物馆、露营场所和户外墙上等任何地方播放，因而在分布上更加灵活。作为全球最成功的短片电影节之一，柏林国际短片电影节每年吸引了约17000人和20000份互联网投票。

  “由于它所具有的越来越大的影响力，越来越多的人开始喜欢短片，更大的影响力和知名度又能助推该产业的分布和发展。我们想了许多特别的想法，来促进该产业的发展。”他说。

  他们其中一项最成功的举措是在地铁上播放电影。他说：“为了实现这个目标，我们甚至要求导演把他们的作品重新剪辑到90秒的无声电影。我们拥有了多达3千多万名观众，他们都喜欢这种方式，因为所有人在乘坐地铁的时候需要开怀地笑一笑或者去思考某些问题。这是相当成功的。”他们在德国成功拓宽了更广泛的短片播放渠道，并吸引了更多的电影制片人和观众。

  （张舜/译 齐洁爽 许业周/图）