The project of digital film projection for public welfare in rural areas began with the decline of 16mm film films in rural areas. It began with the pioneering exploration in Jiangsu and Zhejiang, and grew up in the implementation of the first-line rural areas in Zhejiang and Jiangxi. In this way, the rural public welfare movies have not come easy all the way, but they are also practicing the purpose of "literature and art serve the people, literature and art serve the grass-roots people". They insist on delivering warm and positive energy to the rural people and doing a good job as cultural propagandists in the new era. These benefits are evident from the dividend of reform and opening up, and are also the concrete manifestation of the Party and government's emphasis on rural work. Of course, in this process, front-line filmmakers have made indispensable efforts to contribute to the construction of rural spiritual civilization.

 

 

 

After more than ten years of digital screening of rural movies, the harvest has been full and once praised and highly praised. Now in the new journey, we are facing new choices, new opportunities and challenges, and some problems in the screening process are also increasingly emerging.

 

 

 

First of all, the audience's demand is rising rapidly, and the demand for film programs is also changing. Nowadays, audiences have a variety of ways to understand the film market. They also need the public welfare film in rural areas to keep up with the pace. It is no longer just a simple acceptance type of viewing, but selective viewing has become an inevitable trend. Massive programs are also good news for rural people, but the audience's appetite is getting more and more extreme. Especially in some cities, courtyard lines have just been put on line, and the masses demand rural mobile screening, but it is also a great test. This has resulted in a scissors gap, the projection market can not be replenished, the audience complained. It is understandable that the first commercial film of commercial cinema line requires the first round to meet the commercial needs of urban cinemas. Even if the second commercial film is provided for rural mobile public welfare screening, the copyright fee is higher. In terms of the actual situation of subsidies for rural public welfare cinemas, it is also an embarrassment that can not be implemented.

 

 

 

Secondly, there are more and more movie viewing channels on the market, and various browsing platforms create a multi-channel pattern, which has a great impact on the current relatively single mode of rural film projection. Not to mention some counterfeit and inferior pirated videos, the normal platform-paid spot-screening also greatly tests the existence and preservation of this private plot of rural public welfare film projection. Rural mobile screening platform in the new era is facing unavoidable difficulties.

 

 

 

Thirdly, the current situation of subjective and objective factors in rural areas is also uneven. A large number of young people go out to work, which is a benign impetus for rural economic development, but from another point of view it is also a lack. As far as the rural public welfare movies are concerned, the sudden changes of the viewers can not be underestimated. During the Spring Festival, the traditional sense of the family complex, so that these travelers in groups to rush home. Therefore, it is necessary to arrange more frequent venues during the festival. If at ordinary times, there will be more or less embarrassment, old, less. Sometimes there are few chimneys in the whole village to ignite. Public welfare movies also convey the warmth and concern of the Party and the government to them, but as a grass-roots projector, they are also a kind of reality that they have more than one's heart but less ability. There are not many people, they are not enthusiastic, and they have little response.

 

 

 

Finally, the service of public welfare film projection in rural areas needs to be further improved. With the passage of time, the older generation of mobile projectionists gradually withdraw from the market. Of course, many people have benefited from the state's policy of resolving the historical legacy of veteran projectionists in the former rural towns (communes) in 2015, and they have also achieved the goal of providing for the elderly. They used to be practitioners of this industry, but also the industry's proponents, indeed for the blossoming of Chinese films set up a great contribution. With their retirement, the formation of a new generation of rural teams seems somewhat hasty. Although these people are also working diligently on the front line, the diversification and uncertainty of the market today make them feel less belonging, which also objectively has a great impact on the rural mobile public welfare screening. How to eliminate this negative emotion is also a problem in front of the development of rural film.

 

 

 

 

 

Fortunately, now the country also sees the bottleneck of film development, especially the current situation of rural film, and has made some positive explorations and benign responses.

 

 

 

Firstly, it is proposed that rural movies should be transferred from outdoor to indoor fixed screening, which is to solve the problem that rural people see movies better. Rural audiences will also see a great leap forward in the development of movies from hesitating to see them rough and crude to comfortable. This is not only the livelihood of the people, but also the embodiment of people-oriented film development. At present, the work is being planned and implemented everywhere.

 

 

 

Secondly, the actual operability of the projection work should be adjusted in time and place according to different people.