摘要：面对国产电影蒸蒸日上的情形，暴露出越来越多的问题，诸如叫座不叫好的现象，其本质就是商业炒作和电影本身内涵的差距，在电影学专业上叫“商业性”与“艺术性”的矛盾，本文借助电影的发展历史，探讨中外电影在“艺术性”和“商业性”上磨合的过程，解释两者的结合是必然的。今天国产电影暴露出的问题正是电影发展中的必然阶段，关键是导演和观众双方在如何处理的技巧以及接受观念的认同上有一个过程。冯小刚以及其作品具体证明了“商业性”和“艺术性”可以兼得。以这个成功案例进一步解释目前中国电影发展状况。

关键词：艺术性、商业性、矛盾、融合、冯小刚、植入广告、审核

Abstract:The face of booming domestic film case, exposing more and more problems, such as the box office does not cheer the phenomenon, its essence is the commercial hype and the film itself, meaning the gap between the professional school in the movie called "commercial" and "artistic" contradiction, this paper With the development of film history, of foreign films in the "artistic" and "commercial" on the running of the process, explain the combination of the two is inevitable. Today, the film exposes the problem of domestic development is an inevitable stage in the film, the key is both the director and the audience tips on how to deal with the concept of identity and acceptance of a process. Feng Xiaogang and concrete evidence of his work a "commercial" and "art" can have both. The success stories to further explain the development of Chinese film.

Key words: Artistic, commercial, conflict, integration, Feng Xiaogang, embedded advertising, review.