從電影的發展史來看，每一次金融危機，反而都是電影產業上揚的機遇，這就是人們通常所說的「口紅效應」。回溯歷史上「口紅效應」對電影市場的影響，電影作為娛樂消費之一，之所以能在金融危機中獲益，是因為它從功能上滿足了觀眾的心理需求，而觀影行為本身也是逃離現實的管道之一。2008年下半年開始的金融危機至今仍未見底，而處於新媒體語境下的電影在逆勢上揚的同時，更具備了「口紅」式的觀影特徵，觀影管道的多樣化、觀影趣味的戲劇化和觀影標準的經濟化，讓人們更加關注電影發展的時代性。而把握新媒體時代電影產業逆勢發展的機遇，要從內容、市場、制度三方面著手，同時也要利用新媒體時代全球化趨勢的日漸明顯，尋找中國電影出口的良好契機。

In history, film industry has seemed being overcome the economic recessions all the time, which is so called “lipstick effects”. The reason behind it can have many folds, profits can be made since it can satisfy viewers’ psychological needs while they want to escape from the reality for a moment. To take advantages for the new media era’s film industry, it should focus on contents, markets and policy development. As important as it appears that globalization in new media era can provide new opportunities for China’s films on the world stage.