英国人看中国

英媒:中国票房或成世界最大,挑战美国软实力

英国《经济学人》: 中国的票房有望成为世界上最大的票房。这对好莱坞以及美国的软实力意味着什么?

英媒:中国票房或成世界最大,挑战美国软实力

 

英媒:中国票房或成世界最大,挑战美国软实力

英国《经济学人》文章截图

 

原标题:Hollywood’s Chinese conundrums (好莱坞的中国难题)

原地址:https://www.economist.com/business/2020/08/29/hollywoods-chinese-conundrums

 

: ordes of invaders gallop into China, armed with sinister, supernatural powers. As they thunder towards the capital, it falls to a simple country girl to foil the attack. Over mountains and across deserts, dodging arrows and unleashing batteries of fireworks, in 115 action-packed minutes plucky Hua Mulan sees off the dastardly foreigners and brings honour to China. 大批侵略者手持邪恶的超自然力量驰骋中国。当他们向首都雷鸣时,只有一个简单的乡下女孩来挫败这次袭击。翻山越岭,越过沙漠,躲过弓箭,燃放焰火,在115分钟的时间里,勇敢的花木兰送走了胆小的外国人,为中国带来了荣誉。

 

: “Mulan”, which opens on September 4th, is a tale of invasion in more ways than one. Disney, Hollywood’s biggest film studio, has spent five years and $200m on the live-action remake of its 22-year-old animation, in the hope of conquering the Chinese box office. The film is calibrated to appeal to Asian as well as American audiences, from its plot (Mulan’s sidekick, a wisecracking dragon who irritated the Chinese, was written out of the story) to its promotional campaign (Disney touted its release in the form of a classical Chinese poem). “Shang-Chi and the Legend of the Ten Rings”, Disney’s first Chinese-themed superhero movie, is due next year. There is already talk of a “Mulan” sequel. 《木兰》将于9月4日上映,它是一个关于侵略的故事,在很多方面。好莱坞最大的电影制片厂迪士尼(Disney)花了5年时间和2亿美元,将其22年的动画真人版翻拍,希望能征服中国票房。从剧情(花木兰的助手,一条激怒中国人的聪明的龙,从故事情节到宣传活动(迪士尼以一首中国古典诗的形式大肆宣传它的上映),这部电影被调整成吸引亚洲和美国观众的标准。迪斯尼第一部中国题材的超级英雄电影《上智与十环传奇》将于明年上映。已经有人在谈论《木兰》续集。

 

: Hollywood has reason to look across the Pacific. In the past 15 years China’s box-office takings have risen 35-fold, to $9.7bn. That is not far off America’s $11.1bn. This year receipts have sunk as covid-19 forced cinemas to shut. But they may fall a bit less precipitously in China, which after early cover-ups has controlled the virus better than America, where most theatres remain closed (and where “Mulan” is going straight to streaming). China may emerge from the pandemic with the world’s biggest box office (see chart 1). 好莱坞有理由放眼太平洋彼岸。在过去15年里,中国的票房收入增长了35倍,达到97亿美元。这离美国的111亿美元已经不远了。今年,由于covid-19迫使电影院关闭,电影收入下降。但在中国,这一数字可能会下降得不那么突然,在早期的掩盖之后,中国控制病毒的能力比美国好得多,那里大多数剧院仍然关闭(《花木兰》将直接上映)。中国可能会以世界上最大的票房(见图表1)走出大流行。

 

: The country was becoming central to Hollywood’s business before covid-19. America’s blockbusters have increasingly relied on Chinese audiences to recoup their vast production budgets and American studios have tapped Chinese investors for finance. Between 2010 and 2019 Disney’s share of revenues from Asia nearly doubled to 11.5% and now rivals that from Europe. Hong Kong and Shanghai each has a Disneyland. Universal (owned by Comcast, a cable giant) is building a theme park in Beijing. Sony, a Japanese conglomerate with a big entertainment division that includes Columbia Pictures, last year earned 10.2% of its revenues in China, up from 6.7% five years earlier. 在covid-19之前,这个国家正成为好莱坞商业的中心。美国的大片越来越依赖中国观众来收回庞大的制作预算,美国电影公司也从中国投资者那里获得资金。2010年至2019年间,迪士尼在亚洲的收入份额几乎翻了一番,达到了11.5%,目前与欧洲的收入份额相当。香港和上海各有一个迪斯尼乐园。环球(隶属于有线电视巨头康卡斯特)正在北京建设一个主题公园。索尼(Sony)是一家日本企业集团,旗下有一个包括哥伦比亚影业(Columbia Pictures)在内的大型娱乐部门,去年在中国的收入占其总收入的10.2%,高于五年前的6.7%。

 

: However, Hollywood’s desire to capture both Eastern and Western imaginations—and wallets—increasingly faces two sets of problems in China. First, mainland studios are giving Tinseltown a run for its money on their home turf. And China’s censors are becoming more active in shaping the tales that Hollywood tells, imbuing America’s soft power with Chinese characteristics and angering American politicians. The great screen romance between Hollywood and China is turning into more of a drama. 然而,好莱坞想要同时抓住东西方的想象力和钱包的愿望在中国面临着两大问题。首先,大陆制片厂在自己的地盘上为Tinseltown争取资金。而中国的审查人员正变得更加积极地塑造好莱坞讲述的故事,使美国的软实力充满中国特色,激怒了美国政客。好莱坞和中国之间的大银幕恋情正在演变成更多的戏剧。

 

: China raised the curtain on regular Hollywood releases in 1994. The market was tiny—“The Fugitive”, the first American film to be shown in cinemas that year, made just $3m—and the bureaucracy stifling. Imports were limited to ten a year. Their makers were allocated just 13% of a film’s box-office takings. The rest reserved for cinemas and distributors. 中国在1994年拉开了好莱坞常规电影发行的帷幕。市场很小,《逃亡者》是当年第一部在电影院上映的美国电影,只赚了300万美元,官僚主义令人窒息。进口限制在一年十件。他们的制作人只得到了电影票房收入的13%。剩下的留给电影院和发行商。

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