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《速度与激情7》和中国的共鸣点是什么?

2015-05-06    来源:forbes    【      美国外教 在线口语培训

What Do China And 'Furious 7' Have In Common? Machine Porn.
机械瘾:《速度与激情7》和中国的共鸣点

- 15 days of play.
——上映15天

- Showing on 70% of China’s movie screens, with more than 90,000 show times per day.
——在中国实现70%的银幕上映率,日放映量9万多场。

- $324 million box office.
——3.24亿美元的票房。

Those stats represent a milestone in U.S. box office history: the first time a Hollywood blockbuster has earned more money out of the gate in another country than at home ($320 million domestic box office). China, long the box office territory of the future, has surged into the now.
这些数据是美国票房历史上的一座里程碑:好莱坞大片在某个海外市场的票房收入首次赶超美国本土票房(3.2亿美元)。一直被奉为未来票房必争之地的中国,提前一步迈入了现实。

Projections are Furious 7 could hit $400 million for the territory over the May Day holiday weekend, leaving the previous 2014 record holder – Michael Bay’s “Transformers: Age of Extinction” ($319 million) — a distant second. And that was the fourth in the Paramount Pictures’ “Transformers” franchise.
普遍预计《速度与激情7》(Fast and Furious 7)在中国的票房可能在五一小长假期间突破4亿美元大关,将2014年的纪录保持者——迈克尔·贝(Michael Bay)的《变形金刚4:绝迹重生》(Transformers: Age of Extinction;3.19亿美元)——远远甩到身后。而那还只是派拉蒙影业(Paramount Pictures)《变形金刚》系列中的第四部。

Also remarkable: the Universal Pictures film is the seventh installment in the Furious franchise, not the first, making its success an astounding phenomenon.
同样值得一提的是,这部环球影业(Universal Pictures)影片是《速度与激情》系列的第七而非第一部,因此它的成功更加令人惊叹。

Even better, Comcast CMCSA -1.33%-owned Universal can gloat that its poster child of impossible odds is more than just a unique moment in history – a curiosity-driven segment in the marketplace fueled by the last ride of the franchise’s beloved co-star Paul Walker, tragically killed in a car accident in November 2013. Make no mistake – it was and remains a critical draw because of him. Fans want to see their white knight ride off into the sunset for the last time.
这还不止。令康卡斯特(Comcast)旗下的环球影业沾沾自喜的是,这部出乎所有人意料之外的代表影片并不仅仅标志着一个独一无二的历史时刻——2013年11月,备受喜爱的联合主演保罗•沃克(Paul Walker)死于一场悲剧性的车祸,使该片成为他的最后一次银幕之旅,由此带动了一个由好奇心驱使的细分市场。毫无疑问,正是他成就了该片当初以及日后的吸引力。影迷们都想看看这位白衣骑士最后一次在夕阳中绝尘而去。

But it is not the only factor.
但这并非唯一的因素。

Everyone and their brother have written about this. But perhaps Rob Cain of China Film Biz website sums it up best:
大多数人都撰文讨论过这个问题,但其中当属“中国电影业务”(China Film Biz)网站罗伯·凯恩(Rob Cain)归纳得最为精辟:

Machine Porn.
它解了中国人的“机械瘾”。

It is number 6 on Cain’s list of factors that made Furious 7 a PRC (People’s Republic of China) record holder. In Cain’s summation:
凯恩将《速7》在中国创下记录的原因归结成几个因素,其中“机械瘾”位列第六。他总结道:

“The right movie at the right time. ‘Furious 7’ is precisely the sort of big budget, effects-driven, Hollywood action spectacular that Chinese audiences love best. Sure, superhero movies are nice, but as the ‘Transformers’ franchise has amply demonstrated, what the PRC really wants is machine porn: movies featuring monster machines that race and fly and do gravity defying stunts to save the world. It had been nearly a year since the last such film in this genre, ‘Transformers 4’, had graced China’s screens, so there was a lot of pent-up demand for a film like ‘F7’ when it arrived.”
“合适的电影,出现在合适的时间。《速7》恰恰是中国观众最热衷的那类影片——大制作、特效纷飞的好莱坞动作大片。超级英雄片固然不错,但《变形金刚》系列已经充分证明,中国真正想要的是能够一解其机械瘾的片子:机械怪物追逐、飞行,用解脱重力束缚的特技拯救世界。上一次登陆中国银幕的此类影片还是近一年前的《变4》,因此,及至《速7》上映,市场需求已被压抑多时。”

Makes sense for a communist country that’s enjoying the capitalist spoils of its industrial age. After all it gave us all those films with flying martial arts superstars, a wink to the latest obsession!
对于一个正在享受资本主义战利品的社会主义国家而言,这一切都在情理之中。毕竟,当初正是它带来了那么多武术巨星横飞的电影,岂不与最近大热的影片相映成趣!

Yes, Cain’s list of factors also included: “The Paul Walker factor. Strong word of mouth. First-class promotion (with the significant support of investor China Film Group). Massive release pattern (as noted above.) And, an Advantageous release date (no Hollywood pictures competing for the PRC opening date)” – all of those genius marketing maneuvers.
当然,凯恩的清单上还包括:“保罗·沃克因素。极好的口碑。一流的推广(其中有投资方中国电影集团公司的大力支持)。大规模放映模式。以及优越的上映日期(在中国上映当日无其他好莱坞影片与之竞争)——全都是过人的营销手段。

What this all means is that any thought of Universal packing away this franchise because of Paul Walker or any notion that the rest of the beloved cast want to call it a day, is nuts. “There is absolutely no way that Universal is going to put this golden goose down,” insists Cain. “If the cast doesn’t want to come back, re-boot it with a new cast. Or, do a China spin-off with an all-Chinese cast.” That cattle call turnout would probably be something spectacular in itself! Cain also offers: “Do it with talking cars if necessary for goodness’ sake! Or call me” – he will have a treatment for you Universal.
这一切意味着,所谓环球影业因保罗·沃克之死终结该系列,抑或是其余备受喜爱的原班人马想要退出云云,这些都是胡扯。“环球影业绝不可能放了这只下金蛋的母鸡,”凯恩说,“假如原班人马不愿回归剧组,启用新演员翻拍就行。” 说不定海选本身也能成就一番风景。凯恩还提议:“再不济用会说话的汽车也行啊!不然就给我打电话。”他一定会把环球影业给说服了。

You gotta love a fan’s passion.
粉丝的热情总是令人动容。

Now, for a box office analyst perspective: Paul Dergarabedian, senior media analyst for the box office tracking firm Rentrak, says Furious 7’s strength in China and elsewhere around the world proves that film “is truly the international language.”
再从票房分析的角度看:票房追踪公司Rentrak高级媒体分析师保罗·德加拉伯迪安(Paul Dergarabedian)表示,《速7》在中国和世界其他地方的强劲表现证明,电影“确确实实是一种国际化的语言”。

“Whether you live Beijing, London or Boise Boise,” Dergarabedian notes, this “high-octane cinematic experience that the film delivers and the values of family, loyalty and integrity resonate with all audiences” irrespective of geography.”
“无论你住在北京、伦敦还是博伊西(Boise),” 德加拉伯迪安指出,“电影所带来的这种震撼观影体验,及其体现出来的家庭观、忠贞观及正义感能在所有观众中产生共鸣,它是不分地域的。”

Pull back and consider the international imprimatur overall.
放眼全局,综观国际市场整体态势。

Despite all the viewing options, “the continued growth and ongoing success of the international theatrical marketplace continues to stagger the imagination and inspire long-term success,” he adds.  “In 2014 box office revenues in China rose $1.2 billion to $4.8 billion, an increase of 33 percent over 2013. This makes China the first international market to cross the $4 billion dollar mark ever.”
虽然观影选项众多,但“国际电影市场的持续增长和成功继续突破人们的想象,鼓舞长期成功。”他说,“2014年,中国票房增长12亿美元,达到48亿美元,较2013年增长33%。这使中国成为美国以外第一个突破40亿美元票房大关的市场。”

And this ride – will not be headed for a sunset memory any time soon.
这一趋势可不会这么快就消失在夕阳中。

(forbes)



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