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China
《中國(guó)》版塊
Chaguan
茶館
Weak tea doesn’t sell
淡茶不易賣(mài)
A Chinese-American film star explains why blandly globalised fare flops in China
一位美籍華人電影明星解釋了為什么全球化在中國(guó)遭遇慘敗
Even if it did not boast a character called Captain America, the superhero film “Avengers: Endgame” is a very obviously American spectacle. Beyond its swagger and expensive special effects, the Marvel comic book film series, of which this is the final instalment, celebrates flawed, individualistic superheroes. That the film just broke Chinese box-office records for its opening weekend could lead outsiders to assume that the American and Chinese film markets—the world’s two largest—are converging. In fact China’s film world is becoming more distinctive and self-confident.
超級(jí)英雄電影《復(fù)仇者聯(lián)盟:終局之戰(zhàn)》即使沒(méi)有“美國(guó)隊(duì)長(zhǎng)”這個(gè)角色，也是一個(gè)非常引人注目的美國(guó)奇觀。漫威漫畫(huà)系列電影的最后一部，除了華麗和昂貴的特效外，還頌揚(yáng)了有缺陷的、個(gè)人主義的超級(jí)英雄。在中國(guó)，這部電影剛剛打破首映周末票房紀(jì)錄，這一現(xiàn)象可能會(huì)讓外界猜測(cè)中美電影市場(chǎng)正在趨同化，而中美電影市場(chǎng)是世界上最大的電影市場(chǎng)。事實(shí)上，中國(guó)電影正變得越來(lái)越獨(dú)特和自信。
Hollywood producers have bet fair sums of money, over the years, on the idea that American and Chinese audiences are not so very different, and will laugh, weep and cheer at the same, carefully globalised movies. China has a habit of proving them wrong. The “Avengers” series has a large but distinctive set of fans in China, who often say they love the films precisely because they identify with its misfit heroes, struggling with a harsh, judgmental world.
多年來(lái)，好萊塢制片人已經(jīng)投入了大量資金，他們認(rèn)為美國(guó)觀眾和中國(guó)觀眾并沒(méi)有太大不同，他們會(huì)為同一部精心打造的全球化電影歡笑、哭泣和歡呼。通常，中國(guó)會(huì)證明他們錯(cuò)了。《復(fù)仇者聯(lián)盟》系列電影在中國(guó)擁有龐大而獨(dú)特的粉絲群體，他們經(jīng)常說(shuō)，他們喜歡這系列電影，正是因?yàn)樗麄冋J(rèn)同與所處環(huán)境格格不入的英雄們，他們?cè)谝粋€(gè)殘酷、批判的世界中掙扎前行。
Over 1.7bn cinema tickets were sold in China last year, a domestic record. Most sales were driven by locally made hits in which the stories ranged from Chinese military heroics overseas (“Operation Red Sea”) to a bittersweet drama about cancer (“Dying to Survive”). Though Hollywood had a respectable 2018 worldwide, revenues in China for imported films were down year on year.
去年中國(guó)電影票房超過(guò)17億，創(chuàng)下國(guó)內(nèi)紀(jì)錄。大部分銷(xiāo)量都是由國(guó)產(chǎn)大片推動(dòng)的，其中包括將中國(guó)在海外的軍事英雄事跡的《紅海行動(dòng)》，以及一部關(guān)于癌癥的悲喜交加的劇情片《我不是藥神》。盡管好萊塢在2018年的全球票房表現(xiàn)不俗，但進(jìn)口電影在中國(guó)的營(yíng)收卻在逐年下降。
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