評論
打印
Business
商業報道
3D films struggle Flat expectations
預期值過高
3D films, cinema's great hope, have become niche products
電影公司最大的希望—3D電影—讓人失望了
Voldemort looks no prettier in 3D
3D版伏地魔并沒有更好看
TEN years after it took off, Hollywood's biggest film franchise has finally alighted from its broomstick.
十年前首映的好萊塢最大電影系列《哈利波特》，今日終于走向尾聲。
Between July 15th and July 17th Americans shelled out $169m to see Harry Potter and the Deathly Hallows Part 2—a record for any film, in nominal terms.
7月15至7月17日，《哈利波特與死亡圣器 第二部分》從美國人的口袋中掏走了1.69億美元—這是任何影院都無法企及的記錄。
But barely a third of the audience opted to watch the boy wizard battle his snake-faced foe in three dimensions.
但只有僅僅三分之一的觀眾選擇3D版。
Two years ago it seemed as though a new, improved 3D projection system could rescue a film business battered by falling DVD sales.
兩年前3D模式看似可以挽救一個被DVD打得傷痕累累的電影行業。
Fully 71% of the box-office spending on Avatar on its opening weekend, in December 2009, went on the 3D version.
2009年12月，《阿凡達》上映一周就有整整71%的票房來自3D影院。
The 3D showings of Shrek Forever After accounted for 61% of American box-office spending.
《怪物史瑞克》的美國票房有61%來自3D影院。
Cinemas generally charge at least $3 more for a 3D showing—far more than the glasses cost.
一般來說，電影公司會向3D影院的觀眾多收取至少3美元—那副眼鏡遠遠值不了這個價。
This lucrative business is now looking flat.
這個獲利豐厚的行業現在看起來似乎不大樂觀。
Despite rapid growth in digital projectors and 3D-capable screens, the proportion of total box-office spending that goes on 3D has dropped this summer.
且不說數碼投影儀以及3D功能屏幕的發展迅速，今夏3D電影的總票房比例也下降了。
Four of the past five 3D blockbusters—Pirates of the Caribbean, Kung Fu Panda 2, Green Lantern and Harry Potter—made more money from 2D screens on their opening weekend than from 3D ones.
剛剛熱映的五部3D巨片—《加勒比海盜》、《功夫熊貓》、《綠燈俠》以及《哈利波特》—上映第一個星期賺的票房更多來自2D影院，而非3D影院。
That was true of only one widely released 3D film last summer, and none the year before.
去年夏天熱映的唯一一部3D電影的時候，情形也是這樣，前年就不會這么冷淡。
Richard Gelfond, the boss of IMAX, reckons customers have become picky.
IMAX的老總Richard Gelfond認為消費者變得越來越精明了。
People used to see something just because it was in 3D, he says.
過去人們因為3D而選擇3D。他說道。
Now they ask how much pleasure the glasses will add.
現在人們會質疑這副眼鏡能帶來多大的愉悅感。
The explosive Transformers 3 did well in 3D; perhaps the 2D version was not sufficiently headache-inducing.
巨作《變形金剛3》3D版很賣座，也許是2D版的畫面不夠震撼。
The key to three-dimensional profits, then, is to put out hugely popular films with extraordinary special effects.
這樣說來，要讓3D版盈利的關鍵，就是在那些備受歡迎的影片里加入更多特效。
