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Cinema economics
影院經濟學
Bigger on the inside
在里面更大
Now showing at your local cinema: operas, circuses and television shows
現在正在您當地的影院上映的：歌劇，馬戲團和電視節目
WHOVIANS habitually sit on the sofa—or hide behind it—to watch their favourite time-traveller battle Daleks, Cybermen, Zygons and other monsters.
WHOVIANS習慣性地坐在沙發或隱藏在背后，看著自己喜歡的電影《穿越時空的少女》與Daleks，賽博人，Zygons和其他怪物戰斗。
But on November 23rd thousands of them, all around the world, settled into cinema seats to see Doctor Who in 3D.
但11月23日在世界各地數千人去電影院看3D版的神秘博士。
The 50th-anniversary episode of the British television show was screened on 800 big screens in 20 countries at the same time as being broadcast on the BBC's channels.
英國電視的50周年慶的插播節目被20個國家的800個大屏幕在同一時間正在播出的BBC的頻道所屏蔽。
The Doctor's appearance exemplifies the rise of event cinema, in which film theatres show more than just films.
博士的出現證實了實景電影的興起，不僅僅是劇院里的電影。
Cinema-goers can be thrilled by live sporting events or lulled by arias from the world's great opera houses.
電影觀眾可以通過直播體育賽事感到很興奮，或因世界上最偉大的歌劇院的詠嘆調感到平靜。
They have still been able to see Life and Death in Pompeii and Herculaneum, although the exhibition at the British Museum closed in September.
他們仍然能夠看到在龐貝和赫庫蘭尼姆時期的生和死，雖然大英博物館的展覽在九月就已經結束。
Event cinema accounts for only around 1% of global box-office takings, but it is growing quickly.
實景影院只占全球票房收入的1％左右，但它正在迅速增長。
David Hancock of IHS, a research firm, thinks it will bring in $380m this year and maybe $1 billion by 2018.
調查公司IHS的大衛·漢考克認為它今年將帶來3.8億美元的收入，到2018年也許可以達到十億美元。
This new breed of programming is made possible by the spread of digital technology.
由于數字技術的普及使這種類型的編劇成為可能。
Cinemas no longer rely on the delivery of 35mm reels, now that pictures can be delivered over satellite or broadband connections.
電影院不再依賴于35mm的膠卷，現在圖片可通過衛星或寬帶連接傳輸。
Cinema-owners can make fuller use of their screens, and audiences see delights they would otherwise miss.
影院業主可以更充分地利用他們的屏幕，和觀眾欣賞已經播過的電影。
We have a presence in 78 Mexican cities, says Alejandro Ramirez, the boss of Cinepolis, which runs plush cinemas in the Americas and India.
我們在墨西哥的78個城市都有，Cinepolis的老板亞歷杭德羅·拉米雷斯說，他運行在美洲和印度的豪華電影院。
In the vast majority of these cities, there is no opera, he notes.
在這些城市中絕大多數沒有劇院，他說。
So far this year nearly 300,000 people worldwide have gone to see opera and other alternative programming, such as Cirque du Soleil 3D, a circus performance, at Cinepolis's theatres.
今年到目前為止，全球有近30萬人去看戲劇及其他另類節目，如 3D太陽馬戲團，在Cinepolis劇院的馬戲表演。
Cinema-owners want to do more than beam in events.
影院的老板除了放電影外還想做更多的事。
For instance, Tim Richards, the founder of Vue Cinemas, which operates chains in Europe and Taiwan, predicts that theatres will be rented during off-peak hours to video-game players to display contests on the big screen.
例如，Vue影院的創始人蒂姆·理查茲，經營在歐洲和臺灣的連鎖店，預測劇院將在非高峰時段出租給視頻游戲玩家在大屏幕上進行比賽。
We are not trying to displace Hollywood films, he says.
我們并不試圖取代好萊塢電影，他說。
All we are trying to do is make better use of the assets we have.
所有我們正在試圖做的只是更好地利用我們的資產。
Finding new uses for screens is a product of economic necessity as well as technological opportunity.
尋找屏幕新的用途在經濟上很有必要，也是因為有技術的機遇。
Ten years ago Americans and Canadians went to the cinema almost five times a year on average; now it is closer to four.
十年前，美國人和加拿大人平均每年去電影院近五次，現在它更接近四次。
In America and Europe in particular, at-home film offerings, including video-on-demand, are plentiful—and cheaper than a night out.
在美國和歐洲，特別是在家里的家庭影院包括視頻點播很豐富而且比夜晚出去看更便宜。
To make that night out worthwhile, cinemas, like ageing starlets, are trying to doll themselves up.
為了讓這個夜晚值得，電影院，像過氣的小明星試圖讓自己年輕起來。
They are installing plusher chairs, many of which recline nearly horizontally.
他們正在安裝plusher椅子，其中有許多低的接近水平。
AMC, an American chain, has found that these VIP seats decrease theatres' capacity by two-thirds, but can boost attendances by 90% or more, as well as commanding higher prices.
AMC美國連鎖公司已經發現，這些貴賓席減少劇院的三分之二座位，但可以達到90％以上的上座率以及更高的價格。
Cinemas have rarely lived by the price of admission alone—margins on popcorn are around 80%—and many are trying to fatten what they can earn once people are inside the doors.
電影院很少只靠門票賺取利潤，爆米花的利潤率約80％，許多人試圖依靠進入影院的人來養肥他們。
More cinemas are selling booze, notably in countries where a night at the pictures has usually been a dry affair.
很多電影院賣酒，尤其是在一個晚上都看電影的國家。
In 2011 Matthew Viragh , the founder of Nitehawk Cinema, an independent theatre in Brooklyn, campaigned successfully to overturn a New York state law banning the sale of alcohol in cinemas.
2011年Nitehawk電影院的創始人馬修沃夫，布魯克林一個獨立的劇場，成功地推翻紐約州法律禁止在電影院出售酒精。
Moviegoers are much likelier to order a second drink than a second tub of popcorn.
觀眾更有可能要第二杯喝的而不是第二桶爆米花。
Some offer full meals, served by waiters, so that audiences can eat while they watch.
有些影院由服務員服提供正餐，讓觀眾可以一邊吃一邊看電影。
Nitehawk even provides dishes suited to the films on show.
Nitehawk甚至提供適合播出電影的菜肴。
One recent evening a viewing of Kill Your Darlings, a new film about Allen Ginsberg, could be accompanied by a Beet Generation salad or an Allen in Wonderland cocktail.
不久前的一個晚上上映的《殺死汝愛》，關于艾倫·金斯堡的一個新電影，可能會伴隨著甜菜色拉或者艾倫仙境的雞尾酒。
Concocting a mouthwatering menu for Whovians may be harder: a Zygon, in the Doctor's words, is a big red rubbery thing covered in suckers, with venom sacs in its tongue. Bon appetit.
為Whovians提供一個令人垂涎的菜單可能會更難：用醫生的話說Zygon是一個大紅色膠狀的東西被一個大吸盤蓋著，在它的舌頭內有毒液囊。祝你有個好胃口。
