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BBC分析动画电影《你的名字》为何受到中国观众的热烈追捧

时间:2017-01-06
核心提示:由新海诚执导的动画电影《你的名字》12月2日在中国上映后,累计票房已突破5.46亿人民币。这一数字超过了《哆啦A梦:伴我同行》创下的日本电影在中国国内上映的最高票房纪录(5.299亿)。

由新海诚执导的动漫产业《你的名字》12月2日在中国上映后,累计票房已突破5.46亿人民币。这一数字超过了《哆啦A梦:伴我同行》创下的日本动漫电影在中国国内上映的最高票房纪录(5.299亿)。该片在豆瓣的评分高达8.6,远高于同期上映的一众大片。是什么原因让这部电影受到中国观众的热烈追捧,一起来看看BBC的分析吧。

《你的名字》在中国大热

Japanese anime film Your Namehas already been a huge success in its own country. And now it has become the country's most successful film yet at the Chinese box office.

日本动画电影电影《你的名字》已经在本土取得了巨大成功。如今它已成为中国电影票房史上最成功的日本电影。

Despite the lack of big-name Hollywood stars or expensive stunts, it has taken nearly $78m since its debut in early December.

尽管没有好莱坞大牌明星或昂贵特技,但是该片自12月初上映以来已经收获了近7800万美元的票房。

So why is it doing so well? The BBC's Ashleigh Nghiem takes a look.

那么,为什么它的表现如此出色呢?英国广播公司的阿什莉 纳姆将带您一探究竟。

It's appealing to Chinese looking for escapism

该片能够吸引有逃避现实想法的中国人

Written and directed by 43-year-old Makoto Shinkai, Your Nameis a love story about two teenagers who swap bodies.

《你的名字》是关于两个互换身体的青少年之间的爱情故事,43岁的新海诚担任该片编剧和导演。

The dreamy drama about missed connections involving young star-crossed lovers has captured the imagination of Chinese audiences.

这部梦幻般的电影讲述了一对不幸的年轻情侣屡次错过的恋情,激发了中国观众的想象力。

For evidence, look no further than the reviews on the Chinese film rating site, maoyan.com - where reviews have averaged 9.3 out of 10.

看看中国电影评分网站猫眼网的评论,这就是证据。《你的名字》的平均评分为9.3,满分10分。

"The film was beautiful beyond words and every shot was like a painting," one cinema goer Taylor wrote.

“这部电影美到无法用语言形容,每一个镜头都像一幅画。”电影观众泰勒写道。

But it is perhaps the element of fantasy that appeals to young Chinese looking for a little escapism.

而也许正是这些梦幻元素吸引了想要逃避现实的中国年轻人。

"Watching this film made me miss the springtime of my youth and that really touched me," said one fan.

一位粉丝说:“看这部电影让我怀念起自己的成长岁月,这真的让我很感动。”

Timing is everything

时机决定一切

Film experts believe Your Namehas struck a chord with young Chinese at just the right time.

电影专家认为,《你的名字》在恰当的时间引起了中国青年的共鸣。

"It's a love story targeted at the demographic with the most amount of disposable income, the so-called 'Post 90s' generation which has been driving the box office boom," said Jonathan Papish, film industry analyst for China Film Insider.

《中国电影内幕》的电影行业分析师乔纳森 帕彼斯表示,“这部爱情电影针对的年龄段观众的可支配收入是最高的,所谓的‘90后’一代带动了电影票房爆火。”

"It also fits well with the ACGN (Anime, Comic, Game, Novel) youth subculture that is growing in popularity in China," MrPapish added.

帕彼斯补充说,“这也与在中国越来越受欢迎的动漫(动画、动画、游戏、小说)青年亚文化非常契合。”

With 200 million young consumers, the youth entertainment market is expanding fast. According to the Chinese investment bank CITIC securities, the market is set to double to 500bn yuan within a few years.

有着2亿年轻消费者的青年娱乐市场正在快速扩张。据中国投资银行中信证券称,青年娱乐市场的价值将在几年内增长一倍,达到5000亿元人民币。

Chinese consumers are looking for an international flavour in their fashion, travel choices and purchasing habits, he says, so why should the film market be any different?

帕彼斯说,在时尚、出行选择和购物习惯方面,中国消费者正寻求国际化的风格,电影市场没有理由会有所不同。

Is it a one-off?

这是昙花一现吗?

With box office ticket sales of nearly $78m, the 2D animation replacesStand By Me Doreamonas the top grossing Japanese film of all time in China.

这部2D动画电影凭借着近7800万美元的票房取代了《哆啦A梦:伴我同行》,成为有史以来在中国最卖座的日本电影。

And that could just be the tip of the iceberg for anime creators.

而这对动漫创作者来说可能只是冰山一角。

Foreign sales of Japanese animation surged almost 80% last year to nearly $300m, according to the Association of Japanese Animations, though it could not say how much of that bump came from China.

日本动画协会称,去年日本动画的海外销售为3亿美元,激增近80%,不过不能肯定这其中有多少是来自中国的。

One thing that's certain though: success is not guaranteed.

但有一点是肯定的:成功不是必然的。

"Japanese anime is well known and popular in China, however not all films achieve box office success," said RancePow, Chief Executive of the Asian film consultancy, Artisan Gateway.

亚洲电影咨询公司艺匠影业首席执行官兰斯 保罗称,“日本动漫在中国颇具知名度和人气,但不是所有日本电影的票房都取得了成功。”

Nine of the 11 Japanese movies released in China this year were animated films but only three of them took in more than $20m in ticket sales.

今年在中国上映的11部日本电影中有9部是动画电影,但是其中只有三部影片的票房销量超过了2000万美元。

Mr Pow believes well-known Japanese franchises that have an established fan base should fare well in China, particularly with millennials who grew up with many of the characters.

保罗认为,已经具有粉丝基础的知名日本动漫在中国应该表现不错,特别是在千禧一代的年轻人中,因为许多角色伴随着他们的成长。

But takings for Japanese films still lag far behind most Hollywood blockbusters in China.

但在中国,日本电影的票房收入仍然远远不及大多数好莱坞大片。

Furious 7raked in more than $350m, Transformers: Age of Extinctionpulled in $286m andZootopiatook $221m in ticket sales.

《速度与激情7》的票房超过3.5亿美元,《变形金刚4:绝迹重生》的票房为2.86亿美元,而《疯狂动物城》的票房为2.21亿美元。

So are foreign markets now anime's goal?

所以,如今动画电影的目标是海外市场吗?

Your Name's success has not been limited to China. It recently won the 2016 Los Angeles Film Critics Association award for the best animated film and is being considered for an Oscar nomination.

《你的名字》的成功不仅限于中国。该片最近拿下了2016年洛杉矶影评人协会大奖的最佳动画电影,并被认为是奥斯卡奖的提名候选。

But Your Nameproducers told the BBC that the Japanese market remained its primary focus.

但《你的名字》的制作公司对英国广播公司称,日本市场仍然是他们的发展重点。

"Usually in Japan, business can be completed domestically, so there was no thinking that you have to go overseas from the business point of view," said Genki Kawamura from the Japanese film distribution company Toho.

日本电影发行公司东宝株式会社的川村元气表示,“在日本,国内市场通常就能满足企业,因此从商业角度来看,没有必要进军海外。”

"But dubbing helped us to overcome language barriers and with animation we can express the big world without a big set or the location, to reach a wider audience abroad."

“但电影配音帮助我们克服了语言障碍,借助漫画我们不需要巨大的布景或场地就可以呈现一个大世界,从而获得更多的海外观众。”

Success overseas looks set to be an increasingly important source of revenue for Japan's anime industry.

在海外取得成功似乎将成为日本电影日益重要的收入来源。

While anime resonates with Japan's young people, its appeal could diminish over time as its target audience at home gets older.

虽然日本的年轻人对动漫很有共鸣,但随着本土目标受众的老去,其吸引力会逐渐消失。

"In 2025, more than a quarter of our population will be over 65 years old and our birth rate is lower than Germany and all OECD nations," said Sejiro Takeshita, Professor of Management and Information at the University of Shizuoka.

日本静冈县立大学信息管理学教授竹下表示,“到2025年,日本65岁以上的人口将超过四分之一,我们的出生率低于德国和经济合作与发展组织的所有成员国。”

"If you combine those together and you're a Japanese company, you better start thinking about expanding overseas to create new demand."

“所以综合这些因素,如果你是一家日本公司,你最好开始考虑海外扩张,以创造新的需求。”

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