【2010.9.6 华盛顿邮报】中国公司进军好莱坞
【中文标题】中国公司进军好莱坞【原文标题】Chinese firms look to team up with Hollywood
【登载媒体】华盛顿邮报
【来源地址】http://www.washingtonpost.com/wp ... R2010090302853.html
【译者】vertex
【翻译方式】人工
【声明】本翻译供Anti-CNN使用，未经AC或译者许可，不得转载。
【原文库链接】http://bbs.m4.cn/thread-265183-1-1.html
BEIJING - When Scarlett Johansson strode across the screen in "Iron Man 2," she was wearing a form-fitting outfit made by Semir, a Chinese brand and an official sponsor of the blockbuster movie this spring.
当斯嘉丽•约翰逊在“钢铁侠2”的荧幕上亮相的时候，她身着由semir，一个中国品牌设计的合身的全套装备，这个品牌同时是这部春季大片的官方赞助商。
That wasn't the first example of Chinese firms getting in on the Hollywood product placement game. In last year's "Transformers: Revenge of the Fallen," a highway billboard featured another Chinese sportswear company, Metersbonwe.
中国参与好莱坞产品植入游戏这并不是头一遭。去年的电影“变形金刚2”中，高速公路的一个广告牌展示了中国另一家运动装品牌，美特斯邦威。
"More and more Chinese brands would like to get their products placed" in Hollywood films, said Ben Ji, head of Angel Wings Entertainment and the man behind getting Semir clothes into "Iron Man 2." His goal: to get a Chinese car in a James Bond film.
“越来越多的中国品牌希望能将他们的产品植入”好莱坞电影中，天使之翼娱乐公司的老板本吉说，他就是将森马服装植入“钢铁侠2”的幕后推手，正打算将中国汽车引入邦德电影系列。Product placement is just one example of China's new love affair with Hollywood. Chinese production companies are looking to partner with Hollywood firms to make films and manage China's growing number of theaters. Rumors persist that a Chinese company - spurred by the government, which wants to extend the country's "soft power" into the cultural sphere - is on the prowl to buy a U.S. film studio.
产品植入只是中国公司热衷好莱坞事务的其中一项。中国产品公司正与好莱坞公司寻求合作，以便制作电影并管理国内日益增长的电影市场。传闻一家由政府支持的中国公司正在就购买美国电影公司而进行走访，以此将中国的“软实力”拓展至这一文化圈。
The affection is not unrequited. Hollywood producers and directors are flocking to China, looking for scripts, locales and potential investors for the growing number of Chinese and Hollywood "co-productions."
这种热情并不是没有回报的，好莱坞的制片人和导演们纷纷来到中国，寻求剧本、片场和潜在的投资者，应对不断增多的中国和好莱坞和合作影片。
"I run into Hollywood executives here every week," said Jonathan Landreth, the Beijing-based correspondent for the Hollywood Reporter.
“我每周都会在这里撞见好莱坞的老板们，”乔纳森.兰得斯（音）说，他是好莱坞记者报的北京通讯记者。
After recent co-productions such as "The Mummy: Tomb of the Dragon Emperor," China and Hollywood collaborated this year on the hugely successful "The Karate Kid," starring Jackie Chan and Jaden Smith, and "Shanghai," with John Cusack, Gong Li and Chow Yun-Fat (which premiered in Beijing in June to lackluster reviews).
除了近期的合作“木乃伊3：龙帝之墓”外，中国和好莱坞今年合作了卖座大片“功夫梦”，成龙和贾登•史密斯闪亮其中；“上海”（在7月北京首次上映并不叫好）中更有库萨克、巩俐和周润发参演。
In what would be the biggest - meaning costliest - co-produced movie, the U.S. company Hollywood MovieWorks has teamed with Beijing entrepreneur Sheng Boyu, 30, to make "Double Lives," a film about a modern-day treasure hunt for two ancient Chinese swords. The film will star Pierce Brosnan and will be directed by Rob Cohen of "The Mummy," who first became enamored with China when he directed "Dragon: The Bruce Lee Story."
在即将成为最大——在投资上——的合作影片“双刃”中，美国好莱坞电影制作公司和30岁的北京企业家盛博宇进行了合作。这部影片讲述了现代版的对两把中国古剑的寻宝故事。皮尔斯•布鲁斯南将出演，由“木乃伊”的导演罗伯•科恩执导，后者在其执导“李小龙传”时就对中国着了迷。
"Double Lives" has a $100 million budget, and Sheng said the Chinese side and Hollywood will approach it as equals.
“双刃”预算为1亿美元，盛说中美将各担一半。
"Our ratio is 50-50," said Sheng, looking the part of a Hollywood producer in black suit, open-neck black shirt and black Gucci loafers. "My cooperation with Hollywood is an equal cooperation. I think it's a trend that future filmmakers will cooperate and make more co-produced films, and Chinese audiences will enjoy the best of both Chinese and American filmmaking."
“我们的出资比率为50-50，”盛说，其穿着好莱坞制片人一贯的黑色西服，开领黑色车山和黑色古奇便鞋。“我与好莱坞的合作是平等的，将来的趋势是电影人会相互合作并且制作更多联合制作的电影，中国观众则会享受到顶级的中美电影。”
For Chinese filmmakers, Hollywood offers the chance to produce on a wider stage for international audiences and break out of the familiar niche of martial arts films.
对于中国制片人，好莱坞提供了一个面向国际观众创作的舞台，使其摆脱了惯常功夫电影的情形。
For Hollywood, the reason for the sudden interest in China might be described as more mercenary. Hollywood traditionally runs on other people's money - and China has a lot of cash to spread around these days.
而好莱坞对中国突来的热情更多只是为了挣钱。好莱坞一贯都是向钱看——中国这些年有太多的钱了。
"Hollywood would figure out how to shoot in Greenland if they offered the right financial incentive," said Larry Gerbrandt, principal of Media Valuation Partners, a Los Angeles firm that studies the economics of the entertainment industry. "Between the collapse of hedge fund financing and the grinding U.S. recession, coupled with the capital crunch, it has been extremely difficult to fund new productions. To the extent that China offers lower production costs and experienced local talent, that helps."
“如果有足够的资金支持，好莱坞就知道如何在格陵兰拍电影，”Media Valuation Partners的 老板拉里。格兰特说，这家公司研究娱乐业的经济。“伴随着资本紧缩，对冲基金的融资失败和美国经济衰退，投钱拍电影变得十分困难。在这个意义上，中国提供了相对低的生产成本和经验丰富的本地人才，这是十分有利的。”
Monica Chuo, a Los Angeles-based producer and former executive with Paramount, called China "a potential gold mine for all industry sectors, including film. We've all taken a hit, and those intending to survive will have to maneuver and think outside the box."
莫妮卡。楚是洛杉矶制片人和前派拉蒙影业公司执行总裁，称中国是“一切工业领域的潜在金矿，包括电影。我们都会出击，而那些想要生存下来的公司则必须灵活应对，跳出常规思维。”
There are lures besides the investment cash, not least of which is the explosive growth of
box office receipts in China, the fastest-growing film market in the world. According to the
State Administration of Radio, Film and Television, China's box office receipts totaled $780 million in the first half of this year - an 80 percent increase over those from the first half of 2009, with much of that attributed to the colossal success of "Avatar" here. The 2009 box office receipts were up more than 40 percent over 2008's.
除了投资额外还，中国爆炸式增长的票房收入和世界上最快速成长的电影市场都是不小的诱惑。据国家广播电影电视总局，中国今年上半年的电影票房收入为78亿，与2009年上半年比有80%的增长，其中很多要归功于“阿凡达”的巨大成功。2009年票房比2008年增长了40%多。
Ji said that as more newly affluent Chinese go to movies - instead of watching DVDs at home - the number of movie houses being built is soaring. "Two new screens per day - that's crazy!" he said. Foreign companies are allowed to build cinemas in China but not manage them directly, Ji said, adding that he is confident the rule will be relaxed next year.
吉说随着越来越多的中国人去电影院看电影而不是在家看DVD，电影院的数量不断增长。“平均每天两家影院——这可真疯狂！”他说，国外公司可以在中国建影院但并不能直接管理它们，他相信明年这个政策就会放宽。
Ji predicted that China might also relax rules that allow just 20 foreign films a year. An increase in the quota could give further incentive for Hollywood producers to make films that appeal to Chinese audiences.
吉估计中国也会放宽每年20部外国电影的政策。电影数量的增长会刺激好莱坞的制片们制作更多合中国观众胃口的电影。
Co-produced movies do not count as "foreign" films under the quota. Filming and hiring local workers is much cheaper in China than in many other countries.
联合制作的电影在这个规则下并不受“外国电影”的限制。拍摄、雇佣中国工人比其他国家更便宜。
Gerbrandt said that U.S. box office admissions have been stagnant in recent years but that increased ticket prices have helped the industry grow. "Hollywood must open new markets to keep growing, and China and India are obviously the largest," he wrote in an e-mail.
Gerbrandt说近些年美国电影票房收入停滞不前，只是不断增长的电影票价维持行业的发展。“好莱坞必须开拓新市场好保持增长，中国和印度很显然是最大的市场。”
But the governments of both countries object to the content and morals of some Western movies, he said.
但是中印两国政府并不待见西方电影的内容和其代表的精神意义。
Ji has had problems with censorship as Angel Wings has prepared to release its first film this fall, the romantic comedy "Color Me Love." The censors thought one kissing scene was too long and ordered it shortened. "We are very good at self-censorship - very good," said Ji, 43, a veteran of Walt Disney Corp. "The moral thing - that's kind of tricky to figure out."
天使之翼电影公司准备在今年秋季上映其第一部电影，爱情喜剧“爱出色”，但在审查上遇到了问题。审查部门觉得一个接吻镜头太长了要求其变短。“我们的自我审查做得很好的——非常好，”迪斯尼公司的元老，吉说，“道德上的事——很微妙。”
Many in the industry, and industry watchers, are skeptical that a Chinese company will purchase a Hollywood studio soon. Some point to the Japanese giant Sony's $3.4 billion acquisition of Columbia Pictures in 1989, which led to massive losses and a series of big-budget flops in the 1990s.
对于中国公司即将购买一家好莱坞工作室，很多电影业人士和电影业的观察家们都存质疑。一些指出日本企业巨子索尼曾在1989年花34亿购买哥伦比亚电影公司，但损失惨重并在90年代背负了一连串巨额债务。
"China will find Hollywood extremely open to deals, partnerships and investments from Chinese players," Gerbrandt said. "Where it gets much more difficult is for a Chinese company to wind up with an ownership control position in a Hollywood studio."
“中国会发现好莱坞对与中国交易、合作和投资是相当欢迎的，”Gerbrandt说，“对于中国公司，结束在好莱坞片场的控制权倒是会越来越难。”
"The Hollywood infrastructure is very open to other people's money," he added, "but they really only want to do creative deals within the community and to hire from within."
“好莱坞欢迎外资进入，”他说，“但是他们只想同圈内公司做些有意义的交易，同时雇佣自己内部的员工。” {:12_559:}买美国的公司（技术） 拍中国自己的片子
应该不会赔 “好莱坞欢迎外资进入，”他说，“但是他们只想同圈内公司做些有意义的交易，同时雇佣自己内部的员工。” 爱神马就穿神马 ...将中国汽车引入邦德电影...Q6)，不是我妄自菲薄，但我实在不是很有信心，不管是质量还是品牌 然后我们可以看到很多很多的中国式植入广告
"嗲"~~~~
多拍一点的,以后就是广告植入电影了~~~ 最重要的是中国发展自己的电影文化，好莱坞只把中国当成出钱的冤大头！又不是没有植入中国元素同时丑化中国的电影？太讽刺了！能表现真正中国民众渴望的电影广电总局会让拍吗！美国人如果没钱还真看不上和中国合作，因为我们没有文化创新精神 楼上的，咱不能小看国内的电影公司啊，像华谊啦神马的，据说已经坑了好几次好莱坞电影巨头的钱啦
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