创纪录的《摔跤吧，爸爸》票房奇迹，宝莱坞能在中国再现吗？ [美国媒体]

创纪录的《摔跤吧，爸爸》票房奇迹，宝莱坞能在中国再现吗？

Can Record-Breaking Success Of 'Dangal' In China Be Repeated?

【三哥的脑洞营销】

福布斯杂志作者专栏

Suparna Dutt D'Cunha ,   CONTRIBUTOR

苏帕娜·昆哈

2017年6月19日



With China on course to become the world’s biggest box-office market within two years, Bollywood studios have been tripping over each other in their efforts to engage Chinese audiences , who lately are embracing more diverse film genres. This month in a display of what is commercially possible for Bollywood films in the Middle Kingdom, the Aamir Khan-starring Dangal amassed over $180 million, a record for a non-Hollywood title, in China in just six weeks. The film opened in 9,000 theaters in a country that has over 40,000 screens— four times as many as India. In India, the widest possible release a film can get is 5,000 screens.

近两年，中国正在成为全球最大的票房市场。在发现中国观众开始展现对不同类型电影的接受度之后，宝莱坞的电影制片公司也争先恐后地努力吸引中国观众的眼球。本月，阿米尔汗主演的《摔跤吧，爸爸》一片拿下1.8亿美元的票房，为宝莱坞展示了这种可能性。这个只用了6个星期就达到的票房是中国非好莱坞影片票房的新纪录。影片在这个拥有超过40000个大银幕的国家里的9000个电影院上映，这是印度的4倍。在印度，排片最多的电影也只能占据5000个银幕。

Duplicating A Winning Strategy

复制成功道路

Cashing in on the buzz, in September S.S. Rajamouli’s tentpole Baahubali 2, which grossed over $265 million worldwide since its release in April, is opening in China to boost its final tally.

九月份，S.S. Rajamouli的《巴霍巴利王2》也会趁热冲击中国市场。自4月份开始上映起，该片在全球的票房超过了2.65亿美元。中国是它全球票房吸金的最后一站。

Even Bollywood superstar Salman Khan wants in on the action. His film Tubelight, releasing on June 23 during the Eid festival in India, UAE and the U.S., is an anti-war film set against the backdrop of the 1962 China-India conflict, and has Chinese actress Zhu Zhu in a key role, playing the superstar’s love interest. Directed by Kabir Khan, its integral Chinese elements makes it best placed to have an impact on the booming Chinese film market.

宝莱坞巨星萨尔曼汗也对中国市场展示出兴趣。他的新片《黎明前的拉达克》于6月23日在印度、阿联酋以及美国的电影节上映。这是一部反战片，背景是1962年的中印战争。中国演员朱珠也在其中扮演关键角色，和主角有感情纠纷。这部由卡比尔汗导演的电影中的中国元素是其冲击中国市场的最佳助力。

“We want to release Tubelight in China as well, although only a few Indian movies can be released there because of its film import quota,” said Sohail Khan, Salman’s actor-brother who also stars in the film. China’s quota system restricts foreign movie imports to 34 titles a year on a revenue-sharing basis, of which more than 75% are Hollywood films, particularly big-budget branded franchise pictures. China Film Group, the state-film behemoth, is the only sanctioned film importer and takes about 22% of the proceeds for the pleasure. So what’s good for Bollywood is good for the local coffers.

“尽管囿于中国的引进制度，只有少数几部印度电影能够进入中国，我们还是希望在中国上映《黎明前的拉达克》”，片中饰演萨尔曼汗哥哥的索海尔汗说，“中国的配额引进制度限制每年只能引进34部电影，收入分成。而其中的75%以上都是好莱坞片。大公司的大制作特别优先。中影集团这个国有大企业是唯一有资格的引进方，大概会收22%的票房分成。所以宝莱坞得到的好处，也要分给他们。”

Historically, Indian films have done poorly in China, where filmgoers, increasingly expecting quality, have at times been baffled at performers suddenly breaking into elaborate dance routines, a Bollywood trademark. In recent years though, a new wave of films with interesting subject matter, cutting deeper than the star-studded spectacle, have gained popularity in China.

历史上，印度电影在中国的票房一直不佳。观众对质量追求更多，而作为宝莱坞电影的招牌标志，电影中突然的歌舞情节经常让他们不适。不过，近年来的新潮流关注更深刻的题材，放弃明星云集的歌舞剧模式，使得新的印度电影在中国开始受欢迎。

The Indian film industry’s previous biggest hit on the mainland was Aamir Khan’s PK, a science fiction comedy released in 2015, which took in over $17 million. The first Bollywood film said to have broken the “great wall” of the Chinese movie market was 3 Idiots, released in 2011, which earned over $3 million. Bollywood also exported My Name is Khan (2010), Dhoom 3 (2013) and Happy New Year (2014) to China.

上一部在中国取得成功的电影是2015年上映的阿米尔汗的《我滴个神啊》，一部科幻喜剧。当时的票房是1700万美元。而宝莱坞首部突破了中国电影市场“长城”的电影则是2011年的《三个傻瓜》，票房为300万美元。其他在中国上映过的宝莱坞电影还包括我的名字是可汗 (2010), 《幻影车神：魔盗激情》(2013) and 《新年行动》(2014) 。



Increasing Collaboration

增长中的合作

Interestingly, despite testy political ties, India and China have been collaborating to produce films. In February, Kung Fu Yoga, starring martial arts legend Jackie Chan and Bollywood actor Sonu Sood, hauled $244 million in China. Kung Fu Yoga was one of three Chinese-Indian projects commissioned in 2015. The other two projects were Xuan Zang, based on the 7th-century monk’s pilgrimage to India, and Buddies in India, which was comedian Wang Baoqiang’s directorial debut. Recently, Eros International’s Trinity Pictures announced it is co-producing The Zookeeper and Love In Beijing with Chinese production houses Huaxia Film Distribution and Peacock Mountain Culture And Media Ltd.

有意思的是，尽管两国政治龃龉不断，中印在电影方面常有合作。二月的《功夫瑜伽》，一部由传奇影星成龙于宝莱坞的索努·苏德主演的电影，在中国取得了2.44亿美元的票房。《功夫瑜伽》是2015年开始投拍的三部中印合作电影计划之一。另外两个分别是《玄奘》，一个7世纪到印度朝圣的和尚的故事，以及《大闹天竺》，由喜剧演员王宝强首次导演的电影。最近，伊洛斯国际（宝莱坞制片公司）旗下的Trinity Pictures也宣布要与中国的华夏电影发行公司与孔雀山公司合作，拍摄《阿辛哥的奇妙之旅》以及《北京之爱》。

Last month, Dangal performed the great crossover trick so fervently sought by Bollywood. The biopic about an Indian wrestler who allowed his daughters to defy gender norms, training them to become world-class wrestlers drew parallels between Chinese and Indian culture in their preference for boys over girls. It struck a chord with mainland audiences — a new, independent generation wrestling with this tradition. Also, the local word of mouth for the juggernaut has been effusive. Dangal star Aamir Khan currently has over 600,000 fans on his Sina Weibo social media account.

上个月，《摔跤吧，爸爸》在中国和宝莱坞都引发了狂潮。作为一部讲述印度摔跤手帮助他女儿打破性别蕃篱并成为世界级摔跤手的传记性电影，影片反映了中国和印度在文化上的相似性：重男轻女。因此，本片触动了大陆观众的心弦——新时代的年轻人向老旧传统的抗争。此外，宝莱坞巨星在本土的口碑营销也为本片带来了巨大票房。主演阿米尔汗在新浪微博上已经有了60万的粉丝。

Hopes also are sky high for Baahubali 2 -- China’s enduring love of effects-heavy films could work in favor of the tentpole in September. Last year, Baahubali: The Beginning earned over $10 million in the Middle Kingdom. While Salman Khan Films doesn’t have concrete plans for a China release as yet, Tubelight’s tale, which also includes all-but-obligatory tear-jerking, all-singing, all-dancing scenes, could resonate with Chinese audiences.

《巴霍巴利王2》的期待也是巨大的。中国对特效片的长期偏爱可以说为这部九月上映的影片奠定了良好基础。去年，《巴霍巴利王》第一部在中国得到了1000万美元票房。尽管萨尔曼汗的电影还没有敲定在中国上映，但《黎明前的拉达克》自带的催泪歌舞应该也能打动中国观众的心。

Made at a cost of $15 million, Tubelight is already a profitable venture — Sony Music snapped the music rights of the film for $3 million, while NH Studioz bought the Indian theatrical release of the film for $19 million.

《黎明前的拉达克》的制作成本是1500万美元，而它的票房已经回本。索尼音乐用300万美元买下了电影的音乐版权，而NH Studioz已经用1900万美元在印度本地买断发行。