日本動漫《你的名字》為何在中國“大賣”

來源/ BBC編譯/ 趙瑜 浙江大學傳媒學院教授

日本動漫《你的名字》為何在中國“大賣”

來源/ BBC
編譯/ 趙瑜 浙江大學傳媒學院教授

日本動漫電影《你的名字》早先就在日本取得了十分可觀的成績。現在它成了中國票房史上最為成功的日本電影。

盡管沒有大牌的好萊塢明星，也沒有要價昂貴的特技演員，但是自(2016年)12月初面世以來它就已經攬金近7800萬美元。

那么為何《你的名字》會取得這么好的成績呢？英國BBC 的Ashleigh Nghiem對此進行了觀察。

它吸引了逃避現實的中國人

由43歲的新海誠創作和導演的《你的名字》，講述了兩個互換身體的青少年之間的愛情故事。這部涉及了兩個不幸年輕戀人的夢幻影片捕捉了中國觀眾的想象力。

“觀看這部影片使我懷念自己的童年，真的太令我感動了。”一位粉絲說道。

來得及時

電影專家們認為，《你的名字》在正確的時候，撥動了中國年輕人的心弦。

“這部愛情故事的目標觀眾是持有最多可支配收入的群體，也就是所謂的‘90后’一代，他們使得這部電影的票房一路飆升。”中國電影產業分析人士Jonathan Papish表示。

憑借2億年輕消費者，青年娛樂市場正在快速發展。根據中國投資銀行中國國際信托投資公司數據，該市場在未來幾年必定會翻一番，達5000億元。

Papish先生說，中國消費者正在時尚、旅行選擇和購買習慣等方面偏向國際化，那么電影市場為什么會有所不同呢？

日本著名的特許經營，在中國已經建立起了粉絲基礎，特別是新一代伴隨很多年輕人成長起來的許多動畫形象。

但日本電影的收入在中國仍然遠遠落后于大多數好萊塢流行大片。

Your Name: Japanese body-swap fantasy is China cinema hit

Japanese anime film Your Name has 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.

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

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

It's appealing to Chinese looking for escapism

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

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

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

Timing is everything

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

"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.

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 ($76bn; ￡60.6bn) within a few years.

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

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

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