好萊塢票房遇冷,創22年來最低票房收入

As Jimmy McMillan might say: “The movie ticket prices are too damn high.” At least, that’s what consumers said to Hollywood this year–that and “most of the movies sucked.” The Los Angeles Times writes that the number of movie tickets sold in the U.S. and Canada is expected to hit 1.26 billion in 2017, which is well below 2016’s 1.31 billion. It’s the fewest amount of tickets sold in a year since 1995, when Toy Story and Batman Forever reigned supreme.

就像Jimmy McMillan可能會說，“現在的電影票真是貴。”至少它說出了消費者的心聲，今年的好萊塢電影“又貴又不好看”。根據《洛杉磯時報》今年美國和加拿大的票房總數估計在12.6億美元，比2016年的13.1億美元差一截。這是自1995年以來票房收入最低的一次，之前的《玩具總動員》和《蝙蝠俠》成了永恆的經典。

What’s going on here? It’s true that there were a few huge breakout successes this year. These include Star Wars: The Last Jedi, Wonder Woman, and Girls Trip. But more than a few of this year’s most anticipated movies–including Alien: Covenant and The Mummy–flopped.

怎麼會落得如此田地？不可否認今年有幾個成功的電影。包括星際大戰系列：《最後的絕地武士》、《神奇女俠》、《嗨翻姐妹行》。但是有不少期待值很高的電影《異形：契約》、《新木乃伊》卻不盡如意。

However, the long-term decline in attendance reflects systemic challenges facing the industry. Audiences are spending less time going to the movies and are consuming more entertainment on small screens and through streaming services such as Netflix and Amazon that are spending billions of dollars on original video content.

然而上座率的長時間的下降，說明電影行業正面臨系統性的挑戰。觀衆們去影院的次數減少，而在手機上觀看流媒體網飛和亞馬遜上花費數十億美元製作的原創內容。

At the same time, while higher ticket prices have helped to offset attendance declines, they have made consumers pickier about what movies they’re willing to go see. And those increasingly discerning consumers turn to social media and Rotten Tomatoes to decide what’s worth their time and money.

同時，不斷攀升的電影票價也讓消費者止步，他們變得精明挑剔，看那些片子值得去影院一看。越來越多的消費者在確定去觀影之前，會現在社交媒體上，或者爛番茄網上看下評分，把錢都花在刀刃上。

It seems that as ticket prices continue to get higher and higher, the only way to pry people away from their streaming services and smartphones–and into multiplexes–is by, well, giving them original, non-retreaded content.

隨着電影票價的不斷攀升，能讓消費者使用流媒體服務，和手機以及多劇場影劇院等這些方式觀影，那就拿出誠意給他們提供原創、而非翻拍的影片。