Cinema economics

　　影院經(jīng)濟(jì)學(xué)

　　Bigger on the inside

　　在里面更大

　　Now showing at your local cinema: operas, circusesand television shows

　　現(xiàn)在正在您當(dāng)?shù)氐挠霸荷嫌车模焊鑴?，馬戲團(tuán)和電視節(jié)目

　　WHOVIANS habitually sit on the sofaor hide behind itto watch their favouritetime-traveller battle Daleks, Cybermen, Zygons and other monsters.

　　WHOVIANS習(xí)慣性地坐在沙發(fā)或隱藏在背后，看著自己喜歡的電影《穿越時(shí)空的少女》與Daleks，賽博人，Zygons和其他怪物戰(zhàn)斗。

　　But on November 23rd thousands of them, all around the world, settled into cinema seats tosee Doctor Who in 3D.

　　但11月23日在世界各地?cái)?shù)千人去電影院看3D版的神秘博士。

　　The 50th-anniversary episode of the Britishtelevision show was screened on 800 big screens in 20 countries at the same time as beingbroadcast on the BBC s channels.

　　英國(guó)電視的50周年慶的插播節(jié)目被20個(gè)國(guó)家的800個(gè)大屏幕在同一時(shí)間正在播出的BBC的頻道所屏蔽。

　　The Doctor s appearance exemplifies the rise of event cinema, in which film theatres showmore than just films.

　　博士的出現(xiàn)證實(shí)了實(shí)景電影的興起，不僅僅是劇院里的電影。

　　Cinema-goers can be thrilled by live sporting events or lulled by arias from the world s greatopera houses.

　　電影觀眾可以通過直播體育賽事感到很興奮，或因世界上最偉大的歌劇院的詠嘆調(diào)感到平靜。

　　They have still been able to see Life and Death in Pompeii and Herculaneum, although theexhibition at the British Museum closed in September.

　　他們?nèi)匀荒軌蚩吹皆邶嬝惡秃諑?kù)蘭尼姆時(shí)期的生和死，雖然大英博物館的展覽在九月就已經(jīng)結(jié)束。

　　Event cinema accounts for only around 1% of global box-office takings, but it is growingquickly.

　　實(shí)景影院只占全球票房收入的1%左右，但它正在迅速增長(zhǎng)。

　　David Hancock of IHS, a research firm, thinks it will bring in $380m this year and maybe $1billion by 2023.

　　調(diào)查公司IHS的大衛(wèi)漢考克認(rèn)為它今年將帶來3.8億美元的收入，到2023年也許可以達(dá)到十億美元。

　　This new breed of programming is made possible by the spread of digital technology.

　　由于數(shù)字技術(shù)的普及使這種類型的編劇成為可能。

　　Cinemas no longer rely on the delivery of 35mm reels, now that pictures can be deliveredover satellite or broadband connections.

　　電影院不再依賴于35mm的膠卷，現(xiàn)在圖片可通過衛(wèi)星或?qū)拵нB接傳輸。

　　Cinema-owners can make fuller use of their screens, and audiences see delights they wouldotherwise miss.

　　影院業(yè)主可以更充分地利用他們的屏幕，和觀眾欣賞已經(jīng)播過的電影。

　　We have a presence in 78 Mexican cities, says Alejandro Ramirez, the boss of Cinepolis,which runs plush cinemas in the Americas and India.

　　我們?cè)谀鞲绲?8個(gè)城市都有，Cinepolis的老板亞歷杭德羅拉米雷斯說，他運(yùn)行在美洲和印度的豪華電影院。

　　In the vast majority of these cities, there is no opera, he notes.

　　在這些城市中絕大多數(shù)沒有劇院，他說。

　　So far this year nearly 300,000 people worldwide have gone to see opera and otheralternative programming, such as Cirque du Soleil 3D, a circus performance, at Cinepolis stheatres.

　　今年到目前為止，全球有近30萬人去看戲劇及其他另類節(jié)目，如 3D太陽(yáng)馬戲團(tuán)，在Cinepolis劇院的馬戲表演。

　　Cinema-owners want to do more than beam in events.

　　影院的老板除了放電影外還想做更多的事。

　　For instance, Tim Richards, the founder of Vue Cinemas, which operates chains in Europe andTaiwan, predicts that theatres will be rented during off-peak hours to video-game players todisplay contests on the big screen.

　　例如，Vue影院的創(chuàng)始人蒂姆理查茲，經(jīng)營(yíng)在歐洲和臺(tái)灣的連鎖店，預(yù)測(cè)劇院將在非高峰時(shí)段出租給視頻游戲玩家在大屏幕上進(jìn)行比賽。

　　We are not trying to displace Hollywood films, he says.

　　我們并不試圖取代好萊塢電影，他說。

　　All we are trying to do is make better use of the assets we have.

　　所有我們正在試圖做的只是更好地利用我們的資產(chǎn)。

　　Finding new uses for screens is a product of economic necessity as well as technologicalopportunity.

　　尋找屏幕新的用途在經(jīng)濟(jì)上很有必要，也是因?yàn)橛屑夹g(shù)的機(jī)遇。

　　Ten years ago Americans and Canadians went to the cinema almost five times a year onaverage; now it is closer to four.

　　十年前，美國(guó)人和加拿大人平均每年去電影院近五次，現(xiàn)在它更接近四次。

　　In America and Europe in particular, at-home film offerings, including video-on-demand, areplentifuland cheaper than a night out.

　　在美國(guó)和歐洲，特別是在家里的家庭影院包括視頻點(diǎn)播很豐富而且比夜晚出去看更便宜。

　　To make that night out worthwhile, cinemas, like ageing starlets, are trying to dollthemselves up.

　　為了讓這個(gè)夜晚值得，電影院，像過氣的小明星試圖讓自己年輕起來。

　　They are installing plusher chairs, many of which recline nearly horizontally.

　　他們正在安裝plusher椅子，其中有許多低的接近水平。

　　AMC, an American chain, has found that these VIP seats decrease theatres capacity bytwo-thirds, but can boost attendances by 90% or more, as well as commanding higherprices.

　　AMC美國(guó)連鎖公司已經(jīng)發(fā)現(xiàn)，這些貴賓席減少劇院的三分之二座位，但可以達(dá)到90%以上的上座率以及更高的價(jià)格。

　　Cinemas have rarely lived by the price of admission alonemargins on popcorn are around80%and many are trying to fatten what they can earn once people are inside the doors.

　　電影院很少只靠門票賺取利潤(rùn)，爆米花的利潤(rùn)率約80%，許多人試圖依靠進(jìn)入影院的人來養(yǎng)肥他們。

　　More cinemas are selling booze, notably in countries where a night at the pictures has usuallybeen a dry affair.

　　很多電影院賣酒，尤其是在一個(gè)晚上都看電影的國(guó)家。

　　In 2011 Matthew Viragh , the founder of Nitehawk Cinema, an independent theatre inBrooklyn, campaigned successfully to overturn a New York state law banning the sale ofalcohol in cinemas.

　　2011年Nitehawk電影院的創(chuàng)始人馬修沃夫，布魯克林一個(gè)獨(dú)立的劇場(chǎng)，成功地推翻紐約州法律禁止在電影院出售酒精。

　　Moviegoers are much likelier to order a second drink than a second tub of popcorn.

　　觀眾更有可能要第二杯喝的而不是第二桶爆米花。

　　Some offer full meals, served by waiters, so that audiences can eat while they watch.

　　有些影院由服務(wù)員服提供正餐，讓觀眾可以一邊吃一邊看電影。

　　Nitehawk even provides dishes suited to the films on show.

　　Nitehawk甚至提供適合播出電影的菜肴。

　　One recent evening a viewing of Kill Your Darlings, a new film about Allen Ginsberg, could beaccompanied by a Beet Generation salad or an Allen in Wonderland cocktail.

　　不久前的一個(gè)晚上上映的《殺死汝愛》，關(guān)于艾倫金斯堡的一個(gè)新電影，可能會(huì)伴隨著甜菜色拉或者艾倫仙境的雞尾酒。

　　Concocting a mouthwatering menu for Whovians may be harder: a Zygon, in the Doctor swords, is a big red rubbery thing covered in suckers, with venom sacs in its tongue. Bonappetit.

　　為Whovians提供一個(gè)令人垂涎的菜單可能會(huì)更難：用醫(yī)生的話說Zygon是一個(gè)大紅色膠狀的東西被一個(gè)大吸盤蓋著，在它的舌頭內(nèi)有毒液囊。祝你有個(gè)好胃口。

　　詞語解釋

　　1.settle into 有頭緒，上正軌

　　We ll launch the weapons the moment they settleinto orbit.

　　一進(jìn)入軌道，我們就發(fā)射武器。

　　To settle into your new house.

　　適應(yīng)你的新住宅。

　　2.able to 能;會(huì)

　　He was even able to build his own home.

　　他現(xiàn)在甚至能建一所自己的房子。

　　How fortunate that he had been able to love!

　　能愛別人是多么幸運(yùn)的一件事!

　　3.account for 說明;導(dǎo)致，引起

　　How do you account for the company s alarmingly high staff turnover?

　　你怎么解釋這家公司高得令人憂慮的人員流動(dòng)率?

　　He said only 200 of the train s 600 passengers had been accounted for.

　　他說火車上的600名乘客中僅有200名乘客的信息得已查明。

　　4.rely on 信賴; 依賴;依靠

　　We rely on corporations like bp to bring us energy.

　　我們依靠像bp這樣的公司來供給我們能源。

　　The firm cannot rely on reputation forever.

　　弘毅不可能永遠(yuǎn)依賴其名聲。

　　Cinema economics

　　影院經(jīng)濟(jì)學(xué)

　　Bigger on the inside

　　在里面更大

　　Now showing at your local cinema: operas, circusesand television shows

　　現(xiàn)在正在您當(dāng)?shù)氐挠霸荷嫌车模焊鑴。R戲團(tuán)和電視節(jié)目

　　WHOVIANS habitually sit on the sofaor hide behind itto watch their favouritetime-traveller battle Daleks, Cybermen, Zygons and other monsters.

　　WHOVIANS習(xí)慣性地坐在沙發(fā)或隱藏在背后，看著自己喜歡的電影《穿越時(shí)空的少女》與Daleks，賽博人，Zygons和其他怪物戰(zhàn)斗。

　　But on November 23rd thousands of them, all around the world, settled into cinema seats tosee Doctor Who in 3D.

　　但11月23日在世界各地?cái)?shù)千人去電影院看3D版的神秘博士。

　　The 50th-anniversary episode of the Britishtelevision show was screened on 800 big screens in 20 countries at the same time as beingbroadcast on the BBC s channels.

　　英國(guó)電視的50周年慶的插播節(jié)目被20個(gè)國(guó)家的800個(gè)大屏幕在同一時(shí)間正在播出的BBC的頻道所屏蔽。

　　The Doctor s appearance exemplifies the rise of event cinema, in which film theatres showmore than just films.

　　博士的出現(xiàn)證實(shí)了實(shí)景電影的興起，不僅僅是劇院里的電影。

　　Cinema-goers can be thrilled by live sporting events or lulled by arias from the world s greatopera houses.

　　電影觀眾可以通過直播體育賽事感到很興奮，或因世界上最偉大的歌劇院的詠嘆調(diào)感到平靜。

　　They have still been able to see Life and Death in Pompeii and Herculaneum, although theexhibition at the British Museum closed in September.

　　他們?nèi)匀荒軌蚩吹皆邶嬝惡秃諑?kù)蘭尼姆時(shí)期的生和死，雖然大英博物館的展覽在九月就已經(jīng)結(jié)束。

　　Event cinema accounts for only around 1% of global box-office takings, but it is growingquickly.

　　實(shí)景影院只占全球票房收入的1%左右，但它正在迅速增長(zhǎng)。

　　David Hancock of IHS, a research firm, thinks it will bring in $380m this year and maybe $1billion by 2023.

　　調(diào)查公司IHS的大衛(wèi)漢考克認(rèn)為它今年將帶來3.8億美元的收入，到2023年也許可以達(dá)到十億美元。

　　This new breed of programming is made possible by the spread of digital technology.

　　由于數(shù)字技術(shù)的普及使這種類型的編劇成為可能。

　　Cinemas no longer rely on the delivery of 35mm reels, now that pictures can be deliveredover satellite or broadband connections.

　　電影院不再依賴于35mm的膠卷，現(xiàn)在圖片可通過衛(wèi)星或?qū)拵нB接傳輸。

　　Cinema-owners can make fuller use of their screens, and audiences see delights they wouldotherwise miss.

　　影院業(yè)主可以更充分地利用他們的屏幕，和觀眾欣賞已經(jīng)播過的電影。

　　We have a presence in 78 Mexican cities, says Alejandro Ramirez, the boss of Cinepolis,which runs plush cinemas in the Americas and India.

　　我們?cè)谀鞲绲?8個(gè)城市都有，Cinepolis的老板亞歷杭德羅拉米雷斯說，他運(yùn)行在美洲和印度的豪華電影院。

　　In the vast majority of these cities, there is no opera, he notes.

　　在這些城市中絕大多數(shù)沒有劇院，他說。

　　So far this year nearly 300,000 people worldwide have gone to see opera and otheralternative programming, such as Cirque du Soleil 3D, a circus performance, at Cinepolis stheatres.

　　今年到目前為止，全球有近30萬人去看戲劇及其他另類節(jié)目，如 3D太陽(yáng)馬戲團(tuán)，在Cinepolis劇院的馬戲表演。

　　Cinema-owners want to do more than beam in events.

　　影院的老板除了放電影外還想做更多的事。

　　For instance, Tim Richards, the founder of Vue Cinemas, which operates chains in Europe andTaiwan, predicts that theatres will be rented during off-peak hours to video-game players todisplay contests on the big screen.

　　例如，Vue影院的創(chuàng)始人蒂姆理查茲，經(jīng)營(yíng)在歐洲和臺(tái)灣的連鎖店，預(yù)測(cè)劇院將在非高峰時(shí)段出租給視頻游戲玩家在大屏幕上進(jìn)行比賽。

　　We are not trying to displace Hollywood films, he says.

　　我們并不試圖取代好萊塢電影，他說。

　　All we are trying to do is make better use of the assets we have.

　　所有我們正在試圖做的只是更好地利用我們的資產(chǎn)。

　　Finding new uses for screens is a product of economic necessity as well as technologicalopportunity.

　　尋找屏幕新的用途在經(jīng)濟(jì)上很有必要，也是因?yàn)橛屑夹g(shù)的機(jī)遇。

　　Ten years ago Americans and Canadians went to the cinema almost five times a year onaverage; now it is closer to four.

　　十年前，美國(guó)人和加拿大人平均每年去電影院近五次，現(xiàn)在它更接近四次。

　　In America and Europe in particular, at-home film offerings, including video-on-demand, areplentifuland cheaper than a night out.

　　在美國(guó)和歐洲，特別是在家里的家庭影院包括視頻點(diǎn)播很豐富而且比夜晚出去看更便宜。

　　To make that night out worthwhile, cinemas, like ageing starlets, are trying to dollthemselves up.

　　為了讓這個(gè)夜晚值得，電影院，像過氣的小明星試圖讓自己年輕起來。

　　They are installing plusher chairs, many of which recline nearly horizontally.

　　他們正在安裝plusher椅子，其中有許多低的接近水平。

　　AMC, an American chain, has found that these VIP seats decrease theatres capacity bytwo-thirds, but can boost attendances by 90% or more, as well as commanding higherprices.

　　AMC美國(guó)連鎖公司已經(jīng)發(fā)現(xiàn)，這些貴賓席減少劇院的三分之二座位，但可以達(dá)到90%以上的上座率以及更高的價(jià)格。

　　Cinemas have rarely lived by the price of admission alonemargins on popcorn are around80%and many are trying to fatten what they can earn once people are inside the doors.

　　電影院很少只靠門票賺取利潤(rùn)，爆米花的利潤(rùn)率約80%，許多人試圖依靠進(jìn)入影院的人來養(yǎng)肥他們。

　　More cinemas are selling booze, notably in countries where a night at the pictures has usuallybeen a dry affair.

　　很多電影院賣酒，尤其是在一個(gè)晚上都看電影的國(guó)家。

　　In 2011 Matthew Viragh , the founder of Nitehawk Cinema, an independent theatre inBrooklyn, campaigned successfully to overturn a New York state law banning the sale ofalcohol in cinemas.

　　2011年Nitehawk電影院的創(chuàng)始人馬修沃夫，布魯克林一個(gè)獨(dú)立的劇場(chǎng)，成功地推翻紐約州法律禁止在電影院出售酒精。

　　Moviegoers are much likelier to order a second drink than a second tub of popcorn.

　　觀眾更有可能要第二杯喝的而不是第二桶爆米花。

　　Some offer full meals, served by waiters, so that audiences can eat while they watch.

　　有些影院由服務(wù)員服提供正餐，讓觀眾可以一邊吃一邊看電影。

　　Nitehawk even provides dishes suited to the films on show.

　　Nitehawk甚至提供適合播出電影的菜肴。

　　One recent evening a viewing of Kill Your Darlings, a new film about Allen Ginsberg, could beaccompanied by a Beet Generation salad or an Allen in Wonderland cocktail.

　　不久前的一個(gè)晚上上映的《殺死汝愛》，關(guān)于艾倫金斯堡的一個(gè)新電影，可能會(huì)伴隨著甜菜色拉或者艾倫仙境的雞尾酒。

　　Concocting a mouthwatering menu for Whovians may be harder: a Zygon, in the Doctor swords, is a big red rubbery thing covered in suckers, with venom sacs in its tongue. Bonappetit.

　　為Whovians提供一個(gè)令人垂涎的菜單可能會(huì)更難：用醫(yī)生的話說Zygon是一個(gè)大紅色膠狀的東西被一個(gè)大吸盤蓋著，在它的舌頭內(nèi)有毒液囊。祝你有個(gè)好胃口。

　　詞語解釋

　　1.settle into 有頭緒，上正軌

　　We ll launch the weapons the moment they settleinto orbit.

　　一進(jìn)入軌道，我們就發(fā)射武器。

　　To settle into your new house.

　　適應(yīng)你的新住宅。

　　2.able to 能;會(huì)

　　He was even able to build his own home.

　　他現(xiàn)在甚至能建一所自己的房子。

　　How fortunate that he had been able to love!

　　能愛別人是多么幸運(yùn)的一件事!

　　3.account for 說明;導(dǎo)致，引起

　　How do you account for the company s alarmingly high staff turnover?

　　你怎么解釋這家公司高得令人憂慮的人員流動(dòng)率?

　　He said only 200 of the train s 600 passengers had been accounted for.

　　他說火車上的600名乘客中僅有200名乘客的信息得已查明。

　　4.rely on 信賴; 依賴;依靠

　　We rely on corporations like bp to bring us energy.

　　我們依靠像bp這樣的公司來供給我們能源。

　　The firm cannot rely on reputation forever.

　　弘毅不可能永遠(yuǎn)依賴其名聲。