日本动漫《你的名字》为何在中国“大卖”

来源/ BBC编译/ 赵瑜 浙江大学传媒学院教授

日本动漫《你的名字》为何在中国“大卖”

来源/ BBC
编译/ 赵瑜 浙江大学传媒学院教授

日本动漫电影《你的名字》早先就在日本取得了十分可观的成绩。现在它成了中国票房史上最为成功的日本电影。

尽管没有大牌的好莱坞明星，也没有要价昂贵的特技演员，但是自(2016年)12月初面世以来它就已经揽金近7800万美元。

那么为何《你的名字》会取得这么好的成绩呢？英国BBC 的Ashleigh Nghiem对此进行了观察。

它吸引了逃避现实的中国人

由43岁的新海诚创作和导演的《你的名字》，讲述了两个互换身体的青少年之间的爱情故事。这部涉及了两个不幸年轻恋人的梦幻影片捕捉了中国观众的想象力。

“观看这部影片使我怀念自己的童年，真的太令我感动了。”一位粉丝说道。

来得及时

电影专家们认为，《你的名字》在正确的时候，拨动了中国年轻人的心弦。

“这部爱情故事的目标观众是持有最多可支配收入的群体，也就是所谓的‘90后’一代，他们使得这部电影的票房一路飙升。”中国电影产业分析人士Jonathan Papish表示。

凭借2亿年轻消费者，青年娱乐市场正在快速发展。根据中国投资银行中国国际信托投资公司数据，该市场在未来几年必定会翻一番，达5000亿元。

Papish先生说，中国消费者正在时尚、旅行选择和购买习惯等方面偏向国际化，那么电影市场为什么会有所不同呢？

日本著名的特许经营，在中国已经建立起了粉丝基础，特别是新一代伴随很多年轻人成长起来的许多动画形象。

但日本电影的收入在中国仍然远远落后于大多数好莱坞流行大片。

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.