经济学人303:影院经济学 在里面更大

　　Business

商业报道

Cinema economics

影院经济学

Bigger on the inside

在里面更大

Now showing at your local cinema: operas, circuses and television shows

现在正在您当地的影院上映的：歌剧，马戏团和电视节目

WHOVIANS habitually 1 sit on the sofa—or hide behind it—to watch their favourite time-traveller battle Daleks, Cybermen, Zygons and other monsters.

WHOVIANS习惯性地坐在沙发或隐藏在背后，看着自己喜欢的电影《穿越时空的少女》与Daleks，赛博人，Zygons和其他怪物战斗。

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

但11月23日在世界各地数千人去电影院看3D版的神秘博士。

2_副本.jpgThe 50th-anniversary episode of the British television show was screened on 800 big screens in 20 countries at the same time as being broadcast on the BBC's channels.

英国电视的50周年庆的插播节目被20个国家的800个大屏幕在同一时间正在播出的BBC的频道所屏蔽。

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

博士的出现证实了实景电影的兴起，不仅仅是剧院里的电影。

Cinema-goers can be thrilled by live sporting events or lulled 2 by arias 3 from the world's great opera houses.

电影观众可以通过直播体育赛事感到很兴奋，或因世界上最伟大的歌剧院的咏叹调感到平静。

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

他们仍然能够看到在庞贝和赫库兰尼姆时期的生和死，虽然大英博物馆的展览在九月就已经结束。

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

实景影院只占全球票房收入的1％左右，但它正在迅速增长。

David Hancock of IHS, a research firm, thinks it will bring in $380m this year and maybe $1 billion by 2018.

调查公司IHS的大卫·汉考克认为它今年将带来3.8亿美元的收入，到2018年也许可以达到十亿美元。

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

由于数字技术的普及使这种类型的编剧成为可能。

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

电影院不再依赖于35mm的胶卷，现在图片可通过卫星或宽带连接传输。

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

影院业主可以更充分地利用他们的屏幕，和观众欣赏已经播过的电影。

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

我们在墨西哥的78个城市都有，Cinepolis的老板亚历杭德罗·拉米雷斯说，他运行在美洲和印度的豪华电影院。

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

在这些城市中绝大多数没有剧院，他说。

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

今年到目前为止，全球有近30万人去看戏剧及其他另类节目，如 3D太阳马戏团，在Cinepolis剧院的马戏表演。

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

影院的老板除了放电影外还想做更多的事。

For instance, Tim Richards, the founder 4 of Vue Cinemas, which operates chains in Europe and Taiwan, predicts that theatres will be rented during off-peak hours to video-game players to display contests on the big screen.

例如，Vue影院的创始人蒂姆·理查兹，经营在欧洲和台湾的连锁店，预测剧院将在非高峰时段出租给视频游戏玩家在大屏幕上进行比赛。

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

我们并不试图取代好莱坞电影，他说。

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

所有我们正在试图做的只是更好地利用我们的资产。

Finding new uses for screens is a product of economic necessity as well as technological 5 opportunity.

寻找屏幕新的用途在经济上很有必要，也是因为有技术的机遇。

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

十年前，美国人和加拿大人平均每年去电影院近五次，现在它更接近四次。

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

在美国和欧洲，特别是在家里的家庭影院包括视频点播很丰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 doll themselves up.

为了让这个夜晚值得，电影院，像过气的小明星试图让自己年轻起来。

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

他们正在安装plusher椅子，其中有许多低的接近水平。

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

AMC美国连锁公司已经发现，这些贵宾席减少剧院的三分之二座位，但可以达到90％以上的上座率以及更高的价格。

Cinemas have rarely lived by the price of admission alone—margins on popcorn 6 are around 80%—and many are trying to fatten 7 what they can earn once people are inside the doors.

电影院很少只靠门票赚取利润，爆米花的利润率约80％，许多人试图依靠进入影院的人来养肥他们。

More cinemas are selling booze, notably 8 in countries where a night at the pictures has usually been a dry affair.

很多电影院卖酒，尤其是在一个晚上都看电影的国家。

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

2011年Nitehawk电影院的创始人马修沃夫，布鲁克林一个独立的剧场，成功地推翻纽约州法律禁止在电影院出售酒精。

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

观众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.

有些影院由服务员服提供正餐，让观众可以一边吃一边看电影。

Nitehawk even provides dishes suited to the films on show.

Nitehawk甚至提供适合播出电影的菜肴。

One recent evening a viewing of Kill Your Darlings, a new film about Allen Ginsberg, could be accompanied by a Beet 9 Generation salad or an Allen in Wonderland cocktail 10.

不久前的一个晚上上映的《杀死汝爱》，关于艾伦·金斯堡的一个新电影，可能会伴随着甜菜色拉或者艾伦仙境的鸡尾酒。

Concocting 11 a mouthwatering menu for Whovians may be harder: a Zygon, in the Doctor's words, is a big red rubbery thing covered in suckers, with venom 12 sacs in its tongue. Bon appetit.

为Whovians提供一个令人垂涎的菜单可能会更难：用医生的话说Zygon是一个大红色胶状的东西被一个大吸盘盖着，在它的舌头内有毒液囊。祝你有个好胃口。