【环球时报综合报道】"今年暑期档票房破40亿（美元）恐怕是不可能了。"《好莱坞报道者》近日撰 文，感叹今年北美暑期档原本期望热卖的好莱坞大片，表现却不及预期。业内人士认为，主要还是缺乏 像前几年《芭比》《头脑特工队2》那样的爆款大片撑起整个大盘。 美国CNBC援引好莱坞业内人士的警告，认为今年好莱坞8月至9月后将陷入颓势，缺乏重量级大片压 阵，即便10月有《创：战神》《真人快打2》等片上映，局面也不会有明显好转，可能要等到11月的 《魔法坏女巫2》和《疯狂动物城2》才会有所起色，而2025年真正的大戏，还得看年底的《阿凡达3： 火与烬》。（董铭） 在今年暑期档（北美为5至8月）开启之前，好莱坞原本对市场抱有乐观的期望，认为今年有望大幅超过 去年的37亿美元，包括《碟中谍8》《侏罗纪世界：重生》《超人》和《神奇4侠：初露锋芒》等都有望 热卖。前期在《我的世界大电影》《星际宝贝史迪奇》和《碟中谍8》的带动下，北美电影市场第二季 度成绩亮眼，票房比去年同期涨了37%。然而在7月之后，北美电影市场开始急速下落，截至8月17日票 房较去年同期下降6%，较2023年同期跌幅更是高达11%，就连漫威的重头戏《神奇4侠：初露 ...

Core Insights - The article discusses the cross-border viral marketing phenomenon of the movie "F1: Fast & Furious," highlighting how a light-hearted TikTok marketing strategy by Warner Bros. Japan unexpectedly gained traction in China, surpassing domestic marketing efforts in terms of engagement [1][3]. Group 1: Marketing Strategies - The marketing strategy for "F1: Fast & Furious" in Japan involved Brad Pitt participating in local cultural activities, which resonated well with the audience and contributed to the film's social media buzz [12]. - The article emphasizes the difference in short video marketing approaches between China and Western countries, noting that while Douyin (Chinese TikTok) relies heavily on PGC and KOL-driven content, TikTok focuses more on UGC, allowing users to be co-creators [5][15]. - UGC-driven marketing has proven effective in the U.S. and Japan, with examples like the viral challenges associated with movies such as "Barbie" and "Megan," showcasing the importance of user participation in content creation [9][12]. Group 2: Industry Trends - The article points out that the film marketing landscape is evolving, with a shift towards more interactive and emotionally engaging content, as seen in successful campaigns for films like "Nezha 2" and "The Breakup List" [16][17]. - The rise of platforms like Xiaohongshu (Little Red Book) indicates a growing reliance on UGC content in film marketing, suggesting that the industry must adapt to create content that encourages user participation [17][18]. - The article concludes that the domestic film industry should learn from the successful strategies employed in Western markets to enhance their short video marketing efforts [19].

Core Viewpoint - The article discusses the issues surrounding the translation of film titles, particularly focusing on the gender implications and the visibility of women in the translated titles, highlighting the need for a more gender-sensitive approach in translation practices [2][11][21]. Group 1: Translation Issues - The translation of the film "Young Woman and the Sea" to "泳者之心" (Heart of the Swimmer) has been criticized for obscuring the female identity central to the story [1][2]. - Previous translations have also faced scrutiny for reinforcing gender stereotypes, such as translating "Madam President" as "总统夫人" (First Lady) instead of "总统女士" (Madam President) [3][11]. - The article emphasizes that many translations prioritize male perspectives, leading to a misrepresentation of female characters and narratives [17][21][24]. Group 2: Feminist Translation Practices - The "秃炮怪字幕组" (Bald Cannon Subtitle Group) has adopted feminist translation strategies, such as renaming shows to reflect a more accurate representation of female characters, like changing "Funny Woman" to "风趣女子" (Funny Woman) [4][19]. - The group has also implemented strategies like "hijacking" and "supplementing" to challenge patriarchal narratives and enhance the visibility of women in translations [29][38]. - The article highlights the importance of maintaining a gender-friendly approach in translation, which includes not altering female characters' language to fit traditional norms [75][76]. Group 3: Cultural and Ideological Implications - The article discusses how translation practices can reflect and perpetuate cultural biases, particularly in the context of gender, where women's identities are often marginalized [17][66]. - It points out that the translation of titles and dialogues can either reinforce or challenge existing power structures, making the role of translators crucial in shaping narratives [62][84]. - The article concludes that the evolution of feminist translation practices is essential for creating a more equitable representation of women in media [27][85].

Core Viewpoint - Hollywood's global market share in the film industry has significantly declined, dropping from over 90% in 2009-2010 to 69.5% in 2024, while China's share has increased from 5.5% to 16.5% during the same period [2][3] Group 1: Decline of Hollywood - Hollywood's global box office share has decreased by 16 percentage points over the past decade, indicating a structural decline in the industry [2][3] - The rise of streaming platforms like Netflix and Disney+ has shifted audience viewing habits, contributing to Hollywood's challenges [3][4] - Labor disputes, including strikes by writers and actors, have further complicated the industry's recovery efforts [3][4] Group 2: Globalization of Film Production - The film production industry has become highly globalized, with Hollywood relying on international collaboration and outsourcing to manage costs [5][7] - Countries like the UK and Canada have become key destinations for Hollywood productions due to lower costs and favorable tax incentives [7][8] - Australia and New Zealand are also significant players in providing production services for international films, with substantial investments in the industry [8] Group 3: Challenges and Future Prospects - The traditional high-risk, low-innovation production model of Hollywood has led to a decline in market tolerance for mid-sized original films [4][9] - The industry faces pressure to innovate and adapt to new technologies, including the impact of artificial intelligence [10][11] - Efforts to revitalize Hollywood, such as tax incentives, are ongoing but face criticism and challenges, indicating a long road ahead for recovery [11]

Group 1 - The core viewpoint of the articles is that President Trump's announcement of a "100% tariff" on films produced outside the U.S. will significantly impact Hollywood and the global film industry [1][2] - In 2024, 65% of the film production budget in the UK will come from the five major U.S. studios and three major streaming giants, totaling £1.37 billion (approximately 13.1 billion RMB), which represents a nearly 50% increase from 2023 [1] - The number of film productions in Los Angeles has decreased by nearly 40% over the past decade, indicating a trend of Hollywood productions moving abroad [1] Group 2 - The UK offers a 25% tax rebate for film productions, making it a more affordable location for filmmakers, as highlighted by actor Brian Cox [1] - Recent high-profile films produced in the UK include "Barbie" and "Jurassic World 3," with the latter saving approximately $111 million by filming in the UK [1][2] - The UK government is actively discussing the implications of Trump's proposed film tariff with U.S. officials, indicating a concern over the potential instability this could create in the film industry [2]