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Tag Archives: 品牌植入
从Looper看美国电影业的海外前途
Looper,又名《环形使者》,是近来为数不多的在美国和中国同步上映的所谓“大片”。前有布鲁斯·威利斯这位著名的从美国大片时代就在中国家喻户晓的动作明星,后有Joseph Gordon-Lewitt这位走小文艺小清新路线而受到中国广大文艺女青年喜欢的演员,此片在美国和中国都有良好的市场基础,票房高也是理所应当的事情。 不过和在中国的朋友对了对剧情之后,才发现此片在美国和中国的版本有巨大差别,简直不亚于某些港内合拍片的两个天壤之别的公映版本。首先,美国版里,许晴一言未发,许多镜头,怎么说呢,拍得跟周大福广告似的,搞个特写,或者加个柔光、逆光,许晴画着浓妆,披着头巾,回眸一笑。这个我也能理解,因为笑容、美貌、爱情故事是无国界的,但语言不是。但是据说在国内版本,许晴是说了话了。让许晴说什么呢?就她这个角色在故事中的重要性而言,完全可以通过布鲁斯·威利斯的叙述来表现。许美人的花瓶作用,充分表现了美国观众对亚裔角色的关心程度。 其二是上海2070年的末世景象。西方国家对中国的印象,前几年是绝对倒退一百年的前清风味,恨不得每个人都跟郎世宁的画儿里长得一样。这几年由于金砖四国崛起了,大城市国际化,于是变成了前清风味和末世景象的混合体。基本上是东方明珠顶个球,美女还是云髻高束,男人基本长得跟修美国太平洋铁路的华工照片似的。问题在于,据说中国版本加了无数广告,比如京东苏宁什么的,我在美国影院完全没看见,只看见浦东外滩的云山雾罩和穿梭其中的飞行器,让我想起《云图》的预告片,混合了生活气息和末世情结的怪异景象。 美国人越来越知道海外市场的重要性,这种质朴的方式不失为一个好的开头。我记得在Media agency的时候,有媒体来做提案,说现在有技术可以做到在播放的电视剧里做品牌植入,拍的时候背景是空白,播的时候就可以把金茂大厦挂上我们品牌的户外广告,男女主角在前景你侬我侬,背景就是外滩波光粼粼烟花绽放衬着LED的巨大牌子。然后我突然想到,由于金砖四国如此重要又如此有钱,还有如此良好的群众基础,美国作为一个文化和价值观输出国完全可以这么拍:四国各找一个美女,让布老头子拍四遍,然后去上海、里约、莫斯科和孟买分别取景,CG一画,在每个国家公映就放该国的版本,用该国的美女,插该国的广告,不但海外收入大大增加,赤胆英雄还能谈四遍恋爱,简直是天下一家的解决之道啊。