The frequent translation of imported animated films "crash" and "formatting" tires the audience.

the latest Disney and Pixar animated film Journey of Dreams is being released on the mainland, grossing just over 10 million yuan on the first day and nearly quadrupling the box office the next day.

the latest animated film "Journey of Dreams" from Disney and Pixar is being released in the mainland. it grossed only more than 10 million yuan on the first day and nearly quadrupled the box office the next day, and the counterattack curve is even comparable to the domestic animated movie "return of the Great Saints." Many audiences reported that the translation of the film was so misleading that it almost missed the masterpiece because of the stereotyped "Journey around the World" name.

since the 1990s," Toy Story ", produced by Disney Pictures and Pixar Animation Studios, was introduced to the mainland under the name" Toy Story ". A large number of Pixar cartoons have been translated into the "General Mobilization" series: "car Story", "Superman Story", "finding Nemo", "Bug Story", "Food Story Story", "Robot Story". In addition to allowing the audience to be repeatedly "mobilized", the translation of the "strange fate of the ocean", "magic fate", "ice and snow" and other "strange fate" series is also rampant. On the other hand, the Journey of the Flying House and this year's Journey to seek Dreams seem to open up another routine named after the Journey around the World.

the translation of the film title of frequent "car crashes" has commercial considerations in terms of publicity behind it. Film critic Zhang Xiaobei said, "imported films are usually translated into Chinese by the importing company, and the conventional title is adopted like this in order to highlight the continuity of the brand." In other words, such a translation can make Chinese audiences feel "familiar" with the new film, remind them of the standard of the previous film, and ensure the box office of the film to a certain extent.

"for rational audiences who know Pixar and Disney, even if they are dissatisfied with the routines of the title, most of them will choose to watch it, while those who do not know the film itself and the production side will not easily get tired of the title, and what the distribution propagandist will mainly strive for is these marginal audiences." Film critic Flying Bird admitted that considering the psychology of different audiences, publishers often choose this "tacky but effective" naming strategy. Similarly, Zhang Xiaobei also said that due to the limited number of times that most audiences go to the cinema each year, the distribution propagandists mostly "don't go as low as high" in the selection of film titles, taking popular and easy to remember and easily lead to brand associations as the standard.

however, while paying word-of-mouth dividends before the ride, taking the middle route of homogenized naming also runs the risk of covering up the masterpiece. As more and more Pixar works hit the mainland, more viewers began to get tired of the naming of "one-size-fits-all". In the view of Liu Xin, the audience, the translation of "Journey in search of Dreams" reminds her of "the same inspirational story of chasing dreams", when in fact the film is about the theme of family affection. She said bluntly, "I think the loss outweighs the gain in choosing a translation name that deviates from the idea in order to apply the same name as the Journey of the Flying House."

"No matter what kind of strategy is adopted, the selection of the title should not deviate from the content, but should reflect the type characteristics and plot selling points of the film." Zhang Xiaobei said frankly that "Xinda Ya" is still the standard that a good film translation should pursue.

Edit: mary