《星戰(zhàn)8》內地票房不敵《前任3》 中國觀眾原力為何沒覺醒

“Star Wars: The Last Jedi” is a 2017 American epic space opera film written and directed by Rian Johnson. It is the second installment of the “Star Wars” sequel trilogy and the eighth main installment of the “Star Wars” franchise, following “Star Wars: The Force Awakens” (2015). It is produced by Lucasfilm and distributed by Walt Disney Studios Motion Pictures.

《星球大戰(zhàn)8：最后的絕地武士》(2017)是一部由萊恩•約翰遜執(zhí)導并擔任編劇的美國史詩級太空探險題材電影。該片是《星球大戰(zhàn)》續(xù)集三部曲的第二部作品，也是《星球大戰(zhàn)》系列電影的第八部，前一部作品是《星球大戰(zhàn)7：原力覺醒》(2015)?！缎菓?zhàn)8》由盧卡斯影業(yè)制作，迪斯尼電影工作室發(fā)行。

“The Last Jedi” stood at an estimated $1.04 billion around the world just three weeks after its release.

《星戰(zhàn)8》上映僅三周后，全球票房就達到約10.4億美元(約合人民幣67.6億元)。

The latest installment opened to an estimated $28.7 million in China this weekend, according to data from Disney (DIS) shared with CNNMoney by Comscore (SCOR). A local comedy, "The Ex-File: The Return of the Exes," took top spot by raking in $78.7 million.

據迪士尼向CNN財經頻道透露， comScore的統計數據顯示，上周末《星戰(zhàn)8》在中國取得的票房約為2870萬美元(約合人民幣1.87億元)。而中國國產喜劇電影《前任3：再見前任》以7870萬美元(約合人民幣5.1億元)的成績蟬聯票房榜首。

Previous releases of "Star Wars" movies in China have performed better: Comscore said "Rogue One" and "The Force Awakens" earned $30 million and $52 million in their first weekends respectively.

comScore公司稱，此前在中國上映的星戰(zhàn)系列電影《星球大戰(zhàn)外傳：俠盜一號》以及《星球大戰(zhàn)7》表現更佳，首周末票房成績分別為3000萬美元(約合人民幣1.95億元)和5200萬美元(約合人民幣3.38億元)。

While it may be hard for fans to imagine, the hit franchise just hasn't acquired the same fevered frenzy in China that it has elsewhere.

雖然對粉絲來說這可能難以置信，但是這部爆紅的系列電影在中國并沒有像在其他地區(qū)一樣引發(fā)熱潮。

"The historical performance of 'Star Wars' in China has not been earthshaking," said Paul Dergarabedian, senior media analyst at comScore. "'Star Wars' is a cultural phenomenon in the United States and other parts of the world, but in China, the original films did not have a wide theatrical release and were not part of the cinematic culture."

comScore高級媒體分析師保羅•德加拉貝迪安稱：“《星球大戰(zhàn)》系列在中國的過往表現也沒有驚人之處。在美國和全球其他地區(qū)，星戰(zhàn)是一種文化現象。但是在中國，《星球大戰(zhàn)》前幾部電影并沒有在影院大規(guī)模放映，也不是電影文化的組成部分。”

Disney took a more aggressive approach to marketing the movie this time around, from billboards and mobile ads to a star-studded premiere at the Shanghai Disney Resort.

從廣告牌到移動廣告，再到上海迪士尼樂園群星璀璨的首映式，這一次，迪士尼在中國采取了更為激進的營銷方式。

But it may have to be patient in building a local following for the sci-fi blockbuster.

但要想在中國培養(yǎng)一部科幻大片的追隨者，可能必須要有耐心。

"To elevate the brand in China, it may be a matter of consistency more than anything else," said Dergarabedian. "The Force Awakens," for example, had the benefit of "a decades-long buildup" to its release, he noted.

德加拉貝迪安表示：“要在中國提升‘星戰(zhàn)品牌’，持續(xù)性可能是最重要的。例如，《星戰(zhàn)7》在上映時就得益于‘前幾十年的積累’”。