RIH :: Volume #6

#524: Effect

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«Harry Potter And Philosopher's stone» sparked the collective commercial effect, led many domains related to the publication, movie, game, traveling, diet, clothing, toy and handicraft and accessory. 《哈利波特与魔法石》引发了集体商业效应,涉及到了出版、电影、游戏、旅游、饮食、服饰、玩具以及工艺品和饰品等领众多领域。 In the publishing industry, besides that huge sales book number, the success of movie makes the publisher look askance, even some people found Ryan, wanting him to pick up already discarded the pen, but Ryan with Susan? «Hungry Game» that Corinth cooperates pushed to them. 在出版业,除了那庞大的销售册数外,电影的成功使得更多出版商为之侧目,甚至有些人找到了瑞恩,想要他重新捡起早就扔掉了的笔杆子,而瑞恩则把与苏珊?柯林斯合作的《饥饿游戏》推给了他们。 Can attain the copyright as for whom, must look at the sincerity. 至于谁能拿到出版权,就要看诚意了。 In addition, uses the lifelike unusual zoology and botany and Kui wonderful competition of special effect manufacture regarding the movie , and things of other magic worlds, the past «Abnormity Body» publishing house also reached the new agreement with Ryan, will publish the books that a series of correspond, good to obtain benefits from the market again. 此外,对于电影中用特效制作的栩栩如生的奇特的动植物和魁地奇比赛,以及其他魔法世界的事物,当年的《异形体》出版社也与瑞恩达成了新的协议,会出版一系列相对应的书籍,好再一次从市场上获益。 Meanwhile, because movie sold with the selling well of books greatly, the cartoon business also stares at this market, the dark horse cartoon at a price of 200000000 dollar, attained " Harry Potter » series North America cartoon rights for adaptations over the next ten years. 与此同时,由于电影的大卖和图书的热销,漫画商同样盯上了这块市场,黑马漫画以200000000美元的价格,拿到了《哈利波特》系列未来十年的北美漫画改编权。 However, the one who most makes Ryan surprised is, a Japanese cartoon society looked for North America directly, wanted to attain the cartoon rights for adaptations of Japanese area, was actually rejected by him without hesitation. 不过,最让瑞恩吃惊的是,日本一家漫画社直接找来了北美,想要拿到日本地区的漫画改编权,却被他毫不犹豫的拒绝了。 There is nothing to do with that deep-rooted dislike concept of previous generation, what because the opposite party wants is the rights for adaptations of cartoon H version. 这与前世的那根深蒂固的厌恶观念无关,因为对方想要的是漫画H版的改编权。 Thinks that if the standard sweet orchid smell multi- gold triangle has anything in the cartoon, that simply...... 想想吧,如果格兰芬多黄金三角在漫画中发生什么,那简直…… This type ruins the signboard the matter, Ryan will be will not do absolutely. 这种自砸招牌的事情,瑞恩是绝对不会去做的。 Game, EA is also famous US Skill Electricity Company, when the movie project, at a price of 20000000 dollar, attained «Harry Potter And the Philosopher's stone» exclusive title authorization, the movie opens for a week later, promoted the computer and palm machine version game, was popular with many young people gamer, the data that since they published looked. The sales figure is quite considerable. 游戏方面,EA也就是著名的美国艺电公司,早在电影立项的时候,就以20000000美元的价格,拿到了《哈利波特与魔法石》的独家游戏授权,电影上映一周后,推出了电脑和掌机版游戏,受到了众多青少年游戏爱好者的青睐,从他们公布的数据看。销售情况相当可观。 On the tourism industry, the Disney advantage of being close to somebody, has attained the related authorization of Ryan. 旅游产业上面,迪士尼近水楼台,已经拿到了瑞恩的相关授权。 They in all Disneyland, will construct a magic world that uses ‚Harry Potter’ series as the edition, the reason that because the following movie has not promoted, the construction will be primarily Hogwarts Wizard School of stereotypia temporarily, in view of seven years old to 67-year-old customer segment. Establishment store and characteristics restaurant as well as interactive scenic spot and other facilities. 他们将在所有的迪士尼乐园中,建造一个以‘哈利波特’系列为版本的魔法世界,因为后续电影还没有推出的缘故,建筑暂时将以定型的霍格沃茨魔法学院为主,针对七岁到67岁的消费群体。设置商店、特色餐厅以及互动景点等设施。 But Disney for the entire plan established for three years, besides preliminary Hogwarts Wizard School, will also increase the forest and Hogue Morde small town one after another. 而迪士尼为整个计划设定了三年的时间,除了先期的霍格沃茨魔法学院外,还会陆续增加禁林和霍格莫德瑞小镇。 After completing, the tourist not only can experience Kui strange Bisai here and other movie plot related tour projects, but can also purchase the magic wand and demon robe that oneself admire, even can also visit Dumbledores's office. 建成后,游客不仅能在这里体验魁地奇比赛等电影情节相关的游览项目,还可以购买自己心仪的魔杖和魔袍,甚至还能参观邓布利多的办公室。 Naturally. Most appealing definitely is the strong point of Disneyland, the movie character greatly parade and amusement project, currently being planned has three big categories, is ‚the challenge of dragon’ ‚eagle lead horse has the flight of wing beast’ respectively and ‚the travel of Harry Potter taboo’. 当然。最吸引人的肯定是迪士尼乐园的强项,电影人物大游行和游乐项目,目前正在规划的有三大类别,分别是‘龙的挑战’‘鹰头马身有翼兽的飞行’和‘哈利波特禁忌之旅’。 Disney from the management to the ordinary staff, regarding this has the project of huge public foundation, has the incomparable confidence, moreover plans, once were announced. Brought in the sounds of innumerable applauding. 迪士尼从管理层到普通工作人员,对于这一拥有着庞大公众基础的项目,拥有着无比的信心,而且计划一经公布。就引来了无数叫好的声音。 Diet, were under beyond the related authorization except Burger King and Coca-Cola and other enterprises, in New York, London and Los Angeles and other cities the densely populated communities in big city, «Harry Potter Subject Cafe» and «Harry Potter Subject restaurant» opens the door one after another business. 饮食方面,除去汉堡王和可口可乐等企业得到了相关的授权外,在纽约、伦敦和洛杉矶等大城市的人口密集的社区,《哈利波特主题咖啡厅》和《哈利波特主题餐厅》陆续开门营业。 Successfully across nine and 3/4 platforms, turns the opposite angle lane, entered pasted the full Harry Potter movie original map and hangs all over the related peripheral shop front, in this characteristic environment, has the relaxed mood and mischievous smile. Makes several harmless practical joke, treats as the mystery that the good food of Harry Potter careful preparation the spell brings, deeply buried the strange fantasy of innermost feelings to change into the worry-free reality in this moment. 成功穿过九又四分之三站台,拐进对角巷,就进入了贴满哈利波特电影原图和挂满相关周边的店面,在这独具特色的环境里,带着轻松的心情和促狭的微笑。做几个无伤大雅的恶作剧,把哈利波特精心准备的美食当做魔咒带来的神奇,深埋内心的奇异幻想在这一刻化为了无忧无虑的真实。 Such shop front, enjoyed praise of young people consistently, these contours are close to the good food of movie infinitely, becomes the first choice that many minors dine. 这样的店面,一致受到了青少年的追捧,那些外形无限接近电影的美食,成为了很多未成年人用餐的首选。 Once the cultural industry formed the social phenomenon, not only does not have the national boundary. Also will exceed the industry boundary. 文化产业一旦形成了社会现象,不但没有国界。也会超过行业界限。 „Harry Potter series clothing, takes the venture spirit of individuality style and wisdom as the soul, takes the plot and magic pet as the material, utilizes the Ryan creation the unique background. Advocates the good integration of fashion life and cultural art.” “哈利波特系列服饰,以个性风格和睿智的冒险精神为灵魂,以故事情节和魔幻宠物为素材,运用瑞恩创造的独特的背景。倡导时尚生活和文化艺术的完美结合。” Before this is Disney Store, is mark that the new Harry Potter children's clothing makes, these clothing in first three weeks of sales volumes simply are the astronomical figures, even if following fell, but the sales volume has stabilized, so many that United States main street and small alley are many ‚young sorcerer’, fully explained this point. 这是迪士尼专卖店前,为新上市的哈利波特童装做出的标明,这些服装在前三周的销售量简直就是个天文数字,即便后续出现了下滑,但销量一直稳定,全美大街小巷多出的那么多‘小巫师’,足以说明这一点。 In occupying toy of peripheral quite share, besides the rag doll company of Disney subordinate, world's top three toy manufacturer US , Thailand, Lego and Hasbro respectively by tens of millions US dollar prices, attained the franchise rights of Harry Potter specific toy and related stationery. 在占据周边相当份额的玩具方面,除了迪士尼下属的布偶公司外,世界三大玩具制造商美泰、乐高和孩之宝分别以数千万美元的价格,拿到了哈利波特特定玩具和相关文具的特许经营权。 For example US , Thailand, can He keen and other character Barbie...... 比如美泰,可以将赫敏等人物芭比化…… CMO Alan of Hasbro? Surinder in the interview, once mentioned, „the brand asset like Harry Potter will be unfailing, because it attracts incessantly is the child, but also including adult, what Ryan creation is one can with the toy brand that Barbie is on par with, like this kind of commodity life cycle special long, from at present the echo of market, the Harry Potter fan, is the Ryan supporter, the collection all becomes the natural matter with the Harry Potter related product.” 孩之宝的市场总监艾伦?林德在接受记者采访时,曾经提到,“像哈利波特这样的品牌资产将经久不衰,因为它吸引的不止是儿童,还包括成年人,瑞恩创造的是一个可以与芭比娃娃比肩的玩具品牌,像这类商品生命周期都特别的长,从目前市场的反响来看,无论是哈利波特迷,还是瑞恩的支持者,珍藏所有与哈利波特有关的产品成为了理所当然的事情。” In fact, after the movie opens, in the market presented more than 1500 kinds of toys and stationery, probably the magic wand, the Harry Potter kaleidoscope, pencil case, the flying broom emerged one after another incessantly, its corresponding is that considerable sales volume. 实际上,电影上映后,市场上出现了一千五百多种玩具与文具,像是魔杖、哈利波特万花筒、铅笔盒、飞天扫帚等层出不穷,与之相对应的就是那可观的销量。 Naturally, these exquisite decorations were also popular with young people. 当然,那些精巧的饰物同样受到了青少年们的亲睐。 The badge and Harry Potter of owl falling decoration and Hogwarts Magic School each school on market resting pillow and drinking glass wait/etc., all created extremely high market benefit. 市面上的猫头鹰坠饰、霍格沃茨魔法学校各个学院的徽章、哈利波特的睡枕和水杯等等,全都创造了极高的市场效益。 The television copyright as well as DVD and the recording tape release copyright Disney internal digestion, these two aspect Ryan individuals enjoy 30% gain sharing directly. 还有迪士尼内部消化的电视版权以及DVD和录像带发行版权,这两方面瑞恩个人直接享有百分之三十的利润分成。 Ryan and participates in Time Warner that the movie invested in through Walt Disney of control, created a giant industry chain, did not say exaggeratingly, even now his stony broke, through the shared revenue of Harry Potter series, can still stride in Forbes rich and powerful people ranking quickly. 瑞恩通过掌控的华特迪士尼和参与了电影投资的时代华纳,打造了一条巨大的产业链,毫不夸张的说,就算现在他身无分文,通过哈利波特系列的分成收入,也能很快跨入福布斯富豪排行榜。 «Harry Potter And the Philosopher's stone» North America box office is turning toward 300 million US dollars to make great strides forward, the British box office further pushed onward 30 million pounds, but benefit that the peripheral product brings, enough is movie box office's several times. 《哈利波特与魔法石》的北美票房在向着三亿美元迈进,英国票房进一步挺进了三千万英镑大关,而周边产品带来的效益,足足是电影票房本身的数倍之多。 The movie opens for three weeks later, had has stared at the relevant agency of this industry chain to publish approximate statistics- in brave and beautiful, the gross revenue of «Harry Potter And Philosopher's stone» creating had been close to 2 billion US dollars merely! 电影上映三周后,就有一直盯着这条产业链的相关机构发表了大致的统计数据-仅仅在英美两地,《哈利波特与魔法石》创造的总收益已经接近了二十亿美元！ As the finance and economical class most influential newspapers one of the, «Wall Street Journal» launched the detailed analysis. 作为金融和经济类最具影响力的报纸之一,《华尔街日报》对此展开了详细的分析。 „The success of Harry Potter cannot leave the success mold of brand, it is well known, as the Ryan reputation spreads over the entire world, had " Harry Potter » series books of sufficient quality assurance formed the books best-selling brand, but had Ryan as the brand of support, obtained the approval of mainstream society, had the number the unclear supporter, even obtained the United States teacher and vigorous recommendation of guardian federation.” “哈利波特的成功离不开品牌的成功塑造,众所周知,随着瑞恩的名声传遍全世界,本就有足够质量保证的《哈利波特》系列图书形成了图书畅销品牌,而拥有了瑞恩作为支撑的这个品牌,获得了主流社会的认可,拥有了数之不清的支持者,甚至得到了全美教师和家长联合会的大力推荐。” „Since like this, it has developed its derivation brand again seems easy, Ryan gives the vivid power of books without doubt is the most valuable link, he in the imaginative foundation, guaranteed the individuality of series is prominent and magic subject is very distinct, utilizes his to be commended by countless people mind, builds one to fill just, good, brave and outstanding being approximate in Harry Potter oneself super brand.” “这样以来,它再拓展其衍生品牌就显得手到擒来,其中瑞恩赋予了图书的形象权无疑是最有价值的环节,他在充满想象力的基础上,保证了系列的个性突出以及魔幻主题十分鲜明,运用他那被无数人称赞过的头脑,打造出了一个充满正义、善良、勇敢、能力突出的近似于哈利波特本人的超级品牌。” „This special brand, on the one hand can make the entire series the image strike root in the hearts of the people, on the other hand can let the consumer found the sustenance and expression of mind emotion, completes a more perfect self- experience, will also enable the related derivative to obtain the approval and faith of consumer.” “这种特殊的品牌,一方面能够让整个系列的形象更加深入人心,另一方面能够让消费者在其中找到心灵情感的寄托和表达,完成更完美的自我体验,同时也会使相关衍生品得到消费者的认同和信赖。” „This helps train large numbers of faithful supporters, possibly produces to them affects lifelong, even passes on to from generation to generation the person, but more than ten years that Harry Potter is born verified this point without doubt.” “这有利于培养大批的忠实支持者,对他们可能产生终身影响,甚至传至一代又一代人,而哈利波特诞生的十多年无疑印证了这一点。” „This also makes Ryan revolve many years of establishing brand image, succeeded in building all -around and stereometric formula derivative series, determined position of Harry Potter thoroughly in market.” “这也使得瑞恩围绕着多年建立的品牌形象,成功打造出了全方位、立体式的衍生品系列,彻底确定了哈利波特在市场上的地位。” Actually, although Ryan led this project, is grasping the overall plan trend, but the detailed work is formulates and carries out by the professional, Time Warner and Walt Disney have the rich successful experience in entire industry chain operation. 其实,虽然瑞恩主导了这个项目,也把握着整体计划的走向,但详细的工作都是由专业人士制定和执行,时代华纳和华特迪士尼在全产业链操作方面拥有丰富的成功经验。 From industry chain perspective, although this life Harry Potter birth in his hands, succeeds and propagandizes inseparable, but the quality of series books has enough guarantee, and drew close to young people's design at heart to win the widespread support by the imaginative magic background, laid the good foundation for the development of other following copyrights. 从产业链方面来说,虽然今世哈利波特诞生在他手中,成功与宣传密不可分,但系列图书的质量有足够的保证,以充满想象力的魔幻背景和贴近青少年的心里设计赢得了广泛的支持,也为接下来其他版权的开发奠定了良好的基础。 Ryan thinks that this series that day, is not the books, but includes the movie entire huge industry chain. 瑞恩想到这个系列的那天,为的就不是图书,而是包括电影在内的整条庞大的产业链。 This industry chain big is above the imagination of person. 这条产业链大的超乎人的想象。 The banking industry wants to be authorized, to manufacture the Harry Potter credit card that the young people like...... 银行业想要授权,以制作青年人喜欢的哈利波特信用卡…… The insurance business want to be authorized, when sells the child insurance, in the related explanation has the mark of Harry Potter to ask for the favor of customer. 保险业想要授权,在卖儿童保险的时候,相关说明上带有哈利波特的标记更能讨客户的欢心。 On the pet market, had/left many owls suddenly, they also become in the near future the North American most popular animal...... 就连宠物市场上面,突然间都多出了不少猫头鹰,它们也成为了近期北美最受欢迎的动物…… Quick, the Harry Potter serial products in market were over 10,000 types. 很快,市场上的哈利波特系列产品就超过了一万种。 The commodity upsurge of this straddling of zones, naturally caused the analyses of innumerable expert, many people write to claim, „, if the following movie quality can guarantee, in the future more than ten 20 years, with the Harry Potter related product, can drive 200 billion US dollars economic efficiency.” 这跨界的商品热潮,自然引起了无数专家的分析,有不少人撰文声称,“如果后续的电影质量能够保证,在未来的十几二十年间,与哈利波特相关的产品,能带动2000亿美元的经济效益。” Also some people think, when the movie ends time, Ryan oneself attain 10 billion US dollars shared revenues feeble-mindedly. 还有人认为等到电影终结的时候,瑞恩本人最低能拿到100亿美元的分成收入。 „Ryan sells is not the commodity, but vainly hopes for and creativity.” “瑞恩卖的不是商品,而是梦想和创意。” This is the report from New York Times front page headline, „we can call it the Jenkins effect!” 这是来自《纽约时报》头版头条上的报道,“我们可以称之为詹金斯效应！”
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