中國電影院銷售驟降 消費者正變得更加謹慎
BBC News – Some of the shine has come off the silver screen in China as a 15% fall in cinema attendance in July added to an ongoing box office downturn. The slowdown comes in the wake of more than 50% growth last year.
BBC新聞 – 中國的銀幕光環已經褪去了不少，票房持續低迷，雪上加霜的是，電影院上座率7月份下降了15%。繼去年超過50%的增長後，銷售出現了放緩。
Ticket sales in the three months to June fell by 10%, marking the first drop in as many as five years, box office tracker EntGroup said. Average ticket prices have also fallen to the lowest level in more than five years.
截止到6月份的三個月中，票房收入下降了10%，標誌着5年來的首次下降，票房跟蹤者藝恩說。平均票價也降至5年多來的最低水平。
Box office numbers are regarded as an alternative indicator of consumer mood and economic growth in China. The downturn suggested that Chinese consumers may be feeling the pinch and thus cutting back on discretionary spending. The tourism sector is also seen as providing a similar insight and outbound tourist numbers have been flat this year.
票房數字被認爲是衡量中國消費者情緒和經濟增長的另類指標。票房低迷表明中國消費者可能感到手頭拮据，因此削減了可自由支配的支出。旅遊業也被視爲提供了類似洞見，今年出境遊客數量一直沒有起色。
Matthew Hassan, senior economist at Westpac, said: "If you can rule out other drivers then you'd have to say it's a sign that consumers are becoming more cautious." Taking at Wanda Cinema Line - China's biggest cinema owner - rose 12.8% in the second quarter - far below the 61.4% growth in the first three months.
西太銀行的高級經濟學家馬修.哈桑說：“如果排除其它驅動因素，你就不得不說，這是消費者正在變得更加謹慎的跡象。”中國最大的影院擁有者萬達院線的營業收入第二季度增長12.8%，遠低於第一季度的61.4%。
The world's second-largest economy is trying to reduce reliance on manufacturing and exports and expand consumption and the services sector. China's growth data is thought to be manipulated to meet official targets, meaning alternative measures such as energy consumption or box office takings are also watched by economists.
世界第二大經濟正努力減少對製造業和出口業的依賴，擴大消費和服務業。中國的經濟增長數據被認爲受到了操縱，以達到官方目標，這意味着能源消耗或票房收入等替代衡量指標也受到經濟學家的關注。
Box office takings in China had been expected to soon overtake the US, which remains the world's biggest movie market. Rich Gelfond, chief executive of Imax, the big screen cinema group, said in December he expected China to have more screens and higher ticket revenues than the US by 2017. China has more than 31,627 screens, while the US total is about 39,000. The box office slowdown this year could well delay that milestone.
中國的票房收入有望很快超過美國 – 美國仍然是世界最大的電影市場。巨幕影院集團IMAX首席執行官裏奇.葛爾方去年12月份說，他預計中國到2017年會比美國擁有更多的銀幕和更高的票房收入。中國擁有31627塊以上的銀幕，而美國總共有大約3.9萬塊銀幕。今年票房增速放緩很可能使里程碑的到來延遲。
Chinese investors have been on a buying spree over the past years, taking stakes in a number of western cinema operators and movie companies. Dalian Wanda - the world's biggest cinema operator - owns both AMC Entertainment and the Carmike cinema chains in the US. The Chinese company, led by China's richest man Wang Jianlin, earlier this year also took over Legendary Entertainment, the US maker of blockbuster hits such as Jurassic World, the Dark Knight Batman trilogy and Godzilla.
中國投資者過去幾年中掀起購買狂潮，收購了許多西方影院運營商和電影公司的股權。世界最大的影院運營商大連萬達擁有AMC娛樂以及卡麥克在美國的院線。由中國首富王健林領導的這家中國公司今年年初還收購了出品過《侏羅紀世界》，《黑暗騎士蝙蝠俠》三部曲和《哥斯拉》等賣座大片的美國製片商傳奇娛樂。
