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Mickey for the new age

邪恶米奇重出江湖

娱乐 来源:21ST
   2009-11-12
【导读】要数迪士尼最具代表性的卡通人物(Cartoon character),相信非米奇老鼠莫属。但家喻户晓的米老鼠也正面临危机,因为新一代美国人对这只性格温驯、样子讨好的卡通鼠似乎越来越不感兴趣。为迎合时下年轻人的口味,迪士尼公司决定兵行险招,把好好先生米奇变成一只脾气暴躁又顽皮的英勇老鼠。

香港迪士尼乐园(Internet)


贺米奇80岁 设计师献时尚米妮(Internet)


The new Mickey shows a mean side.(21ST)


Warren Spector is working on something, something Disney and Spector have been quiet about for a long time. (Internet)

中文 英文 双语

THERE's been a lot going on at Disney. The company announced last Tuesday that, after about 20 years of negotiations, a Disneyland-style theme park is finally coming to the Chinese mainland. Meanwhile, there's another big move underway, maybe a risky one-giving its most remarkable creation, Mickey Mouse, a makeover.
迪士尼正在发生很多变化。经过20年协商,迪士尼于上周二对外宣布将在中国大陆兴建迪士尼主题公园。与此同时,还有一项大工程也在进行中,或许该说是个大挑战--要让迪士尼最著名角色米老鼠大转型!

Eighty-one-year-old Mickey, one of the most familiar Disney character ever, has been redone to star in a new video game, Epic Mickey. It will come out next year for the Wii console. In the game, the old nice, clean character can be ill-tempered and cunning as he traverses a forbidding wasteland.
81岁的米奇可以说是迪士尼史上最广为人知的角色。在新款电子游戏《传奇米老鼠》中,米奇将以全新形象出现。明年,这款游戏机Wii将与世人见面。游戏中,这个以往友善、干净的角色在穿越一篇险恶荒地时却变得臭脾气、奸诈。

"I wanted him to be able to be naughty-when you're playing as Mickey you can misbehave and even be a little selfish," Warren Spector told The New York Times. He's the creative director of Junction Point, a Disney-owned game developer that came up with Epic Mickey.
“我希望它顽皮些,让玩家化身为米奇时,能够做些失礼的行为,甚至有点自私。” Warren Spector在接受《纽约时报》采访时说。他是Junction Point的创意总监,是迪士尼的游戏开发者,也是《传奇米老鼠》的制作人。

For years, Mickey was best known for his bland friendliness. And he's been a character that the Disney Corp. dare not tamper with: a potent corporate symbol of the Disney enterprise, and a perfect example of both cultural phenomenon and commercial success. In 2004, Mickey was rated by Forbes as the world's most valuable character, generating $5.8 billion (39 billion yuan) a year in sales worldwide.
多年来,米奇一直以好好先生闻名。迪士尼集团一直也不敢损害这一角色:因为他不仅是迪士尼公司一个强有力的标志,也是文化现象和商业成功的一大典型案例。2004年,米奇获评《福布斯》世界最具价值形象排行榜第三,一年内在全球销量达58亿美元(390亿元人民币)。

Mickey maintained his unshakeable reputation for decades. But to recent generations of ironic, tech-savvy kids in the US, he has become more of a Disney mascot than a beloved character. This has been shown by the decline in domestic sales. Of Mickey's $5 billion (34 billion yuan) in sales worldwide for 2009, less than 20 percent will come from the US.
过去数十年来,米奇的名望一直是雷打不动的。然而,对当今美国这些喜欢讽刺、技术娴熟的孩子们来说,他更像是迪士尼的吉祥物而非一个受欢迎的角色。这一点从美国国内下滑的销量就不难看出。2009年,米奇在全球的销售额有50亿美元(340亿元人民币),但其中只有不到20%来自美国。

For a generation who grew up on Pixar, DreamWorks and Nickelodeon animations -strong Disney competitors -here's what it's like: They know Mickey Mouse, but may not love him. There are so many new cartoon personalities that seem to drag Mickey down on the list of "most popular cartoon characters" nowadays.
对于伴着Pixar、DreamWorks及Nickelodeon动画长大的一代人来说,(它们都是迪士尼强有力的竞争者),现实是:他们知道米老鼠,但不一定喜欢他。如今,新的卡通形象数不胜数,他们都有可能把米奇从“最受欢迎卡通形象”榜单上拉下来。

You might say that today's children are too mature to like those new naughty characters. But, these characters' sharp personalities help them stand out. Mickey's blandness has almost made his character dumb.
或许,你会说如今的孩子太成熟了,不太喜欢这类新的淘气角色。但是,这些角色鲜明的个性能让他们脱颖而出。而米奇温文尔雅的形象就让他显得很暗淡。

Now, it may sound strange, but when Mickey was first created in 1928 he was a mischievous, amorous "rogue" who got into fights, played practical jokes.
这听起来或许有些奇怪,但是1928年米奇刚出生的时候,他是个调皮、多情的“流氓”,他打架斗殴,还做恶作剧。

By the 1930s, when the US was threatened with a depression and political radicalism, the conservative, communist-hating Walt Disney decided to tone down Mickey's behavior. That was when he created the bland, all-American mouse that Mickey has been ever since.
到了20世纪30年代,美国面临经济萧条和政治激进主义双重威胁。保守的、憎恨共产主义的迪士尼先生决定让米奇的行为"柔和"下来。也正是那时,他创造了这一品牌。自此,米奇成了全美国的老鼠。

But, Disney has continuously failed to profit for years in its theme parks abroad, including Paris and Hong Kong. Disneyland Tokyo is the only theme park outside the US that shows a profit. So, it has started to target the video game market, spending at least $180 million (1.2 billion yuan) on game development this year alone.
虽然过去几年来迪士尼在包括巴黎、香港在内的国外地区建立了主题公园,但却一直没有赢利。东京迪士尼乐园是唯一一个在美国本土外赢利的主题公园。因此,迪士尼开始瞄准电子游戏市场,仅在今年就投资18000万美元(12亿元人民币)在游戏开发上。

That's business. In addition, Disney is trying to recover from its seemingly "failed Americanism". It's overhauling its most identifiable character and finding him a new place in the fast-growing entertainment world.
这就是商业。此外,迪士尼还试图在其看似“失败的美国精神”上东山再起。他们彻底颠覆了最具标志性角色,在飞速发展的娱乐圈为米老鼠找到一个全新的落脚点。

"There's a distinct risk of alienating your core consumer when you tweak a sacred character," Matt Britton, the managing partner of Mr Youth, a New York brand consultant, told The New York Times. "But, at this point, it's a risk Disney has to take."
纽约品牌咨询公司Mr.Youth合伙人Matt Britton在接受《纽约时报》采访时表示:“当你调整这样一个神圣的角色时,很可能会发生其核心消费族群逐渐疏远的风险。但在这一点上,迪士尼不得不冒这个险。”

(Translator & Editor: Sylvie AND Grace)
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辞海拾贝
dumb愚笨的
alienate疏远
console台式游戏机
sacred不可侵犯的
traverse穿越
Americanism美国精神
amorous多情的
bland温和的
cunning奸诈狡猾的
identifiable可辨认的
makeover外表大改造
mascot吉祥物
misbehave行为不端
mischievous顽皮的
overhaul大检修
prank恶作剧
radicalism激进主义
rogue调皮的家伙
tamper篡改
tech-savvy精通科技的
tweak拧曲
villain反派角色
wasteland荒地

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