中国电影院销售骤降 消费者正变得更加谨慎

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新闻 – 中国的银幕光环已经褪去了不少，票房持续低迷，雪上加霜的是，电影院上座率7月份下降了15%。继去年超过50%的增长后，销售出现了放缓。

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月份的三个月中，票房收入下降了10%，标志着5年来的首次下降，票房跟踪者艺恩说。平均票价也降至5年多来的最低水平。

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.

票房数字被认为是衡量中国消费者情绪和经济增长的另类指标。票房低迷表明中国消费者可能感到手头拮据，因此削减了可自由支配的支出。旅游业也被视为提供了类似洞见，今年出境游客数量一直没有起色。

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.

西太银行的高级经济学家马修.哈桑说：“如果排除其它驱动因素，你就不得不说，这是消费者正在变得更加谨慎的迹象。”中国最大的影院拥有者万达院线的营业收入第二季度增长12.8%，远低于第一季度的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.

世界第二大经济正努力减少对制造业和出口业的依赖，扩大消费和服务业。中国的经济增长数据被认为受到了操纵，以达到官方目标，这意味着能源消耗或票房收入等替代衡量指标也受到经济学家的关注。

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.

中国的票房收入有望很快超过美国 – 美国仍然是世界最大的电影市场。巨幕影院集团IMAX首席执行官里奇.葛尔方去年12月份说，他预计中国到2017年会比美国拥有更多的银幕和更高的票房收入。中国拥有31627块以上的银幕，而美国总共有大约3.9万块银幕。今年票房增速放缓很可能使里程碑的到来延迟。

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.

中国投资者过去几年中掀起购买狂潮，收购了许多西方影院运营商和电影公司的股权。世界最大的影院运营商大连万达拥有AMC娱乐以及卡麦克在美国的院线。由中国首富王健林领导的这家中国公司今年年初还收购了出品过《侏罗纪世界》，《黑暗骑士蝙蝠侠》三部曲和《哥斯拉》等卖座大片的美国制片商传奇娱乐。