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  • - Both Apple TV Plus and Disney Plus,

    - 無論是Apple TV Plus還是Disney Plus。

  • launched a few weeks ago.

    幾周前推出的。

  • But despite both launching with roughly the same amount

    但儘管兩者推出的數量大致相同。

  • of new, original TV shows, the only thing

    新的、原創的電視節目,唯一的事

  • people can talk about is Baby Yoda.

    人們可以談論的是嬰兒尤達。

  • (baby cooing)

    (嬰兒咕咕聲)

  • - This is what was causing all the fuss?

    - 這就是引起軒然大波的原因?

  • - [Julia] "The Mandalorian" is easily the most

    - [朱麗婭]"曼陀羅人 "很容易成為最

  • talked about show right now.

    現在談論的節目。

  • Every week, Disney releases a short and sweet

    每週,迪斯尼都會發佈一個短小而貼心的

  • jolt of Star Wars action directly to our TV sets.

    將《星球大戰》的動作直接送到我們的電視機上。

  • We can wake up early every Friday morning

    我們可以在每個星期五的早晨早起

  • and catch up with the Mandalorian

    和追趕曼陀羅人

  • and his adorable sidekick, Baby Yoda.

    和他可愛的小夥伴,尤達寶寶。

  • - [Mandalorian] Bone broth for the little one.

    - [曼陀羅人]小傢伙的骨頭湯。

  • - Twitter is full of gifs, memes are running rampant

    - 微博上到處都是gif,memes橫行無忌

  • and Disney Plus stays in the weekly conversation

    和迪士尼加留在每週的對話中

  • about being the next thing you must absolutely watch.

    關於成為下一個你絕對要看的東西。

  • Apple TV Plus doesn't have this for any of its' shows.

    Apple TV Plus的任何節目都沒有這個功能。

  • "The Morning Show" fizzled out,

    "早間秀 "泡湯了。

  • no one is talking about "See"

    沒有人在說 "看"

  • and Dickinson's fandom is contained to a corner of Tumblr.

    而狄金森的影迷則被控制在Tumblr的一個角落。

  • Even Disney's other series aren't garnering

    即使是迪士尼的其他系列也沒有獲得。

  • too much attention.

    過多的關注。

  • Like "The World According to Jeff Goldblum"

    就像 "傑夫-高布倫筆下的世界"

  • and "High School Musical: The Musical: The Series".

    和 "高中音樂劇:系列"。

  • Yes, that is the actual title.

    是的,這就是實際的標題。

  • "The Mandalorian" is an absolute win for Disney.

    "曼陀羅人 "是迪士尼的絕對勝利。

  • As the streaming service catapults to the front

    隨著流媒體服務的推波助瀾。

  • of people's must have subscriptions.

    的人的必須訂閱。

  • It's also prime example of Disney using Disney Plus

    這也是迪士尼利用Disney Plus的典型例子。

  • to recreate event television in the streaming age.

    來重新打造流媒體時代的賽事電視。

  • And sell you as many t-shirts as possible along the way.

    並沿途賣給你儘可能多的T恤衫。

  • (upbeat techno music)

    (歡快的電子音樂)

  • Of the 10 million people who signed up

    在1000萬報名者中

  • for Disney Plus on launch day,

    為迪斯尼加推出日。

  • at least 2.1 million watched "The Mandalorian".

    至少有210萬人次觀看了《曼陀羅尼》。

  • Research shows it's also the most in demand show

    調查顯示,它也是需求量最大的節目。

  • across the U.S. on any platform.

    在美國各地的任何平臺上。

  • There are entire podcasts dedicated to breaking down

    有整個播客專門分解

  • every episode and recapping each moment

    一集一節

  • is a full time job for entertainment writers again.

    又是娛樂作家的全職工作。

  • It's what critics call event television.

    這就是評論家所說的事件電視。

  • A show that makes everything and everyone

    一場秀,讓一切和大家

  • suddenly stop in order to watch.

    忽然停了下來,為了看。

  • Whether that's "Game of Thrones" on Sunday nights

    無論是週日晚上的 "權力的遊戲"

  • or calling in sick the day a new season

    或在新賽季開始前請病假

  • of "Stranger Things" drops on Netflix.

    的 "奇遇 "在Netflix上投放。

  • The big difference between "Game of Thrones"

    "權力的遊戲 "的最大區別。

  • and "Stranger Things" was how people watched it.

    和 "奇遇 "是人們看的方式。

  • And it gave us a look at how streaming

    它讓我們看到了流媒體如何

  • could differ from cable.

    可能與電纜不同。

  • "Game of Thrones" was a weekly event.

    "權力的遊戲 "是每週一次的活動。

  • This most recent season was a six-week affair

    最近的這一季是為期六週的活動

  • that kept people talking about the show

    讓人們一直在談論這個節目

  • for nearly two months straight.

    連續近兩個月。

  • "Stranger Things" happens all at once.

    "怪事 "一下子就發生了。

  • Excitement tends to die down after two or three weeks.

    興奮的情緒往往在兩三週後就會消失。

  • Basically, after people have binged it.

    基本上,在人們對它進行了賓格化之後。

  • Meanwhile, "Game of Thrones" was pulling in viewers weekly

    與此同時,《權力的遊戲》每週都在拉攏觀眾

  • and kept those viewers.

    並留住了這些觀眾。

  • Boasting record numbers for it's finale.

    擁有創紀錄的收官之作。

  • For a long time, "Stranger Things" existed as an example

    在很長一段時間裡,《奇葩說》都是作為一個例子存在的。

  • of what event television could look like

    活動電視的樣子

  • in the streaming age.

    在流媒體時代。

  • "The Mandalorian" is a shake-up.

    "曼陀羅人 "是一個搖身一變。

  • Disney, echoing TV's more traditional formula

    迪斯尼

  • is releasing its' Disney Plus episodes weekly.

    正在發佈其 "迪斯尼+"每週的劇集。

  • The company could release all of its' episodes at once

    該公司可以一次性發布所有的劇集。

  • but in doing so, risks having "The Mandalorian"

    但這樣做,就有可能出現 "曼陀羅人 "的風險。

  • be another show that people binge

    又是一個讓人狂歡的節目

  • and forget about a week later.

    並在一週後忘記。

  • Instead, and this is the important bit,

    相反,這是重要的一點。

  • Disney is using the show as a launch pad

    迪斯尼正以該劇為發射臺

  • for other holiday sales.

    為其他節日銷售。

  • Think of Disney Plus as an add-on for the company.

    把 "迪士尼+"當成公司的附加產品。

  • Former Amazon Studios analyst, Matthew Ball

    前亞馬遜影業分析師馬修-鮑爾

  • noted that if companies actually want to make money,

    指出,如果企業真的想賺錢。

  • subscription streaming shouldn't even be your real business.

    訂閱流媒體甚至不應該是你真正的業務。

  • Look at "The Mandalorian".

    看看 "曼陀羅人"。

  • The show offers endless merchandising opportunities.

    展會提供了無限的商品銷售機會。

  • Disney, a company whose films help propel

    迪斯尼,這家公司的電影幫助推動了

  • theme park attractions and cruise lines,

    主題公園景點和遊輪線路。

  • knows this game better than most studios.

    比大多數工作室更瞭解這個遊戲。

  • (orchestra playing)

    (管絃樂演奏)

  • Right now, "The Mandalorian" is tantalizing enough

    現在,"曼陀羅人 "已經夠誘人的了。

  • that it keeps people interested

    讓人們對它感興趣

  • and more importantly, keeps them subscribed.

    更重要的是,讓他們訂閱。

  • Using Baby Yoda as incentive isn't something

    用尤達寶寶作為獎勵並不是什麼好事

  • Disney's gonna be able to do,

    迪斯尼要能做到。

  • every single month going forward though.

    雖然每個月都會前進。

  • So, what happens after "The Mandalorian" ends

    那麼,"曼陀羅人 "結束後會發生什麼呢?

  • and Baby Yoda disappears from the weekly discourse?

    尤達寶寶就從每週的話語中消失了?

  • Kevin Mayer, head of Disney's Direct-to-Consumer division

    迪士尼直銷部門負責人凱文-梅爾

  • actually spoke about this exact issue

    其實就是在談這個問題

  • at a recent conference.

    在最近的一次會議上,。

  • - There's a lead time to create really high quality,

    - 要想創造真正的高品質,是有一個週期的。

  • original programming.

    原有的節目。

  • So we have them coming on in a cadence

    所以,我們讓他們以一種節奏來進行

  • that we think is the right cadence.

    我們認為是正確的節奏。

  • We do have more originals that are coming out,

    我們確實有更多的原創作品即將問世。

  • at D23 we announced three or four Marvel series

    在D23展會上,我們宣佈了三四個漫威系列。

  • that are going to start coming out in several months.

    將會在幾個月後開始出來。

  • - Beginning in 2020, Disney will use its Marvel shows

    - 從2020年開始,迪士尼將利用其漫威節目

  • to play into its' big franchise films.

    以發揮到其大的特許經營電影。

  • And then let's look at 2021.

    再來看看2021年的情況。

  • Marvel has four movies that will be released in theaters.

    漫威有四部電影將上映。

  • Between those releases, there are also several Marvel shows

    在這幾個版本之間,還有幾個漫威的節目

  • that will air weekly on Disney Plus.

    將每週在Disney Plus上播出。

  • Some of these shows will also correspond to the events

    其中一些節目還將與下列活動相對應。

  • happening in some of these movies

    這些電影中的一些情況

  • being released in theaters.

    正在上映。

  • For example, "Wanda Vision", a show that centers

    比如,《萬達視界》這檔節目,圍繞著

  • on Scarlet Witch and Vision from the Avengers series

    復仇者聯盟》系列中的緋紅女巫和幻影的故事。

  • is actually gonna play into Doctor Strange 2,

    其實是要演《奇異博士2》的。

  • when those are released in 2021.

    當這些在2021年發佈。

  • Eventually, we're just gonna exist in a non-stop

    最終,我們只是要去存在 在一個不停的。

  • weekly cycle of Disney marketing.

    迪士尼營銷的每週週期。

  • What it means for us, the people who are subscribed

    這對我們這些訂閱者意味著什麼?

  • to Disney Plus or are thinking about it,

    到迪士尼加或正在考慮。

  • is that Disney is gonna want its' streaming service

    是,迪斯尼是要去想其'流媒體服務,

  • to be at the center of weekly conversation.

    以成為每週談話的中心。

  • It might not be Baby Yoda in a few months

    可能幾個月後就不是尤達寶寶了。

  • but there will be something that keeps us talking

    但會有一些東西讓我們繼續討論

  • about Disney Plus week after week

    關於Disney Plus的一週又一週

  • and probably keeps us subscribed.

    並可能讓我們訂閱。

  • Disney isn't the only company trying to keep you subscribed

    迪士尼不是唯一一家試圖讓你訂閱的公司。

  • to their streaming service week after week.

    到他們的流媒體服務,週而復始。

  • Companies like Apple are doing it too.

    蘋果等公司也在做。

  • To see how they're doing it, watch the first episode

    想知道他們是怎麼做的,請看第一集。

  • of The Verge, a Streaming Wars series.

    的The Verge,流戰爭系列。

- Both Apple TV Plus and Disney Plus,

- 無論是Apple TV Plus還是Disney Plus。

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Disney+做了什麼Netflix沒有做的事? (What Disney+ does that Netflix doesn't)

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    林宜悉 發佈於 2020 年 11 月 10 日
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