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。