<figure style="color: inherit; font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; border: 0px; line-height: inherit; margin: 32px -54.2188px 0px 0px; padding: 0px; vertical-align: baseline; clear: both;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; border: 0px; color: inherit; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img alt="." src="http://ichef-1.bbci.co.uk/news/660/cpsprodpb/CC88/production/_93106325_fc9ff311-c5a7-436e-bac4-bba89f7d55e0.jpg" width="976" height="549" data-highest-encountered-width="660" style="color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 645.781px; display: block;" /><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.875rem; line-height: 1.14286; font-family: inherit; border: 0px; color: #ececec; letter-spacing: 0.25px; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">©2016 YNFP</span></span></figure><p style="font-style: inherit; font-weight: bold; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 28px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">《你的名字》票房在中国"爆表"。奇幻爱情迎合90后的逃避心理？入市时机正确？如此成功是不是日本动画在海外昙花一现？</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">日本动画片《你的名字》在国内火红，到了中国是火爆，成为中国有史以来票房最高的日本电影。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">虽然没有好莱坞大明星、没有惊险特技，但是自从12月初公映以来，收入已高达将近7800万美元！</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">如此亮眼，玄机何在？</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline;">逃避心理</strong></p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">43岁的新海诚执导的《你的名字》讲述的是两个少男少女穿越时空、交换身体的爱情故事。沉醉爱河的情人、充满梦幻的剧情抓住了中国观众的想象力。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">想找证据？看看中国"猫眼电影"网站的打分就可以了：平均9.3（满分10分）。一名观众留言说，影片美到无法用语言来描述，每一幕都像是一幅画。</p><figure style="color: inherit; font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; border: 0px; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; border: 0px; color: inherit; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef-1.bbci.co.uk/news/624/cpsprodpb/F398/production/_93106326_b1b41680-c70d-4c4c-86c7-77b9a0393650.jpg" datasrc="http://ichef-1.bbci.co.uk/news/320/cpsprodpb/F398/production/_93106326_b1b41680-c70d-4c4c-86c7-77b9a0393650.jpg" alt="." width="624" height="353" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" /><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.875rem; line-height: 1.14286; font-family: inherit; border: 0px; color: #ececec; letter-spacing: 0.25px; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">MAOYAN.COM</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.75rem; line-height: 1.33333; font-family: inherit; border: 0px; color: #ececec; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">中国粉丝给《你的名字》打9.3分</span></figcaption></figure><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">但是，也许是影片的奇幻性吸引了那些想寻求一点点逃避的中国年轻人。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">一名粉丝说，看这部电影，让他非常怀念自己的青葱岁月，很感动。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline;">时机正确</strong></p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">电影专家认为，《你的名字》正确的入市时机引起了中国年轻人的心理共鸣。《中国电影内幕》分析师Jonathan Papish说，"这是一个爱情故事，针对的是可支配收入比例最高的人群—90后，该年龄段一直在推动票房的火爆。"</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">Papish还说，二次元文化在中国年轻人中越来越流行，《你的名字》很配这个趋势。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">中国有2亿年轻消费者，年轻人娱乐市场预计将快速扩张。根据中国"中信证券"的统计，几年之内，年轻人娱乐市场的规模将翻一番，达到5000亿人民币（760亿美元）。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">Papish说，虽然中国对好莱坞的投入从来没有像现在这么强势（大连万达的投资可以证明这一点），但是中国市场仍然期盼更多好莱坞以外的电影。中国消费者在时装、出行、购买习惯等方面都在寻求国际品味，电影又何尝不是如此？</p><figure style="color: inherit; font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; border: 0px; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; border: 0px; color: inherit; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef-1.bbci.co.uk/news/624/cpsprodpb/11AA8/production/_93106327_7c0e051a-94ea-42c7-9ded-abadd5bd384c.jpg" datasrc="http://ichef-1.bbci.co.uk/news/320/cpsprodpb/11AA8/production/_93106327_7c0e051a-94ea-42c7-9ded-abadd5bd384c.jpg" alt="." width="624" height="351" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" /><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.875rem; line-height: 1.14286; font-family: inherit; border: 0px; color: #ececec; letter-spacing: 0.25px; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">©2016 YNFP</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.75rem; line-height: 1.33333; font-family: inherit; border: 0px; color: #ececec; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">奇幻爱情抓住中国年轻人的想象力</span></figcaption></figure><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline;">昙花一现？</strong></p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">《你的名字》票房直逼7800万美元，取代《哆啦A梦：伴我同行》成为有史以来在中国票房收入最高的日本电影。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">对于动画片制作人来说，这可能只是冰山一角。根据"日本动画协会"的统计，去年，日本动画海外销售增加将近80%，达到将近3亿美元，但是，该协会不能明确其中多大一部分来自中国市场。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">不过，可以确信的一点是：成功无保票。亚洲电影咨询公司Artisan Gateway的总裁Rance Pow说，"日本动画在中国很出名、很受欢迎，但是，并非所有的影片都能有票房成功。"</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">今年在中国发行的11部日本电影中9部是动画片，但其中只有3部票房收入超过2000万美元。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">Pow认为，在中国已经有粉丝基地的日本著名"连锁片"业绩可能会不错，特别是会受到和其中许多角色共同成长起来的00后欢迎的那些。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">不过，日本电影的收入和在中国公映的好莱坞大片相比仍然落后很多：《速度与激情7》票房超过3.5亿美元，《变形金刚4：绝迹重生》2.86亿美元，《疯狂动物城》2.21亿美元。</p><figure style="color: inherit; font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; border: 0px; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; border: 0px; color: inherit; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef-1.bbci.co.uk/news/624/cpsprodpb/141B8/production/_93106328_4b6c8a33-f100-40a7-b993-1ee7a4315cb8.jpg" datasrc="http://ichef-1.bbci.co.uk/news/320/cpsprodpb/141B8/production/_93106328_4b6c8a33-f100-40a7-b993-1ee7a4315cb8.jpg" alt="." width="624" height="351" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" /><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.875rem; line-height: 1.14286; font-family: inherit; border: 0px; color: #ececec; letter-spacing: 0.25px; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">REUTERS</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="font-style: inherit; font-weight: inherit; font-size: 14px; line-height: inherit; font-family: inherit; color: inherit; letter-spacing: inherit; margin: 0px; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; border: 0px !important; padding: 0px !important; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="font-style: inherit; font-weight: inherit; font-size: 0.75rem; line-height: 1.33333; font-family: inherit; border: 0px; color: #ececec; letter-spacing: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">导演新海诚</span></figcaption></figure><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; letter-spacing: inherit; line-height: 1.75; margin: 0px; padding: 0px; vertical-align: baseline;">创新市场</strong></p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">那么，日本动画的目标是外国市场喽？</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">《你的名字》的成功并不仅限于中国，最近它还获得2016年洛杉矶影评协会最佳动画片奖，并有可能提名奥斯卡。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">但是，该片制片人告诉BBC，日本市场仍然是他们的关注重点。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">日本电影发行公司Toho的川村（Genki Kawamura）说，"通常，日本公司可以完全在国内市场运作，所以从商业角度来讲，并不考虑必须去海外。"</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">"但是，配音帮助我们突破了语言障碍，通过动画，我们可以不用大布景、大外景就可以表达大世界、与更多海外受众分享。"</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">海外市场的成功可能成为日本动画业越来越重要的收入来源。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">虽然动画引起日本年轻人的共鸣，但是随着时间推移，日本国内目标受众群的年龄会越来越大，动画的吸引力会逐渐减弱。</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">静冈大学管理与信息学教授竹下（Sejiro Takeshita）说，"2025年，日本65岁以上人口将占总人口的四分之一以上，日本出生率低于德国和所有其他经合组织国家。"</p><p style="font-style: inherit; font-weight: inherit; font-size: 1rem; line-height: 1.75; font-family: inherit; margin-top: 18px; color: #404040; letter-spacing: inherit; border: 0px; padding: 0px; vertical-align: baseline;">"把这些因素综合起来，日本公司最好还是开始考虑向海外扩展、创造新的市场需求。"</p>