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迪士尼准备战争

Disney Prepares for War

这里是L2 我们预测Netflix将成为下一个“马男”
Here at L2, we predicted Netflix would be the next Horseman.
不同年龄段的消费群体 特别是50多岁的人之间
Consumers who stream TV shows are increasing across age groups,
收看流媒体电视节目的人数呈增长态势
especially among people in their 50s.
在美国 相对于有线电视 订阅Netflix的人更多
More Americans subscribe toNetflix than cable television.
是的没错 更多人订阅Netflix 而不是有线电视
Yes, more people Netflix than cable TV.
而Netflix却被卷入了商业竞争
But Netflix is getting competition.
迪士尼花费660亿美元购入了21世纪福克斯公司
Disney’s 66 billion dollar acquisitionof 21st Century Fox
这可能使其成为能单枪匹马同Netflix和亚马逊竞争的对手
could make the mouse a viable competitorto Netflix and Amazon.
迪士尼规模庞大 战略深远 资金通畅具有开发优质产品的领导力
Disney’s the only old economy firm withthe scale, stones, access to capital,
是独一无二的老牌公司
and leadership to develop a prime-like offering.
在重大科技领域 它的地位日益提升想听证据?
Proof of its growing status in big tech?
本月 桑德博格和多尔西宣布
Sandberg and Dorsey announced this monththey would not continue
他们不会留在迪士尼董事会继续盘点利益冲突了
to be on Disney’s board citing conflicts of interest.
迪士尼干货满满
Disney has a lot of content.
最近发行的一百部电影的票房总收入中
Of the last 100 movies released,
福克斯和迪士尼占了近一半
Fox and Disney account for almosthalf of box office gross.
去年 迪士尼宣布
Disney announced last year,
2019年将不再于Netflix平台播放电影
it would stop streaming movies on Netflix in 2019
届时 其将筹划推出自主的流媒体服务
when it plans to launch its own streaming service.
收购福克斯后 迪士尼将拥有Hulu60%的股份
Post-Fox acquisition, Disney will own 60% of Hulu
并借助其九年来的流媒体平台经验 全新启航
and starts with 9 years of experiencewith streaming platforms.
Netflix做出了回应
Netflix is responding.
它计划于今年发行80部原创电影
The company plans to release 80 original films this year –
即使与2016年大型电影公司发行的电影的总数比较 这个数字也很庞大
a lot of movies even in the contextof the big studios’ 2016’s numbers.
感觉战争要打响了?
See a war coming?
这将是Amazon Netflix 和Disney的三强争霸
It’s going to beAmazon vs. Netflix vs. Disney.
[音乐]
[Music ]
谁才是流媒体之战的败者?电影院
Who’s losing the streaming wars?
美国电影院观影人数下降在2017年创20年来新低
Movie theaters where US attendance fell to a 20-year low in ’17.
面对惨淡的局势 MoviePass从中嗅到了商机
MoviePass looked at this bleak situationand smelled opportunity.
这家订阅服务公司成立于2011年并于同年八月迅速风行
Founded in 2011, the subscription service took offlast August
当时它的CEO、Redbox前执行官米奇·洛威
when CEO Mitch Lowe,a former Netflix and Redbox exec,
将看电影的月费大减价从30美元降至9.95美元无限看
slashed the price of unlimited moviesfrom $ 30 a month to $9.95.
结果怎么着?
The result?
订阅人数从2万暴涨到150万
Subscribers surged from 20,000 to 1.5 million.
四分之三的订阅者来自Millennials
Three quarters of subscribers are Millennials.
Millennials公司称订阅者为购买减价服务多花费了123%
The company claims that subscribers spent 123% more on concessions.
然而这其中 公司价值定位并不在于爆米花收入而在于大数据
The value proposition to studios here however isn’t popcorn revenue, it’s data.
在把大部分股份卖给数据分析公司Helios+ Matheson后
MoviePass cut the price after selling a majority stake
MoviePass进行了降价处理
to data analytics firm Helios + Matheson,
Helios+ Matheson计划采集订阅者的收视行为
which plans to collect subscribers viewing behavior
再利用这些数据给app用户有针对性地推送广告
and use the data to target ads to app users.
就像CEO泰德·法恩斯沃斯说的那样:
As the firm CEO Ted Farnsworth put it,
“我们公司跟脸书和谷歌没什么两样
“It’s no different than Facebook or Google.
对于用户 我们理解得越清楚 广告定向就越精准”
The more we understand our fans,the more we can target them.”
我个人就正筹划开一家类似MoviePass的公司
I was planning to start a MoviePass company,
但不同的是 我要建支男团 叫“稳的一逼”
but instead I’m starting a boy band called Stable Genius.
而我的人设是里面郁郁寡欢 沉默寡言的那一个
I’ll be the sullen yet withdrawn one.
演艺生涯中 我会晚年复出 再去拉斯维加斯定居
I’ll then have a late career resurgenceand take up residence in Vegas.
嘣嗡嗡!人生圆满
BOOM! Life well-lived.
胜者产生了:谷歌一款集搜索引擎和文艺交流为一体的应用
A winner: Google.The search engines, arts and culture app,
用它拍张自拍 就能得出你长得像哪个肖像人物
which lets you take a selfieand see which artwork you resemble
最近它还成了全美下载量最高的应用
recently became the number one most downloaded app in the US.
我也下载了 结果是这样
I downloaded the app – here are my results.
好的 来吧
OK, here we go.
茄汁儿!
Art!
滑动查看……噢我的神 我看起来有这么老?
Swipe to view…oh my god – do I look this fxxking old?
天呐 去**的谷歌
Jesus Christ. Fxxk you Google.
[笑声]
[laughing]
你们是不是故意的?
Did you guys do this on purpose?
这是你们计划好的 是吧?
You planned this, didn’t you?
[音乐]
[Music]

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