上海迪士尼樂園計劃將"海盜公園"列爲重頭戲

SHANGHAI — The Walt Disney Company unveiled on Wednesday the designs and attractions at the new megaresort that is expected to open here in Shanghai in the spring, its first theme park in mainland China.

上海——華特·迪士尼公司在週三公佈了一座新的迪士尼綜合樂園的設計和遊樂項目。這片度假區將於明年春天在上海開幕，是中國大陸的第一座迪士尼主題樂園。

The company said it was completing work on a 1.5-square-mile area that will house the Shanghai Disney Resort, with six themed areas, including one devoted to the hit "Pirates of the Caribbean" film series, as well as live entertainment venues, a Broadway-style theater, two hotels and the "tallest, largest and most interactive castle at any Disney theme park."

迪士尼公司表示，即將完成佔地1.5平方英里（約合390公頃）的上海迪士尼度假區的建設工作。該樂園包括6大主題園區，其中一個將圍繞熱門系列電影《加勒比海盜》展開，此外還包括多處現場娛樂場所、一家百老匯風格的劇院、兩家賓館，以及"一座全球迪士尼樂園中最高、最大、最具互動性的城堡"。

"We are taking everything we've learned from our six decades of exceeding expectations — along with our relentless innovation and famous creativity — to create a truly magical place that is both authentically Disney and distinctly Chinese," Robert A. Iger, Disney's chief executive and chairman, said at a news conference here.

迪士尼首席執行官兼董事長羅伯特·A·艾格(Robert A. Iger)在上海的新聞發佈會上表示，"我們把過去60年來所積累的一切關於如何超越遊客期待的祕訣，加以迪士尼永無止境的創新精神和豐富創意，來打造這樣一個‘原汁原味迪士尼、別具一格中國風'的神奇度假目的地。"

Shanghai Disneyland represents an enormous bet on China's shifting approach to westernized entertainment and leisure travel. Mr. Iger has said the company considers the $5.5 billion resort to be as transformative for the company as the establishment of Walt Disney World in Florida was in the 1970s.

上海迪士尼樂園代表的是一次巨大的賭博，押注的是中國向西式娛樂和休閒旅遊方式的轉變。艾格表示，這一斥資55億美元的樂園對迪士尼公司的變革意義，不亞於70年代在佛羅里達州建成的華特·迪士尼世界。

Disney's goal is to create an engine that will drive demand in China for a wide range of Disney products: toys, clothes, furnishings, movie downloads and video games. Disney typically relies on the creation of new Disney TV channels to pump its brand abroad, but China's limits on foreign media have made that impossible.

迪士尼的目標是要打造一個引擎，推動中國對大量迪士尼產品的需求，包括玩具、服飾、室內陳設，電影下載和電子遊戲。在向海外推廣品牌的過程中，迪士尼通常依賴的方式是設立新的迪士尼電視頻道，不過中國對境外媒體的限制使得這一方式變得不現實。

But Disney is walking a careful line. China approved the resort only after Disney promised that it would reflect Chinese culture. To that end, Disney's messaging has been careful, with executives at the company's headquarters in Burbank, Calif., repeatedly referring to the park as "authentically Disney and distinctly Chinese."

不過，迪士尼小心行事。在公司承諾樂園將會呈現中國文化以後，中國才批准了樂園的建設。爲此，迪士尼在訊息的傳達上頗爲謹慎。來自美國加利福尼亞州伯班克總部的高管們不斷強調，這個主題樂園是"原汁原味迪士尼、別具一格中國風"。

Disney has tried to keep its specific plans for the Shanghai resort a secret, partly because it wants to control the marketing message and partly because of fears that Chinese parks would churn out copycat attractions. Those worries were stoked earlier this month, when a Chinese animated movie called "Autobots" was marketed with images that were nearly identical to characters from Disney-Pixar's "Cars."

此前迪士尼一直對上海迪士尼的具體規劃方案守口如瓶，一方面是因爲公司希望能夠控制營銷訊息，另一方面則是由於擔心會出現大量山寨的中國公園。本月早些時候發生的事情更是驗證了迪士尼的擔憂，中國推出了一部名爲《汽車人總動員》的動畫片。該片的多幅宣傳圖片和迪士尼-皮克斯(Disney-Pixar)的《賽車總動員》(Cars)幾乎一模一樣。

Despite Disney's efforts, however, plans for the park have leaked for months onto fan blogs. Generating particular interest online ahead of Wednesday's announcement was Disney's decision to build a major "Tron"-themed attraction. "Tron: Legacy" was released in China in 2010, but it took in only $19 million there. Disney recently decided not to move ahead with a sequel.

雖然迪士尼做出了種種努力，但幾個月來各種相關方案還是泄露到了粉絲博客上。在週三官方正式公佈整體方案前，網友們最感興趣的是"創"主題公園。電影《創：戰紀》(Tron: Legacy)於2010年在中國上映，不過只獲得了1900萬美元的票房。迪士尼最近決定不推進續集的創作。

To compare, the last "Pirates of the Caribbean" movie, subtitled "On Stranger Tides," took in $70 million in China in 2011. The strong audience response was one reason Disney felt comfortable in moving ahead with plans for a large "Pirates"-themed area.

相較之下，2011年在中國上映的最新一部"加勒比海盜"系列電影《加勒比海盜：驚濤怪浪》(Pirates of the Caribbean: On Stranger Tides)，獲得了7000萬美元票房。迪士尼之所以樂於推進一個以"海盜"爲主題的大型園區的建設，一個原因就是觀衆對該片的熱烈追捧。

Disney knows all too well the downside of skimping on rides and shows. A boutique-size Hong Kong Disneyland, which opened in 2005, struggled with losses for its first six years, in part because attendance was lower than expected; visitors and the local news media criticized the park as not offering enough to do.

對於遊樂項目和演出節目不足造成的負面影響，迪士尼再清楚不過了。佔地極爲有限的香港迪士尼樂園於2005年開幕，頭六年裏一直處於虧損狀態，其中部分原因是入園人數低於預期；遊客及當地新聞媒體批評那裏遊樂項目不足。

Disney and the Hong Kong city government, which owns 52 percent of that resort, have since poured more than $1 billion into a resort expansion that will stretch into 2017. Last year, Hong Kong Disneyland attracted 7.5 million people — roughly flat compared with 2013 — and generated $42.8 million in net profit, a year-over-year increase of 36 percent, according to Disney.

迪士尼和持有該樂園52%股份的香港政府，已投入逾10億美元用於樂園擴建。擴建工作將持續到2017年。據迪士尼介紹，去年香港迪士尼樂園吸引了750萬人——與2013年大致持平——帶來了4280萬美元的淨利潤，同比增加36%。

In its announcement Wednesday, Disney said the new resort had more technology and original features than previous parks, including many Chinese features blended into mosaics, gift items, performances and even the huge castle.

在週三發佈的方案中，迪士尼稱，和之前的迪士尼樂園相比，新樂園體現了更多科技和原創元素，許多鑲嵌畫、禮物、表演甚至大城堡中，都融入了中國特色。

Some of Disney's most iconic attractions, including Space Mountain, It's a Small World and Star Tours, a "Star Wars"-themed journey through space, will not be featured when the park opens.

樂園在開業時將不會包括迪士尼部分最具代表性的經典遊樂項目，如飛越太空山(Space Mountain)、小小世界(It's a Small World)和以《星球大戰》爲主題的太空之旅星際遨遊(Star Tours)。

Perhaps surprisingly, "Star Wars" and the Marvel superhero movies will be represented upon opening, not by showpiece rides but by costumed character meet and greets, a comic book drawing area and a "cinematic experience." When the resort opens, its Broadway-style venue, the Walt Disney Grand Theater, will have a global premiere of Disney's hit show "The Lion King" in Mandarin.

或許有些意外的是，《星球大戰》和漫威系列超級英雄影片會在開業時重現，但並非主題遊覽路線，而是通過身着戲服的演員見面會、漫畫繪製區和"電影體驗"的形式。開業時，百老匯風格的沃爾特·迪士尼大劇院(Walt Disney Grand Theater)將舉行迪士尼大受歡迎的節目《獅子王》(The Lion King)普通話版的全球首演。

Shanghai Disneyland will most likely rely less on repeat attendance and annual passes than its Hong Kong cousin. Disney estimates that 330 million people live within three hours of the Shanghai property, which is in the Pudong district.

相比於香港迪士尼樂園，上海迪士尼樂園極有可能不那麼依賴多次入園票和年票。迪士尼估計，三小時以內可到達位於浦東區的上海迪士尼樂園的人有3.3億。

Disney owns about 43 percent of Shanghai Disneyland, with the balance held by Shanghai Shendi, a government-controlled entity; Disney retains operational control, however, holding a 70 percent stake in the management company created with Shendi to run the resort.

迪士尼擁有上海迪士尼樂園大約43%的股份，其餘股份由政府控制的實體公司上海申迪持有。但迪士尼保留了經營控制權。在爲經營樂園而與申迪聯合成立的管理公司裏，迪士尼持有70%的股份。

Early this year, Disney said that it was moving the opening of the park to next spring, a delay from early 2016, and that the company and its Chinese partner would spend an additional $800 million to increase the number of rides on opening day, bringing total spending to $5.5 billion.

今年年初，迪士尼宣佈將把開業時間從2016年年初推遲至春天，並稱該公司和中方合作伙伴將再追加8億美元，用於增加開業當天的遊樂項目。這使得上海迪士尼的總投資增至55億美元。