MUBI IS EXCLUSIVELYSHOWINGANDERSON'SNEW FILMJUNUN—HERE'S HOW THEY DID IT AND WHYYOU'LL BE SEEING MORE FROM MUBI SOON.
"This is the biggest, most significant thing we’veever done in eight and a half years."
MUBI專門展播了Anderson的新電影《JUNUN》——這里講述了他們?nèi)绾巫龅竭@些以及為什么很快將從MUBI上看到更多。
“這是我們八年半來所做的最大以及最重要的事情”糠爬。
Efe Cakarel can't disguise an excitement that’sbordering on hyperbole. Here's why:MultipleAcademyAward nominee and eternalcritics’ darling Paul Thomas Anderson is exclusively streaming his new filmJununonCakarel’s platformMUBI. "The films that he does—that’s the reason we exist,"says Cakarel, founder and CEO of MUBI. (The enthusiasm is reflected in a clockthe company put on its homepage: "Countdown to Global Premiere.")
Efe Cakarel無法掩飾近乎夸張的激動哈扮，這是因為多次獲得奧斯卡提名以及批判家永恒的寵兒Paul Thomas Anderson專門將自己的新電影《Junun》在Cakarel的平臺MUBI上發(fā)布冈在。MUBI的首席執(zhí)行官以及創(chuàng)始人Cakarel說：“他的電影作品狂秘，就是我們存在的理由”祷蝌，（熱情被體現(xiàn)在公司主頁的時鐘上：“全球首映倒計時爽蝴⊙富剩”）
Launched in 2007 under the name The Auteurs, streamingservice MUBI bills itself as "the ultimate destination for watching theworld’s best films"—and it’s banking on the idea that "less ismore" to break out of the crowded stream dominated byNetflix,Hulu,Amazon, andHBO. Instead of unleashinga firehose of content to viewers, MUBI curates 30 films at a time on its sitewith a new film replacing another every day.
以“大導(dǎo)演”之名成立于2007年，流媒體服務(wù)供應(yīng)商MUBI將自己標(biāo)榜為“觀看全球最好電影的終端”酵颁，并且遵循“精即是多”的理念來打破Netflix,Hulu,Amazon,以及HBO對流媒體的壟斷地位嫉你。MUBI每天在其網(wǎng)站上精選更新30部電影，而不是向觀眾發(fā)布大量的內(nèi)容躏惋。
"They are trying to be everything foreveryone," Cakarel says of the competition. "As a result, they arenot satisfying everyone. Because of our curation, we can really become thetrusted service you go to to watch a quality film. We want to be the staff pickat your favorite video store."
Cakarel在評論這場競爭時說道：“他們試圖將一切都奉獻(xiàn)給大家”幽污，“結(jié)果，他們并不能滿足所有人簿姨。由于我們的精挑細(xì)選距误，我們可以真正成為你觀看品質(zhì)電影的可信賴服務(wù)商，我們希望成為你最喜歡的音像商店扁位∽继叮”
But is being an online film club enough to loosenNetflix’s grip on streaming? MUBI’s strongest asset, in conjunction withsnagging exclusives with directors like Paul Thomas Anderson, is its footholdon a global scale, which, Cakarel says, was the impetus behind MUBI in thefirst place.
但是成為在線電影俱樂部足夠能撼動Netflix對于流媒體的統(tǒng)治地位嗎？MUBI最大的資產(chǎn)在于跟Paul Thomas Anderson這樣的導(dǎo)演合作域仇，這是其在全球范圍內(nèi)的立足點刑然，Cakarel說這是MUBI的首要推動力。
FOR GLOBAL REACH
開拓國際市場
During a trip toTokyoin 2007, Cakarel wanted to watch the Chinese dramaIn the Mood for Lovebuthit an all-too familiar snag in streaming abroad.
在2007年去東京的一次旅行中暇务，Cakarel想要觀看中國戲劇《花樣年華》泼掠，但是卻遭遇了國外流媒體相似的困難怔软。
"There was not a single platform where I couldwatch a movie—it was unbelievable," he says. "An idea was born rightat that moment, and I started writing a business plan on the flight back toSan Francisco."
他說：“這里并不只有一個平臺可以讓我們看電影，這真是難以置信”择镇，“心頭忽然產(chǎn)生一個想法挡逼，因此我立刻在返回舊金山的航班上開始書寫商業(yè)計劃∧逋悖”
Two months later, MUBI was born and christened, atfirst, with a very different name.
兩個月后家坎，MUBI應(yīng)運而生，但最開始的名字卻完全不同饲梭。
"The name change happened because The Auteurs wasa very challenging brand to scale. I found myself at a dinner party with peopleasking me, 'What do you do?' And I’m like, 'The Auteurs.' And they’re like,'What?' You can’t even spell it!" Cakarel says. "So I wanted tocreate a brand that has no association with film that we could build to becomea global brand. MUBI doesn’t have any meaning—it’s four letters: consonant,vowel, consonant, vowel. Scientifically those are the easiest names that can bepronounced across very different cultures."
“改變名字是因為‘大導(dǎo)演’這個品牌實現(xiàn)規(guī)某烁牵化非常有挑戰(zhàn)焰檩。當(dāng)在一個晚宴上人們問我：‘你是做什么的呢憔涉？’我回答：‘大導(dǎo)演∥錾唬’兜叨，然后他們問：‘大導(dǎo)演是什么？’你甚至無法將它拼寫出來”衩侥，Cakarel說国旷。“因此我想要創(chuàng)建一個與電影沒有聯(lián)系的品牌茫死，這樣我們就能將其打造成國際品牌跪但。MUBI沒有任何的含義，它僅僅是四個字母：輔音峦萎，元音屡久，輔音，元音爱榔。從科學(xué)方面講被环，這是最簡單的名字，在任何文化中都很容易拼出來详幽∩富叮”
Although Netflix has been around since 1997, itintroduced streaming in 2007, which put MUBI in a tough spot in the battle forcontent. Netflix was well out of the gate in terms of its online library,leveraging existing deals with studios to build its stock of VHS and DVDcopies. In theU.S., Cakarel agrees thatNetflix is "unstoppable." However, expanding abroad is where thestreaming giant has had its biggest roadblock that it’s aggressively trying tobarrel past.
盡管Netflix在1997年就已經(jīng)存在，它在2007年引進(jìn)了流媒體唇聘，這將MUBI置于一個十分艱難的處境版姑。Netflix借助于在線圖書館而名聲大震，它利用與電影公司既有的交易來打造VHS和DVD版本影片的存儲迟郎。在美國漠酿，Cakarel認(rèn)同Netflix是“無法阻擋的”。然而谎亩，向海外擴張是流媒體巨頭最大的障礙炒嘲，它正在積極的摒棄過去宇姚。
About 35% of Netflix’s 65 million subscribers areinternational and the plan announced in September to expand into Singapore,South Korea, Taiwan, and Hong Kong will no doubt bump up that number—but withwhat kind of content? MUBI has offices in theU.S.,U.K.,Germany,France,Turkey,andMexicoto deliver tailored curations toits 7 million users across 200 countries—the 30 films presented inIstanbul, for example, won’t be the same as inParis. Realizing how diverse MUBI’s user base was fromthe start, Cakarel was able to focus early on securing deals for internationalfilms, acquiring and licensing more than 4,500 titles globally, such as ZhuRikun’sThe Dossier, KlausH?r?’sMother of Mine, andJúlia Murat’sFound Memories.
Netflix的6500萬用戶中有將近35%屬于全球客戶，9月份宣布進(jìn)軍新加坡夫凸，韓國浑劳，臺灣以及香港的計劃將無疑會提高這一數(shù)字，但是會提高到什么程度呢夭拌？MUBI在美國魔熏，英國，德國鸽扁，法國蒜绽，土耳其以及墨西哥都有辦事處來為超過200個國家的700萬用戶提供定制化的服務(wù)，比如在伊斯坦布爾提供的30部影片將與巴黎的30部影片截然不同桶现。意識到MUBI的用戶基礎(chǔ)是如何復(fù)雜需要從頭開始躲雅，Cakarel一開始將重點放在能夠確保交易的國際電影上，在全球范圍內(nèi)收購并授權(quán)了超過4500個電影骡和，比如說Zhu
Rikun的《檔案》相赁，Klaus H?r?的《我的母親》，以及Júlia
Murat的《尋找記憶》慰于。
"Once you get out of theU.S.,content is a very difficult, expensive, and fragmented business—it takes many,many years to aggregate quality content from all the independent distributorsall over the world," Cakarel says. "As a result Netflix could notmove as fast outside theU.S.—[they] stillcan’t. In theU.S., Netflix won that game fiveyears ago but we saw a much bigger opportunity outside of theU.S.And that’s the opportunity: that we could create an amazing service that canco-exist with Netflix—that can complement the Netflix experience."
“一旦離開美國钮科，就會是一個非常困難，昂貴以及零散的業(yè)務(wù)婆赠，它將花費很多年的時間將世界各地相互獨立的優(yōu)質(zhì)內(nèi)容整合在一起”绵脯，Cakarel說道⌒堇铮“結(jié)果導(dǎo)致Netflix無法迅速脫離美國蛆挫，至今也不能。在美國份帐，Netflix在五年前贏得了市場璃吧，但是我們在美國市場之外發(fā)現(xiàn)了更大的機遇，而且這是一個我們能夠創(chuàng)造與Netflix共存的驚人機會废境，并且還能夠補充Netflix的經(jīng)驗畜挨。”
OVER QUANTITY
質(zhì)量勝于數(shù)量
Logging into Netflix can illicit a touch of thehysterical sublime—you’re inundated with rows and rows of TV shows and film andcolumns of genres. The painful process of selecting something on Netflix hasofficially become ripe for parody.
登陸到Netflix可以非法接觸異常的事件噩凹，你將會淹沒在大量的電視節(jié)目巴元，電影以及音樂流派中。在Netflix上選擇某個條目的痛苦過程已經(jīng)真正成為一件愚蠢的事情驮宴。
Meanwhile, MUBI thinks it has a solution for thiscondition. "We’re taking the entire paradox of choice out of theequation," Cakarel says.
然而逮刨，MUBI認(rèn)為它對于這種情況有一種解決方案。“我們從方程中做出全部矛盾的選擇修己，”Cakarel說道恢总。
It’s not that choice is bad, it’s that Cakarel wantsto position his company as valuing quality over quantity and as sort of a sidekick to Netflix, which is part of the reason MUBI’s subscription rate starts atonly $4.99 per month. How MUBI curates its content is a mix of data and manualinput: Analyzing what kinds of films people in different countries are watchinggenerates a bulk of titles, and from there, MUBI’s editorial team whittles downthe list. Cakarel explains that the curation process can become hyper-localizedand is always fluid—MUBI’s editorial team is expected to keep in mind andcontextualize current or historical events that can translate into films.
并不是那種選擇就是很糟糕的，那是因為Cakarel想要將其公司定位為質(zhì)量至上而不是數(shù)量至上睬愤，并從側(cè)面對奈飛進(jìn)行挑戰(zhàn)片仿，這就是為什么MUBI用戶起初的費用僅僅是每個月4.99美元的原因。MUBI如何來精選它的內(nèi)容是一個數(shù)據(jù)和人工輸入的整合：分析不同國家的人們喜歡看哪一類的電影可以產(chǎn)生一系列的標(biāo)題尤辱，然后基于此舷嗡，MUBI的編輯團(tuán)隊對列表進(jìn)行相應(yīng)的精簡未蝌。Cakarel解釋說捆交，精選的過程會變得超本地化并處于流動性疫蔓，MUBI的編輯團(tuán)隊期望能夠牢記和研究可以轉(zhuǎn)化為電影的當(dāng)前以及歷史事件。
"The team plans months ahead what they want toprogram—themes, retrospectives—but can also react to events instantly," hesays. An example of this is how the company acquiredNicola
Costantino: The ArtefactaandLucifer, two films currentlyscreening at theLondon Film Festivaland, now, on MUBI.
Cakarel說：“團(tuán)隊會提前幾個月來計劃他們的項目结借，包括主題以及回顧的過程筐摘，但也可以及時對事件進(jìn)行響應(yīng)”。這樣的一個例子就是公司如何收購了尼古拉坦蒂諾：Artefacta和Lucifer映跟，這兩個電影當(dāng)前在倫敦電影節(jié)上映蓄拣，目前在MUBI上也可以看到扬虚。
It’s a unique experience given the current landscapeof streaming—unique enough to catch the eye of Paul Thomas Anderson. "PTAwas one of those 7 million people on the platform watching movies and reallyliking the experience. One day I got an email from him and we began a wonderfulconversation [aboutJunun],"says Cakarel. "This was a very personal project for him and he wanted toshow it to a discerning audience."
考慮到流媒體當(dāng)前的環(huán)境努隙，這的確是個獨特的體驗，并足夠獨特來吸引Paul Thomas Anderson辜昵≥┠鳎“Paul Thomas Anderson是在平臺上觀看電影的700萬用戶之一，并且真正的喜歡這種體驗堪置。有一天我從他那里收到一封郵件躬存，然后我們關(guān)于《Junun》進(jìn)行了一場美妙的對話”，Cakarel說舀锨×胫蓿“這對于他是個非常私人的項目，他想要將其展示給一個挑剔的觀眾坎匿《苁＃”
Junundocuments Anderson’strip to Rajasthan, India, with Radiohead lead guitarist and frequentcollaborator Jonny Greenwood. Greenwood has composed the score for the threeAnderson films beforeJunun.For Anderson's new movie, Greenwood and a group of musicians worked on Israelicomposer Shye Ben Tzur’s new album.Jununplayed at the New York Film Festival and beginningtonight it will stream only on MUBI—a deal that could be a significant turningpoint for the company.
《Junun》記錄了Anderson去印度拉賈斯坦邦的旅行，一道的還有Radiohead的主吉他手以及頻繁合作者Jonny Greenwood替蔬。在《Junun》之前告私，Greenwood已經(jīng)為Anderson的電影譜寫了三部曲子。為了Anderson的新電影承桥，Greenwood以及一群音樂制作人致力于以色列作曲家Shye Ben Tzur的新專輯驻粟。《Junun》在紐約電影節(jié)上映凶异，但從今晚開始它將只會在MUBI上發(fā)行蜀撑，這是個可能成為公司重要轉(zhuǎn)折點的事件挤巡。
Cakarel declined to discuss specifics of the termsMUBI has made with Anderson and film studios but said that "deals aretypically done based on either revenue share, straight license fee, or cost persubscriber with a minimum guarantee."
Cakarel拒絕討論MUBI與Anderson以及電影制片廠的合作細(xì)節(jié)，但是說交易基本上是基于收入份額和直接授權(quán)費酷麦，或者在最小保障情況下單位用戶的成本玄柏。“
"Five years from today I want people from BuenosAires to Tokyo to New York, to automatically think, ‘What’s on MUBI tonight?’when they want to watch a movie. That’s the vision. And it’s a big vision,delighting millions of people every day with the best films," Cakarel says."It’s going to take us many years but the team is more energized thanever—look at what we’re doing this week!"
“五年前贴铜，從布宜諾斯艾利斯到東京再到紐約的觀眾粪摘，我希望每當(dāng)他們想要去看電影時，他們會自動的去思考：‘MUBI今晚有哪些電影绍坝？這是一個愿景徘意，是一個非常大的愿景，每天用最好的電影去愉悅上百萬的觀眾轩褐，”Cakarel說椎咧。“這將花費我們很多年的時間把介，但是我們的團(tuán)隊具有前所未有的熱情——請看一看我們這周正在做的事情勤讽！”
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