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3D films struggle Flat expectations
预期值过高
3D films, cinema s great hope, have become nicheproducts
电影公司最大的希望3D电影让人失望了
Voldemort looks no prettier in 3D
3D版伏地魔并没有更好看
TEN years after it took off, Hollywood s biggest film franchise has finally alighted from itsbroomstick.
十年前首映的好莱坞最大电影系列《哈利波特》，今日终于走向尾声。
Between July 15th and July 17th Americans shelled out $169m to see Harry Potter and theDeathly Hallows Part 2a record for any film, in nominal terms.
7月15至7月17日，《哈利波特与死亡圣器 第二部分》从美国人的口袋中掏走了1.69亿美元这是任何影院都无法企及的记录。
But barely a third of the audience opted to watch the boy wizard battle his snake-faced foe inthree dimensions.
但只有仅仅三分之一的观众选择3D版。
Two years ago it seemed as though a new, improved 3D projection system could rescue afilm business battered by falling DVD sales.
两年前3D模式看似可以挽救一个被DVD打得伤痕累累的电影行业。
Fully 71% of the box-office spending on Avatar on its opening weekend, in December 2009,went on the 3D version.
2009年12月，《阿凡达》上映一周就有整整71%的票房来自3D影院。
The 3D showings of Shrek Forever After accounted for 61% of American box-office spending.
《怪物史瑞克》的美国票房有61%来自3D影院。
Cinemas generally charge at least $3 more for a 3D showingfar more than the glasses cost.
一般来说，电影公司会向3D影院的观众多收取至少3美元那副眼镜远远值不了这个价。
This lucrative business is now looking flat.
这个获利丰厚的行业现在看起来似乎不大乐观。
Despite rapid growth in digitalprojectors and 3D-capable screens, the proportion of total box-office spending that goes on3D has dropped this summer.
且不说数码投影仪以及3D功能屏幕的发展迅速，今夏3D电影的总票房比例也下降了。
Four of the past five 3D blockbustersPirates of the Caribbean, Kung Fu Panda 2, GreenLantern and Harry Pottermade more money from 2D screens on their opening weekendthan from 3D ones.
刚刚热映的五部3D巨片《加勒比海盗》、《功夫熊猫》、《绿灯侠》以及《哈利波特》上映第一个星期赚的票房更多来自2D影院，而非3D影院。
That was true of only one widely released 3D film last summer, and none the year before.
去年夏天热映的唯一一部3D电影的时候，情形也是这样，前年就不会这么冷淡。
Richard Gelfond, the boss of IMAX, reckons customers have become picky.
IMAX的老总Richard Gelfond认为消费者变得越来越精明了。
People used to see something just because it was in 3D, he says.
过去人们因为3D而选择3D。他说道。
Now they ask how much pleasure the glasses will add.
现在人们会质疑这副眼镜能带来多大的愉悦感。
The explosive Transformers 3 did well in 3D; perhaps the 2D version was not sufficientlyheadache-inducing.
巨作《变形金刚3》3D版很卖座，也许是2D版的画面不够震撼。
The key to three-dimensional profits, then, is to put out hugely popular films withextraordinary special effects.
这样说来，要让3D版盈利的关键，就是在那些备受欢迎的影片里加入更多特效。
词语解释
1.niche n.壁龛;适当的位置
This is a stupa niche from the Sui Dynasty.
你看这是隋代的塔龛。
2.franchise n.特许经销权;选举权
That fast food business have expanded through thesale of franchise.
该快餐店通过出售特许经销权而扩大了生意。
3.nominal a.名义上的;象征性的
He is only the nominal head of the country.
他只是那个国家名义上的元首。
4.dimension n. 尺寸; 次元; 容积
When a dimension s origin is in doubt use the datums specified.
当不能确定尺寸原点时，使用规定的基准。
5.rescue v.营救;援救
He dived from the bridge to rescue the drowning child.
他从桥上跳入水中去抢救那溺水儿童。
3D films struggle Flat expectations
预期值过高
3D films, cinema s great hope, have become nicheproducts
电影公司最大的希望3D电影让人失望了
Voldemort looks no prettier in 3D
3D版伏地魔并没有更好看
TEN years after it took off, Hollywood s biggest film franchise has finally alighted from itsbroomstick.
十年前首映的好莱坞最大电影系列《哈利波特》，今日终于走向尾声。
Between July 15th and July 17th Americans shelled out $169m to see Harry Potter and theDeathly Hallows Part 2a record for any film, in nominal terms.
7月15至7月17日，《哈利波特与死亡圣器 第二部分》从美国人的口袋中掏走了1.69亿美元这是任何影院都无法企及的记录。
But barely a third of the audience opted to watch the boy wizard battle his snake-faced foe inthree dimensions.
但只有仅仅三分之一的观众选择3D版。
Two years ago it seemed as though a new, improved 3D projection system could rescue afilm business battered by falling DVD sales.
两年前3D模式看似可以挽救一个被DVD打得伤痕累累的电影行业。
Fully 71% of the box-office spending on Avatar on its opening weekend, in December 2009,went on the 3D version.
2009年12月，《阿凡达》上映一周就有整整71%的票房来自3D影院。
The 3D showings of Shrek Forever After accounted for 61% of American box-office spending.
《怪物史瑞克》的美国票房有61%来自3D影院。
Cinemas generally charge at least $3 more for a 3D showingfar more than the glasses cost.
一般来说，电影公司会向3D影院的观众多收取至少3美元那副眼镜远远值不了这个价。
This lucrative business is now looking flat.
这个获利丰厚的行业现在看起来似乎不大乐观。
Despite rapid growth in digitalprojectors and 3D-capable screens, the proportion of total box-office spending that goes on3D has dropped this summer.
且不说数码投影仪以及3D功能屏幕的发展迅速，今夏3D电影的总票房比例也下降了。
Four of the past five 3D blockbustersPirates of the Caribbean, Kung Fu Panda 2, GreenLantern and Harry Pottermade more money from 2D screens on their opening weekendthan from 3D ones.
刚刚热映的五部3D巨片《加勒比海盗》、《功夫熊猫》、《绿灯侠》以及《哈利波特》上映第一个星期赚的票房更多来自2D影院，而非3D影院。
That was true of only one widely released 3D film last summer, and none the year before.
去年夏天热映的唯一一部3D电影的时候，情形也是这样，前年就不会这么冷淡。
Richard Gelfond, the boss of IMAX, reckons customers have become picky.
IMAX的老总Richard Gelfond认为消费者变得越来越精明了。
People used to see something just because it was in 3D, he says.
过去人们因为3D而选择3D。他说道。
Now they ask how much pleasure the glasses will add.
现在人们会质疑这副眼镜能带来多大的愉悦感。
The explosive Transformers 3 did well in 3D; perhaps the 2D version was not sufficientlyheadache-inducing.
巨作《变形金刚3》3D版很卖座，也许是2D版的画面不够震撼。
The key to three-dimensional profits, then, is to put out hugely popular films withextraordinary special effects.
这样说来，要让3D版盈利的关键，就是在那些备受欢迎的影片里加入更多特效。
词语解释
1.niche n.壁龛;适当的位置
This is a stupa niche from the Sui Dynasty.
你看这是隋代的塔龛。
2.franchise n.特许经销权;选举权
That fast food business have expanded through thesale of franchise.
该快餐店通过出售特许经销权而扩大了生意。
3.nominal a.名义上的;象征性的
He is only the nominal head of the country.
他只是那个国家名义上的元首。
4.dimension n. 尺寸; 次元; 容积
When a dimension s origin is in doubt use the datums specified.
当不能确定尺寸原点时，使用规定的基准。
5.rescue v.营救;援救
He dived from the bridge to rescue the drowning child.
他从桥上跳入水中去抢救那溺水儿童。
