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专门展播了Anderson的新电影《JUNUN》——这里讲述了他们如何做到这些以及为什么很快将从MUBI上看到更多。
“这是我们八年半来所做的最大以及最重要的事情”。
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无法掩饰近乎夸张的激动，这是因为多次获得奥斯卡提名以及批判家永恒的宠儿Paul Thomas Anderson专门将自己的新电影《Junun》在Cakarel的平台MUBI上发布。MUBI的首席执行官以及创始人Cakarel说：“他的电影作品，就是我们存在的理由”，（热情被体现在公司主页的时钟上：“全球首映倒计时。”）
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“大导演”之名成立于2007年，流媒体服务供应商MUBI将自己标榜为“观看全球最好电影的终端”，并且遵循“精即是多”的理念来打破Netflix,Hulu,Amazon,以及HBO对流媒体的垄断地位。MUBI每天在其网站上精选更新30部电影，而不是向观众发布大量的内容。
"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在评论这场竞争时说道：“他们试图将一切都奉献给大家”，“结果，他们并不能满足所有人。由于我们的精挑细选，我们可以真正成为你观看品质电影的可信赖服务商，我们希望成为你最喜欢的音像商店。”
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.
但是成为在线电影俱乐部足够能撼动Netflix对于流媒体的统治地位吗？MUBI最大的资产在于跟Paul Thomas Anderson这样的导演合作，这是其在全球范围内的立足点，Cakarel说这是MUBI的首要推动力。
GOING
FOR GLOBAL REACH
开拓国际市场
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年去东京的一次旅行中，Cakarel想要观看中国戏剧《花样年华》，但是却遭遇了国外流媒体相似的困难。
"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."
他说：“这里并不只有一个平台可以让我们看电影，这真是难以置信”，“心头忽然产生一个想法，因此我立刻在返回旧金山的航班上开始书写商业计划。”
Two months later, MUBI was born and christened, atfirst, with a very different name.
两个月后，MUBI应运而生，但最开始的名字却完全不同。
"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."
“改变名字是因为‘大导演’这个品牌实现规模化非常有挑战。当在一个晚宴上人们问我：‘你是做什么的呢？’我回答：‘大导演。’，然后他们问：‘大导演是什么？’你甚至无法将它拼写出来”，Cakarel说。“因此我想要创建一个与电影没有联系的品牌，这样我们就能将其打造成国际品牌。MUBI没有任何的含义，它仅仅是四个字母：辅音，元音，辅音，元音。从科学方面讲，这是最简单的名字，在任何文化中都很容易拼出来。”
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.
尽管Netflix在1997年就已经存在，它在2007年引进了流媒体，这将MUBI置于一个十分艰难的处境。Netflix借助于在线图书馆而名声大震，它利用与电影公司既有的交易来打造VHS和DVD版本影片的存储。在美国，Cakarel认同Netflix是“无法阻挡的”。然而，向海外扩张是流媒体巨头最大的障碍，它正在积极的摒弃过去。
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, KlausHärö’sMother of Mine, andJúlia Murat’sFound Memories.
Netflix的6500万用户中有将近35%属于全球客户，9月份宣布进军新加坡，韩国，台湾以及香港的计划将无疑会提高这一数字，但是会提高到什么程度呢？MUBI在美国，英国，德国，法国，土耳其以及墨西哥都有办事处来为超过200个国家的700万用户提供定制化的服务，比如在伊斯坦布尔提供的30部影片将与巴黎的30部影片截然不同。意识到MUBI的用户基础是如何复杂需要从头开始，Cakarel一开始将重点放在能够确保交易的国际电影上，在全球范围内收购并授权了超过4500个电影，比如说Zhu
Rikun的《档案》，Klaus Härö的《我的母亲》，以及Júlia
Murat的《寻找记忆》。
"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."
“一旦离开美国，就会是一个非常困难，昂贵以及零散的业务，它将花费很多年的时间将世界各地相互独立的优质内容整合在一起”，Cakarel说道。“结果导致Netflix无法迅速脱离美国，至今也不能。在美国，Netflix在五年前赢得了市场，但是我们在美国市场之外发现了更大的机遇，而且这是一个我们能够创造与Netflix共存的惊人机会，并且还能够补充Netflix的经验。”
QUALITY
OVER QUANTITY
质量胜于数量
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.
登陆到Netflix可以非法接触异常的事件，你将会淹没在大量的电视节目，电影以及音乐流派中。在Netflix上选择某个条目的痛苦过程已经真正成为一件愚蠢的事情。
Meanwhile, MUBI thinks it has a solution for thiscondition. "We’re taking the entire paradox of choice out of theequation," Cakarel says.
然而，MUBI认为它对于这种情况有一种解决方案。“我们从方程中做出全部矛盾的选择，”Cakarel说道。
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.
并不是那种选择就是很糟糕的，那是因为Cakarel想要将其公司定位为质量至上而不是数量至上，并从侧面对奈飞进行挑战，这就是为什么MUBI用户起初的费用仅仅是每个月4.99美元的原因。MUBI如何来精选它的内容是一个数据和人工输入的整合：分析不同国家的人们喜欢看哪一类的电影可以产生一系列的标题，然后基于此，MUBI的编辑团队对列表进行相应的精简。Cakarel解释说，精选的过程会变得超本地化并处于流动性，MUBI的编辑团队期望能够牢记和研究可以转化为电影的当前以及历史事件。
"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说：“团队会提前几个月来计划他们的项目，包括主题以及回顾的过程，但也可以及时对事件进行响应”。这样的一个例子就是公司如何收购了尼古拉坦蒂诺：Artefacta和Lucifer，这两个电影当前在伦敦电影节上映，目前在MUBI上也可以看到。
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."
考虑到流媒体当前的环境，这的确是个独特的体验，并足够独特来吸引Paul Thomas Anderson。“Paul Thomas Anderson是在平台上观看电影的700万用户之一，并且真正的喜欢这种体验。有一天我从他那里收到一封邮件，然后我们关于《Junun》进行了一场美妙的对话”，Cakarel说。“这对于他是个非常私人的项目，他想要将其展示给一个挑剔的观众。”
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》记录了Anderson去印度拉贾斯坦邦的旅行，一道的还有Radiohead的主吉他手以及频繁合作者Jonny Greenwood。在《Junun》之前，Greenwood已经为Anderson的电影谱写了三部曲子。为了Anderson的新电影，Greenwood以及一群音乐制作人致力于以色列作曲家Shye Ben Tzur的新专辑。《Junun》在纽约电影节上映，但从今晚开始它将只会在MUBI上发行，这是个可能成为公司重要转折点的事件。
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拒绝讨论MUBI与Anderson以及电影制片厂的合作细节，但是说交易基本上是基于收入份额和直接授权费，或者在最小保障情况下单位用户的成本。“
"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，从布宜诺斯艾利斯到东京再到纽约的观众，我希望每当他们想要去看电影时，他们会自动的去思考：‘MUBI今晚有哪些电影？这是一个愿景，是一个非常大的愿景，每天用最好的电影去愉悦上百万的观众，”Cakarel说。“这将花费我们很多年的时间，但是我们的团队具有前所未有的热情——请看一看我们这周正在做的事情！”
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