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电影院将不只是用来看电影
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电影院或许正在消亡。但高端影院正在蓬勃发展。
双语精读
Go big or go home
要么做大，要么回家
Cinemas may be dying. But the high end is thriving.
电影院或许正在消亡。但高端影院正在蓬勃发展。
The box office has a bad case of long covid. Worldwide takings last year were a quarter below their pre-pandemic peak. Americans, who went to the cinema more than five times each in 2000, last year went fewer than three times.
电影票房染上了久病不愈的新冠肺炎。去年，全球票房收入比疫情前的峰值低了四分之一。2000年，美国每人去电影院的次数超过五次，而去年只有不到三次。
As streaming services keep audiences glued to the small screen, theatre chains including Cineworld, the world's second-largest, have entered administration. Yet the biggest of the big screens are thriving.
随着流媒体服务让小屏幕牢牢吸引住了观众，包括全球第二大影院“电影世界”在内的连锁影院已进入破产行政接管程序。然而，最大的大银幕影院正在蓬勃发展。
IMAX, whose screens are as large as 38 metres (125 feet) wide with denture-rattling sound systems, had worldwide box-office takings of $1.1bn last year and its biggest-ever haul in America and Canada.
IMAX的银幕宽达38米(125英尺)，配有震得你牙齿打架的音响系统，去年全球票房收入为11亿美元，在美国和加拿大达到了有史以来最高的票房。
On February 27th IMAX reported that its annual revenue was up by a quarter, and it expects to install up to 150 new screens in 2024. IMAX's improbable success exemplifies a trend: as cinema-going changes from a regular habit into an occasional treat, the fanciest theatres are prospering.
2月27日，IMAX报告称，其年收入增长了四分之一，预计2024年将安装多达150块新银幕。IMAX看似不可能的成功体现了一种趋势：随着去电影院看电影从经常性的习惯转变为偶尔的享受，最豪华的影院正在蓬勃发展。
Features such as heated, reclining seats and waiter service pushed the average price of admission in America above 9 before the pandemic.
加热躺椅和服务员服务等特色将美国的平均电影票价格从疫情前的约9美元推高至去年的10.50美元以上。
Cinema chains have tried to tempt audiences out of the house with outdoor, moonlit screenings (blankets and cocktails are sold separately) and speed-dating events in the lobby.
连锁影院试图通过露天、月光下的放映活动(毯子和鸡尾酒单独出售)和大堂里的快速相亲活动来吸引观众走出家门。
The luxury-cinema trend is not limited to America. IMAX's share of the international box office (excluding China) rose from 1.7% in 2019 to 2.1% last year. CGV, a South Korean chain with branches across Asia, has rebranded its multiplexes as "cultureplexes", offering music, gaming and dining alongside films.
豪华影院的风潮并不局限于美国。IMAX在国际票房中的份额(不包括中国)从2019年的1.7%上升到去年的2.1%。在亚洲各地设有分店的韩国连锁影城CGV已将其多厅影院改名为“多文化影院”，除了电影还提供音乐、游戏和餐饮服务。
Auditoriums feature wind, rain and scents, as well as "sweetbox" seats for young couples, who want privacy from parents that living-room couches do not offer. Vox Cinemas, an Emirati chain, has a VIP menu featuring wagyu beef wrapped in gold leaf, for $119.
放映厅里有风、有雨和气味体验，还有专为年轻情侣准备的“甜蜜包厢”座椅，这些情侣希望有一点隐私，不被父母打扰，这是客厅沙发无法提供的。阿联酋的连锁影院Vox影院有一个贵宾菜单，里面有金箔包裹的和牛牛肉，售价119美元。
Theatre operators must hope audiences are hungry for these add-ons; this year's movie menu is limited. Strikes last year in Hollywood have delayed titles, including "Mission: Impossible" and "Avatar" sequels, to 2025.
影院运营商肯定希望观众是渴望得到这些附加服务的，因为今年上映的电影很有限。好莱坞去年的罢工已经将《碟中谍》和《阿凡达》续集在内的许多电影推迟到了2025年上映。
Successful cinemas will treat a trip to the movies as the rare luxury it is fast becoming.
成功的电影院将把去电影院看电影视作一种少有的奢侈享受，去电影院正在快速地奢侈化。
词汇预习
peak [高考]
美[piːk] | 英[piːk]
n. 山顶；顶峰；山峰；尖端；帽檐；极值 v. 达到高峰；达到最高值 adj. 最高的；高峰期的；最大值的 【名】（Peak）（英）皮克（人名）
install [高考]
美[ɪnˈstɔːl] | 英[ɪnˈstɔːl]
vt. 安装；安置；使 ... 就职
luxury [高考]
美[ˈlʌkʃəri] | 英[ˈlʌkʃəri]
n. 奢侈品；奢侈；豪华
privacy [高考]
美[ˈpraɪvəsi] | 英[ˈprɪvəsi]
n. 隐居；隐私；秘密；私生活
revenue [高考]
美[ˈrevənuː] | 英[ˈrevənjuː]
n. 税收；收入；税务局
occasional [高考]
美[əˈkeɪʒənl] | 英[əˈkeɪʒənl]
adj. 偶然的；临时的；不时的
separately [高考]
美[ˈsɛpərɪtlɪ] | 英[ˈseprətli]
adv. 分别地；个别地；独立地；分开地
theatre [高考]
美[ˈθiːətər] | 英[ˈθɪətə(r)]
n. 戏院；剧场；戏剧；手术室；战区 adj. 戏院的
trend [高考]
美[trend] | 英[trend]
n. 趋势；倾向；方位 vi. 倾向；转向
rare [高考]
美[rer] | 英[reə(r)]
adj. 罕见的；珍贵的；煎得嫩的
admission [高考]
美[ədˈmɪʃn] | 英[ədˈmɪʃn]
n. 承认；入会费；许可
annual [高考]
美[ˈænjuəl] | 英[ˈænjuəl]
adj. 每年的；年度的；一年生的 n. 年刊；一年生植物
administration [高考]
美[ədˌmɪnɪˈstreɪʃn] | 英[ədˌmɪnɪˈstreɪʃn]
n. 实施；管理；行政；行政部门；任期
alongside [高考]
美[əˌlɔːŋˈsaɪd] | 英[əˌlɒŋˈsaɪd]
adv. 在旁边 prep. 在 ... 旁边
living [高考]
美[ˈlɪvɪŋ] | 英[ˈlɪvɪŋ]
adj. 活着的；生动的 n. 生活；生计
limited [高考]
美[ˈlɪmɪtɪd] | 英[ˈlɪmɪtɪd]
adj. 有限的；被限制的
tempt [四级]
美[tempt] | 英[tempt]
vt. 诱惑；怂恿；引诱；吸引
living-room [四级]
美['lɪvɪŋ'rum] | 英['lɪvɪŋ'ru:m]
n. 起居室
lobby [四级]
美[ˈlɑːbi] | 英[ˈlɒbi]
n. 大厅；民众接待厅；游说议员者 v. 游说
up to [四级]
美[ʌp tu] | 英[ʌp tu]
胜任；直到；多达；该由 ... 决定
hungry for [四级]
美 | 英
渴望; 渴求
offering [四级]
美[ˈɔːfərɪŋ] | 英[ˈɒfərɪŋ]
n. 供品；作品；出售物
dying [四级]
美[ˈdaɪɪŋ] | 英[ˈdaɪɪŋ]
adj. 垂死的；临终的 n. 死；死亡
haul [六级]
美[hɔːl] | 英[hɔːl]
v.拖，拉；改变主意；改变方向 n.大批赃物; 一网的捕获量; 拖运距离；很高的得分
out of [六级]
美[aʊt ʌv] | 英[aut ɔv]
prep. 离…一段距离；从…里；离开 ...；出于
heated [专四]
美[ˈhiːtɪd] | 英[ˈhiːtɪd]
adj. 加热的；热烈的
improbable [考研]
美[ɪmˈprɑbəbl] | 英[ɪmˈprɒbəbl]
adj. 不大可能的；不像会发生的；似不可信的
重点讲解
Go big or go home
要么做大，要么回家
have a bad case of sth 某种情况很严重
【例】have a bad case of the cold 患有严重的感冒
have a bad case of the nerves 感到非常紧张
【拓展】a classic case of sth 某种情况的典型事例
Cinemas may be dying. But the high end is thriving.
电影院或许正在消亡。但高端影院正在蓬勃发展。
have a bad case of sth 某种情况很严重
【例】have a bad case of the cold 患有严重的感冒
have a bad case of the nerves 感到非常紧张
【拓展】a classic case of sth 某种情况的典型事例
The box office has a bad case of long covid. Worldwide takings last year were a quarter below their pre-pandemic peak. Americans, who went to the cinema more than five times each in 2000, last year went fewer than three times.
电影票房染上了久病不愈的新冠肺炎。去年，全球票房收入比疫情前的峰值低了四分之一。2000年，美国每人去电影院的次数超过五次，而去年只有不到三次。
have a bad case of sth 某种情况很严重
【例】have a bad case of the cold 患有严重的感冒
have a bad case of the nerves 感到非常紧张
【拓展】a classic case of sth 某种情况的典型事例
As streaming services keep audiences glued to the small screen, theatre chains including Cineworld, the world’s second-largest, have entered administration. Yet the biggest of the big screens are thriving.
随着流媒体服务让小屏幕牢牢吸引住了观众，包括全球第二大影院“电影世界”在内的连锁影院已进入破产行政接管程序。然而，最大的大银幕影院正在蓬勃发展。
be glued to sth 被粘在某物上；目不转睛地看着某物
【例】He spends every evening glued to the TV.
他每天晚上都要看很长时间的电视。
【近义词】be absorbed in sth 沉迷于某事；被某物吸引住
haul n. 获得的大量物品
【例】a good haul of fish 一网捞了很多鱼
his haul of 40 goals in a season 一个赛季获得了40分
IMAX, whose screens are as large as 38 metres (125 feet) wide with denture-rattling sound systems, had worldwide box-office takings of $1.1bn last year and its biggest-ever haul in America and Canada.
IMAX的银幕宽达38米(125英尺)，配有震得你牙齿打架的音响系统，去年全球票房收入为11亿美元，在美国和加拿大达到了有史以来最高的票房。
be glued to sth 被粘在某物上；目不转睛地看着某物
【例】He spends every evening glued to the TV.
他每天晚上都要看很长时间的电视。
【近义词】be absorbed in sth 沉迷于某事；被某物吸引住
haul n. 获得的大量物品
【例】a good haul of fish 一网捞了很多鱼
his haul of 40 goals in a season 一个赛季获得了40分
On February 27th IMAX reported that its annual revenue was up by a quarter, and it expects to install up to 150 new screens in 2024. IMAX’s improbable success exemplifies a trend: as cinema-going changes from a regular habit into an occasional treat, the fanciest theatres are prospering.
2月27日，IMAX报告称，其年收入增长了四分之一，预计2024年将安装多达150块新银幕。IMAX看似不可能的成功体现了一种趋势：随着去电影院看电影从经常性的习惯转变为偶尔的享受，最豪华的影院正在蓬勃发展。
improbable adj. 不可能是真实的
【例】an improbable story 大概不是真实的故事
【近义词】unlikely adj. 不可能发生的；不是预料中的
【例】They have built hotels in the most unlikely places.
他们把旅馆建在最不可能开旅馆的地方。
treat n. 乐事；享受
【例】When I was young chocolate was a treat.
在我小时候，吃巧克力是一种难得的享受。
【近义词】indulgence n. 放纵；享受
Features such as heated, reclining seats and waiter service pushed the average price of admission in America above 9 before the pandemic.
加热躺椅和服务员服务等特色将美国的平均电影票价格从疫情前的约9美元推高至去年的10.50美元以上。
admission n. 允许进入；门票
【例】the university admissions office 大学招生办公室
hospital admission 入院治疗
admission charges 入场费；门票
tempt v. 引诱；诱惑
【例】Nothing would tempt me to live here.
什么也吸引不了我到这里居住。
tempt him off the right path 引诱他偏离正道
【搭配】tempt sb into sth 引诱某人做某事
Cinema chains have tried to tempt audiences out of the house with outdoor, moonlit screenings (blankets and cocktails are sold separately) and speed-dating events in the lobby.
连锁影院试图通过露天、月光下的放映活动(毯子和鸡尾酒单独出售)和大堂里的快速相亲活动来吸引观众走出家门。
admission n. 允许进入；门票
【例】the university admissions office 大学招生办公室
hospital admission 入院治疗
admission charges 入场费；门票
tempt v. 引诱；诱惑
【例】Nothing would tempt me to live here.
什么也吸引不了我到这里居住。
tempt him off the right path 引诱他偏离正道
【搭配】tempt sb into sth 引诱某人做某事
The luxury-cinema trend is not limited to America. IMAX’s share of the international box office (excluding China) rose from 1.7% in 2019 to 2.1% last year. CGV, a South Korean chain with branches across Asia, has rebranded its multiplexes as “cultureplexes”, offering music, gaming and dining alongside films.
豪华影院的风潮并不局限于美国。IMAX在国际票房中的份额(不包括中国)从2019年的1.7%上升到去年的2.1%。在亚洲各地设有分店的韩国连锁影城CGV已将其多厅影院改名为“多文化影院”，除了电影还提供音乐、游戏和餐饮服务。
multiplex n. 多厅影院
【例】multiplex cinema and single-screen cinema
多厅影院和单厅影院
【拓展】complex n. 综合体
feature n./v.
1. 作名词：特色；特点
【例】The feature of this mobile phone is its large battery capacity.
这个手机的特点是电池容量很大。
2. 作动词：以……为特色；特点是……
【例】This store features round-the-clock service.
这家店的特色是24小时营业。
Auditoriums feature wind, rain and scents, as well as “sweetbox” seats for young couples, who want privacy from parents that living-room couches do not offer. Vox Cinemas, an Emirati chain, has a VIP menu featuring wagyu beef wrapped in gold leaf, for $119.
放映厅里有风、有雨和气味体验，还有专为年轻情侣准备的“甜蜜包厢”座椅，这些情侣希望有一点隐私，不被父母打扰，这是客厅沙发无法提供的。阿联酋的连锁影院Vox影院有一个贵宾菜单，里面有金箔包裹的和牛牛肉，售价119美元。
multiplex n. 多厅影院
【例】multiplex cinema and single-screen cinema
多厅影院和单厅影院
【拓展】complex n. 综合体
feature n./v.
1. 作名词：特色；特点
【例】The feature of this mobile phone is its large battery capacity.
这个手机的特点是电池容量很大。
2. 作动词：以……为特色；特点是……
【例】This store features round-the-clock service.
这家店的特色是24小时营业。
Theatre operators must hope audiences are hungry for these add-ons; this year’s movie menu is limited. Strikes last year in Hollywood have delayed titles, including “Mission: Impossible” and “Avatar” sequels, to 2025.
影院运营商肯定希望观众是渴望得到这些附加服务的，因为今年上映的电影很有限。好莱坞去年的罢工已经将《碟中谍》和《阿凡达》续集在内的许多电影推迟到了2025年上映。
add-on n. 附加服务
【例】In some departments the add-ons exceed salary.
在有些部门，附加的各种福利比工资薪金还多。
Successful cinemas will treat a trip to the movies as the rare luxury it is fast becoming.
成功的电影院将把去电影院看电影视作一种少有的奢侈享受，去电影院正在快速地奢侈化。
add-on n. 附加服务
【例】In some departments the add-ons exceed salary.
在有些部门，附加的各种福利比工资薪金还多。
课后练习
What is the current state of the cinema industry?
A. The growth remains weak.
B. It has recovered from the pandemic.
C. It is expanding due to streaming services.
D. The box office has broken a record.
What is the reason behind IMAX's success?
A. It has more chain stores.
B. It is more affordable.
C. It boasts fancier equipment.
D. It offers more frequent screenings.
What is the luxury-cinema trend?
A. Cinemas raise the admission fees for audiences.
B. Cinemas adopt a membership-based business model.
C. Cinemas are catering to rich and high-spending consumers.
D. Cinemas offer diverse services and entertainment options.
According to the author, going to the cinema will become ____.
A. an escape from the everyday life
B. a social and interactive event
C. a luxurious and enjoyable experience
D. a convenient and time-saving leisure