比赚钱《阿凡达》战胜《泰坦尼克号》的六大原因
编辑点评：这段日子以来，所有人都在讨论一部电影：《阿凡达》。有人为了它一大早4点就去排队等开门买票，有人跟团出国去看电影。究竟阿凡达有什么魅力足以吸引这么多的观众，赚那么多的票房？有关专家分析出了六大理由，其中不乏商业之道、运营策略，也许也会让你在职场工作中有所启示。
这段日子以来，所有人都在讨论一部电影：《阿凡达》。有人为了它一大早4点就去排队等开门买票，有人跟团出国去看电影。究竟阿凡达有什么魅力足以吸引这么多的观众，赚那么多的票房？有关专家分析出了六大理由，其中不乏商业之道、运营策略，也许也会让你在职场工作中有所启示。

It's been in theaters for three weekends and director James Cameron's Avatar is still going like gangbusters. Its billion-dollar (and counting) worldwide gross makes it a shoo-in as the all-time second-highest-grossing film, but can it topple the current No. 1, Cameron's Titanic? Forecasting is a tricky business, and, as with that last Cameron film, analysts are wary of guessing at Avatar's future. It won't eclipse Titanic in raw ticket numbers, but there's a good chance that if Avatar can sustain its holiday-season momentum, it could be well on its way to the biggest-ever worldwide gross (unadjusted for inflation). Here are six factors that could help push the otherworldly epic into the top spot:

上映三周，《阿凡达》依旧保持着彪悍的票房。专家估计，如果能保持这样的势头，《阿凡达》将有望在总盈利上超过卡梅隆上一部经典之作《泰坦尼克号》。以下便是专家指出的6个超越理由：

1. The hard part is done. It took The Dark Knight seven months to gross $1 billion worldwide. It took Titanic nearly three months. Avatar has pocketed the same amount in a cool 17 days. The market pressure to release a film on DVD means movies aren't in theaters for seven to eight months anymore, as Titanic was. In Avatar's case, it doesn't need that much time: the heavy lifting is done, and after a scorching three-week kickoff, there's just (just!) over $800 million to go to beat Titanic's record.

其一，恶战已过，前途光明。《黑暗骑士》7个月时间赚了10亿，《泰坦尼克号》用了3个月的时间，而《阿凡达》仅用了区区17天。因为没有前者那么大的碟片发行压力，加上之前的好成绩，《阿凡达》仅需再加8亿就能轻松击败卡梅隆前作。

2. It's competing against itself. January is historically the dumping ground for the year's weakest films, and this year looks to be no different: where December had strong commercial fare like Alvin and the Chipmunks: the Squeakquel and Sherlock Holmes, January will average only three wide releases per weekend and boasts only one ballyhooed release (The Book of Eli, starring Denzel Washington). Titanic capitalized on the same January doldrums by roaring past the 1997 holidays to earn most of its cash in 1998. Then again, if you're operating on as much momentum as Avatar is, "competition can be overrated," says Brandon Gray, president and publisher of BoxOfficeMojo.com. The film has established itself as a must-see, and "at this point, people who are going to see Avatar are going to see Avatar and would even if the slate was strong," Gray argues. The biggest threat to Avatar's lead could be when it has to cede 3-D screens to the next 3-D blockbuster, March's Alice in Wonderland.

其二，天下无双，独孤求败。一月档的电影往往都比较弱，12月份好歹还有《艾文与花栗鼠续集》跟《福尔摩斯》分一杯羹，到了一月份就没啥能放在眼里的对手了。当年《泰坦尼克号》差不多也这状况，但《阿凡达》的优势更明显，它不但把自己打造成了一部不容错过的影片，还将抢占3D荧幕直至3月份的《爱丽丝梦游仙境》上映。

3. Marketing the "novelty factor" has succeeded. The water-cooler wisdom you've probably heard about Avatar hits at the core of its marketing success: If you want to see this movie, you must see it in a theater. Fox positioned the film as a cinematic event, enticing audiences typically turned off by fantasy or science-fiction films by emphasizing the spectacle and majesty of it all. Call it Netflix proofing: "It's really hard to sell the idea that you can have the same experience at home," says David Mumpower, an analyst at BoxOfficeProphets.com. "Avatar faced expectations as unreasonable as there are, and it met them. That made it a near-impossible triumph that people suddenly wanted to see." (www.51education.net 无忧教育)

其三，新奇卖点，成功推广。管你怎么再冷静，听说《阿凡达》在电影院看才有效果的时候，你也会忍不住动心。福克斯将该片打造成一部影院盛宴，用卓越的特效和卡梅隆的口碑诱惑着观众进电影院观看。实际上这年头电影如果在家看在影院看没啥大差别的话，那还真卖不出什么票来。不管这个事实多么不合理，但《阿凡达》的市场推广真的做到了让本来百般无聊的人们有了想进电影院看片的冲动。