弹幕电影,究竟是噩梦还是潮流

A moviegoer's worst nightmare or the coolest wave of the future?
它是观影者最可怕的噩梦还是未来最酷的潮流？

The new "bullet screen," or danmu, model of movie-watching that has recently been introduced in select theaters in China can perhaps be most pithily summed up with the title of the 2010 Chinese action comedy "Let the Bullets Fly."
最近中国的一些剧院引进了新的观影模式——“弹幕”，它也许可以用2010年中国动作喜剧电影《让子弹飞》的标题来简洁地概括。

In this case, the bullets don't refer to actual bullets, but to text messages that audience members send via their mobile phones while watching the film. The messages are then projected onto the screen, so that at any given time the scene may be overlaid with multiple "bullets," or comments, scrolling across the screen.
在这里，子弹指的不是真的子弹，而是观众在观影时用手机发送的短信。这些短信投射到银幕上，所以银幕随时可能被好多滚动的“子弹”或者评论所覆盖。

What might seem like a hellish scenario for those still keen on the solitary escapism associated with a traditional movie-going experience is meant to appeal to younger audiences for whom mobile phones have become lifelines and sharing one's every thought — even about something as banal as the air-conditioning in the cinema — has become a way of life. Over the past month, several theaters around China have been experimenting with "bullet screen" showings of films like the 3-D animated film "The Legend of Qin" and the third installment of the blockbuster young-adult franchise "Tiny Times."
有些人仍然热衷于传统观影体验带来的孤独遁世感，对于他们来说，“弹幕”可能是地狱般的场景；不过它是为了吸引更年轻的观众，对他们来说手机已经成了生命线，分享每一个想法已经成了一种生活方式——哪怕是关于影院空调这样的琐事。在过去一个月中，中国的几家影院试着用“弹幕”放映了3-D动画电影《秦时明月》和轰动一时的青春电影系列《小时代》的第三部。

Since the release of "Tiny Times 3" in July, its distributor, Le Vision Pictures, has organized several "bullet screen" showings in Beijing as part of a post-release marketing strategy.
自从《小时代3》7月份上映以来，它的发行公司乐视影业在北京组织了几场“弹幕”放映，作为上映后市场推广策略的一部分。

"We wanted to create a social experience and promote it among young people," said Enya Sun, a public relations manager at Le Vision Pictures. "If it was a Zhang Yimou film," she said, referring to the celebrated Chinese film director, "we probably wouldn't do it, because it would be less focused on young people. But if it's a movie oriented to very young people, we could potentially do it on a national scale."
“我们想创造一种社会体验，在年轻人中推广它，”乐视影业的公关经理孙亚雄说，“如果是张艺谋的电影，我们很可能就不会这么做，因为他的电影不是以年轻人为主要对象。但是如果一部电影就是针对年轻人的，那我们可能在全国范围内采用这种放映方式。”