{"id":42217,"date":"2019-03-18T00:00:00","date_gmt":"2019-03-17T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/kak-ne-nuzhno-perevodit-nazvaniya-filmov"},"modified":"2020-02-18T13:45:03","modified_gmt":"2020-02-18T10:45:03","slug":"kak-ne-nuzhno-perevodit-nazvaniya-filmov","status":"publish","type":"post","link":"https:\/\/prohoster.info\/en\/blog\/news\/kak-ne-nuzhno-perevodit-nazvaniya-filmov","title":{"rendered":"How NOT to Translate Movie Titles","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

The title of a film is the first thing that catches the viewer's attention. The initial contact with the movie often determines their interest in it. Much depends on the title regarding whether a person will watch the film's trailer and go see it in theaters.<\/p>\n

Considering that the film industry generates tens of billions of dollars for media corporations, titles are meticulously chosen based on trends, audience reactions, and various marketing factors.<\/p>\n

Films aimed at global releases are localized in dozens of countries. This is where the challenges begin. Often, titles are translated in ways that differ significantly from the original. While sometimes this is justified, there are cases where the 'new' title simply doesn\u2019t fit. This is what we will discuss.<\/a><\/noindex><\/p>\n

Why film titles are adapted<\/h2>\n

<\/p>\n

Reason 1. Marketing<\/h3>\n

\nThe main reason is pretty straightforward \u2014 to ensure the film sells better in a specific market. The characteristics of the American, Russian, and Asian film markets are very different, which is why localization is often handled by specialized companies familiar with these nuances. <\/p>\n

Marketing plays a huge role. Let's refer to a classic and take the blockbuster 'Die Hard'. <\/p>\n

\"How
\n
\nIn amateur piracy localization, the title was translated as 'Die Hard but with Dignity'. Quite clunky, don't you agree? <\/p>\n

'Die Hard' is an idiom that means 'to resist until the end', 'not to give up', 'unyielding', 'tenacious'. <\/p>\n

Official localizers found an excellent equivalent that accurately conveys the original meaning of the title, sounds great, and is easy to remember. Moreover, the phrase 'krepkiy oreshek' itself is an idiom, making the adaptation nearly flawless.<\/p><\/blockquote>\n

Often, titles that are successful in foreign markets would absolutely flop in Russian.<\/p>\n

For example, the comedy 'The Men Who Stare at Goats' was titled 'Bezumny Spetsnaz' in its Russian release. We also believe that a film titled 'People Who Stare at Goats' wouldn\u2019t even attract George Clooney in the Russian market.<\/p>\n

\"How
\n
\nOn the other hand, marketers love to mention sex \u2013 it greatly boosts movie attendance. That\u2019s why the comedy \u2018No Strings Attached\u2019 was localized as \u2018More Than Sex\u2019. A literal translation would be \u2018Without Obligations\u2019, which also hints at sex, but the target audience might not grasp it. The localizers decided to play it safe.<\/p>\n

As for truly clever marketing tricks from localizers, one stunning example is the film \u2018Public Enemies\u2019, which in Russian release became \u2018Johnny D.\u2019. The main character of the film was John Dillinger \u2013 a notorious American criminal from the 1930s, played by Johnny Depp. Thus, the localizers hit multiple targets: the title fits the film harmoniously, referencing the main character, while the audience gets a direct association with Johnny Depp.<\/p>\n

\"How
\n
\nThe complete replacement of the original title here is explainable and permissible. However, this is rather an exception to the rule, as such a trick only works in isolated cases.<\/p>\n

Reason 2. Cultural Differences<\/h3>\n

\nThis reason is particularly relevant when localizing American films for the Russian market. In films from the USA, especially in action movies and historical dramas, American patriotism is often emphasized.<\/p>\n

\u2018American\u2019 in the USA has already become a brand, as if something is called \u2018American\u2019, it is almost automatically considered good by the American populace.<\/p>\n

However, in Russia, especially over the past 5 years, the word \u2018American\u2019 evokes negative associations, so it tends to be avoided. For example, the film \u2018American Sniper\u2019 (2014) was translated as \u2018Sniper\u2019. Apparently, the publisher feared that the word \u2018American\u2019 in the title would negatively impact box office performance. <\/p>\n

Another telling example is \u2018Captain America: The First Avenger\u2019 (2011) \u2013 a fantastic film based on Marvel comics. The \u2018Captain America\u2019 from the title simply disappeared \u2013 despite Marvel's strong tendency to mention the superhero's name in the title of the film. <\/p>\n

\"How
\n<\/p>\n

Previously, such cultural prejudices were much less pronounced. Here are several films made before 2010 where the word 'American' or its derivatives were easily included in the title without resulting in box office failure:<\/p>\n