The 68th Berlin International Film Festival is almost upon us, so why not dig a little deeper into the structure and habits of our industry and join Lingual Consultancy in the lead up to event as we delve a little deeper into the hidden elephant in the Film Industry boardroom, localization.
Film industries are becoming increasingly globalized in the modern age, more and more films and series are being submitted for translation, and as the modern consumer expects content to be released in their native language almost simultaneously to its original language release, the pressure for translators to work quickly is building. However, the job of the film translator is not only to translate content but also to localize the film and ensure that the audience enjoy the experience. Localization therefore plays a vital role in the process.
We all recognize the importance and are familiar with the translation process, but it is not the same with the localization process, sometimes decision makers don't know the differences between them or even that localization exists.
Localization is the modification of a content to adapt it to the tastes and consumption habits of other markets, according to their local or regional needs. This concept can help you globalize more efficiently and profitably, perfecting your message and presenting your brand to meet the cultural, functional and linguistic expectations of your global markets. So, is localization important for your film or series that you are showcasing or just another cost of doing business?
Some experts not only tailor content to suit national or regional market preferences, but also recreate messages to maximize cultural appeal and avoid potentially embarrassing or offensive communications, localization is also often required to adapt creative and highly emotional content, so that it resonates clearly in different locations. So how do we measure it?
Perhaps you have a theory on this topic or a different perspective altogether. Either way we look forward to taking you on our Berlinale blog lead up series. Or better yet let’s meet there?
By Lucía Sánchez