In our post we went a little deeper into the localization, and in this post we will highlight some of the challenges that filmmakers and right holders face when it comes to localizing.
Understanding Localization Challenges
Even when two countries share the same language, as in the United States and the United Kingdom, the premises or themes of many shows are not well adapted to all kinds of audiences. It becomes even more evident in countries and regions that may have less in common culturally, linguistically, or in terms of language family. A crucial aspect of localization is ensuring that you do not offend your audience, as well as navigating through any potential censorship issues.
The Impact of Cultural Differences on Film Localization
So, how do you localize? In the Russian language, for example, content is usually 60% longer than English, while in the Thai language it is usually 50% shorter than the English equivalent. Colors, for example, can have different meanings in different countries, so it is not just words that may create negative appeal.
Language Length Differences in Localization
Objects and ideas hold a variety of symbolic meanings in different cultures and localities. So, it’s important that the connotations of colors, foods, and animals—amongst many other things—are taken into account before simply undertaking a literal translation.
Symbolic Meaning of Colors, Foods, and Objects
For example, you can’t present South Korean farmers in a film with an ox and cart, architecture that looks more Japanese than Korean. It would also be well-thought that the same characters’ names or the use of surnames be considered. In certain countries, such as Spain, two surnames are common.
Cultural Sensitivity in Film Content
Another widely successful method of selling your film to an international market is the use of actors who are already very popular with your target audiences or the opposite—using locals.
Stereotyping and the Importance of Accurate Representation
In the United States, children may have a negative opinion of certain vegetables, like broccoli, but Japanese children do not seem to have such a negative opinion of this vegetable. So, broccoli could be replaced by green peppers. However, green peppers in Japan are generally considered to be disgusting.
Effective Localization Methods for International Markets
People of Indian nationality do not eat pork or veal, preferring chicken. There may also be differences in meal times or working hours. Let’s also consider different attitudes towards certain drinks—not only food. For example, the normal consumption of beer in Germany, which in some localities might be considered poorly, is quite compatible with their culture.
Using Popular Actors for Local Audiences
In China, the concept of time travel is at odds with its cultural values, as it deters the rewriting of history or the promotion of cults or superstitions, or films that have become taboo in countries such as Russia and Malaysia for the projection of sex scenes that are not consistent with their values.
Navigating Cultural Attitudes Toward Time Travel and Taboo Topics
Censorship and Cultural Values in International Markets
Why Localization is Essential for Modern Film Audiences
The answer is yes, in a world driven by consumerism, satisfying the needs and desires of the consumer is paramount. The modern market requires not only the translation of content but a translation that the viewer will enjoy.
Film Industry Examples: When Localization Goes Wrong
Do you know of any examples in the film industry that fail to take localization into account? How will you localize your next movie or series? Let us know!
