情趣用品行業(yè)喜迎《五十度灰》上映

When toys are made for movies, they are usuallyintended for children.

為電影打造的玩具一般是旨在吸引兒童的。

But with the Valentine’s Day weekend premiere of“Fifty Shades of Grey,” many of the tie-ins to the filmare for adults only.

但是將于情人節(jié)周末首映的《五十度灰》(Fifty Shades ofGrey)捆綁銷售的許多物品都是只為成人準(zhǔn)備的。

 

 

The sex toy industry is banking on the hope that the Universal Pictures film will generatesoaring sales, much the way the blockbuster erotic novel of the same name created thousandsof new customers from the female readers who passed the book around their suburban culs-de-sac.

這部影片由環(huán)球影業(yè)推出，根據(jù)轟動一時的同名情色小說改編，該小說為性玩具產(chǎn)業(yè)帶來了成千上萬名新消費(fèi)者，大部分是在自家郊區(qū)宅邸中讀了這本書的女性，該行業(yè)希望影片也能發(fā)揮同樣效果，為產(chǎn)品銷量帶來巨大提升。

In anticipation of such keen interest, mainstream retailers are stocking up on the pleasureindustry’s blindfolds, whips, handcuffs and masks. Manufacturers have designed newpackaging and products to fit the kinky tone and theme of the film, which is based on E. L.James’s story about a naïve young woman’s introduction to games of sexual bondage.

主流零售商期待人們會對這一領(lǐng)域產(chǎn)生強(qiáng)烈興趣，已經(jīng)儲備了大量性愛產(chǎn)業(yè)出產(chǎn)的眼罩、鞭子、手銬和面具。制造商設(shè)計出新包裝和新產(chǎn)品，配合該片奇異的基調(diào)和主題。小說原著由E·L·詹姆斯(E. L. James)撰寫，講述一個天真的年輕女人進(jìn)入性愛奴役的領(lǐng)域。

Even Target, one of the nation’s largest retailers, recently began selling an official “Fifty Shadesof Grey” “vibrating love ring,” an item intended for wear by men, but not on the finger.

就連全國最大的零售商之一Target最近也開始銷售《五十度灰》官方版“震蕩環(huán)”，這是給男人戴的，不過不是戴在手指上。

“It is the biggest moment for our industry in popular culture pretty much ever,” said ClaireCavanah, a co-founder of Babeland, an adult novelty retailer. “We’re all sort of preparing forwhat could be another wave of toys.”

“這大約是我們這個行業(yè)在流行文化中最受關(guān)注的時刻，”成人玩具零售商Babeland的聯(lián)合創(chuàng)始人之一克萊爾·卡瓦納(Claire Cavanah)說。“我們正在全力準(zhǔn)備下一波可能到來的性玩具高潮。”

Ms. James’s sexually charged trilogy — two followed “Fifty Shades of Grey” — became a culturalphenomenon, and turned Ms. James into something of a legend.

詹姆斯女士這本充滿性愛情節(jié)的三部曲——《五十度灰》之后還有兩本——成了文化現(xiàn)象，詹姆斯也在某種程度上成為傳奇。

She sold the publishing rights to Vintage Books, a division of Random House, and soon reachedeven more readers who may never have normally read erotic fiction.

她把版權(quán)賣給了蘭登書屋(Random House)旗下的Vintage Books，很快擁有了更多讀者，其中很多人從未讀過情色小說。

Last year, Vintage Books announced that it had sold 100 million copies of the series. Ms.James, a middle-aged British mother and former television producer, was credited withintroducing the concept of BDSM (standing for, loosely: bondage/discipline,domination/submission, sadism/masochism) into the mainstream vernacular.

去年，Vintage Books宣布，該系列售出了一億冊。詹姆斯是一位英國中年母親，曾經(jīng)當(dāng)過電視制片人，人們認(rèn)為她把BDSM(代表綁縛/調(diào)教、支配/臣服、施虐/受虐)概念引入了主流話語。

She also ignited a huge bidding war in Hollywood. Executives vied for a chance to pitch Ms.James and her literary agent, Valerie Hoskins, on how best to tell the story of Anastasia Steele,a virginal 21-year-old student who becomes the submissive sexual partner to Christian Grey,a successful 27-year-old businessman.

她還引發(fā)了好萊塢激烈的競標(biāo)風(fēng)潮。高管們競相向詹姆斯以及她的文學(xué)代理人瓦萊麗·霍斯金斯(ValerieHoskins)投標(biāo)，說他們能拍好這個關(guān)于安娜斯塔西婭·斯蒂爾(Anastasia Steele)的故事，在書中，這個21歲的處女學(xué)生成了受27歲的成功商人克里斯蒂安·格雷(Christian Grey)支配的性伴侶。

Universal Studios and Focus Features eventually won, and agreed to pay $5 million for therights to make the film.

最后獲勝的是環(huán)球影業(yè)與焦點(diǎn)電影公司(Focus Features)，它們同意支付500萬美元，獲取電影改編權(quán)。

The studio wanted to capitalize on the same readers — and others — who sent sales of adultproducts skyrocketing after “Fifty Shades of Grey” had its debut as an e-book in 2011.Suddenly, retailers had trouble keeping once-obscure products in stock. The novel spurred a7.5 percent jump in sales of sex-themed products, including toys, videos and books, in 2013,according to a report from the research firm IBISWorld.

環(huán)球影業(yè)希望充分利用該書的同一批讀者——乃至其他觀眾——自2011年《五十度灰》以電子書形式登場以來，這些讀者令成人用品的銷售額突飛猛漲。突然之間，這些一度不為人知的產(chǎn)品供不應(yīng)求。一份來自調(diào)研機(jī)構(gòu)IBISWorld的報告表明，2013年，在這本書的刺激之下，與性有關(guān)的產(chǎn)品銷售額上漲了7.5%，包括性玩具、錄像與書籍。

“We were kind of taken by surprise when the book came out,” Ms. Cavanah said. “But we’remuch more prepared for the movie.”

“這本書所帶來的影響令我們大吃一驚，”卡瓦納說。“但我們?yōu)檫@部電影做了很多準(zhǔn)備。”

The movie will not be as graphic as the book. Neal Slateford, a co-founder of Lovehoney, theonly company that has the rights to make the official “Fifty Shades of Grey” adult products soldin Target and elsewhere, does not expect certain toys used in the book’s steamiest scenes toappear in the movie.

電影不會像書那樣生動形象。Lovehoney公司是唯一一家獲官方許可，為《五十度灰》生產(chǎn)成人用品的公司，并可將這些產(chǎn)品在Target等公司出售。Lovehoney的聯(lián)合創(chuàng)始人尼爾·斯雷特福特(Neal Slatefod)說，公司不指望書中某些最情色、使用了某些特定道具的場景會出現(xiàn)在電影中。

In an interview, Mr. Slateford said that his brand would not be featured in the film either,although some of the tamer products themselves could be.

在采訪中，斯雷特福特說，他的品牌也不會出現(xiàn)在電影里，盡管某些較為溫和的產(chǎn)品有可能會出現(xiàn)。

“I think that the movie will reignite sales of the book, which could boost sales,” he said.

“我想這部影片會重新引發(fā)購書的高潮，而書會促進(jìn)成人用品銷售，”他說。

Adult-toy experts say it’s difficult to provide an accurate estimate of sales or specific itemsinspired by the book. But they do point to a few things.

成人玩具專家說，很難準(zhǔn)確估計這本書刺激了多少成人用品的銷量或特別物品的銷量，但他們的確能指出某些東西。

The novel includes one particularly graphic scene involving Ben Wa Balls, also known as Kegelballs, an item that retailers had for years largely promoted as a sexual health product forwomen, especially after giving birth.

書中有個格外生動的場面寫到了本華球(Ben Wa Balls)，又名凱格爾球(Kegel balls)，多年來，零售商們一直將它作為一種促進(jìn)女性性健康的產(chǎn)品進(jìn)行推銷，特別是生育之后的性健康。

Sales of the balls immediately spiked. The large sex product manufacturer California ExoticNovelties, which used to sell 80,000 to 90,000 each year, sold one million in the six monthsafter the book’s debut, according to its president and chief executive, Susan Colvin.

這種球的銷量達(dá)到了頂峰，性用品大生產(chǎn)商加州性愛用品(California Exotic Novelties)的總裁兼首席執(zhí)行官蘇珊·科爾文(Susan Colvin)說，公司過去每年只賣出8萬至9萬個本華球，在這本書出版6個月內(nèi)就賣出了100萬個。

“There was a worldwide shortage of pleasure balls, literally,” said Mr. Slateford, the co-founderof Lovehoney. “Knowing that those aren’t going to be in the movie, I wouldn’t expect to beselling a huge amount of those.”

“事實(shí)上，這種性愛用品出現(xiàn)了全球性短缺，”Lovehoney的聯(lián)合創(chuàng)建者斯雷特福特說。“聽說這種產(chǎn)品不會在電影中出現(xiàn)，我認(rèn)為它的銷量不會再激增了。”

The sex toy industry is largely private, and not just culturally. Financial data is difficult to findbecause so few companies are publicly held.

性玩具產(chǎn)業(yè)非常私密，這不僅僅體現(xiàn)在文化上。相關(guān)的財務(wù)數(shù)據(jù)也很難找到，因?yàn)樾酝婢吖編缀醵紱]有上市。

Some experts, like Sara Ramirez, the associate publisher for retailing for the adultentertainment trade publication XBIZ, agree that Americans buy somewhere between $1 billionand $2 billion worth of pleasure products annually. A more conservative estimate fromIBISWorld pegged that number at $610 million in 2013 and projected it to grow to $792million by 2018.

成人娛樂用品銷售業(yè)出版物《XBIZ》的聯(lián)合出版人莎拉·拉米雷斯(Sara Ramirez)等專家認(rèn)為，美國人每年花費(fèi)10億到20億美元購買性玩具。IBISWorld的估計更加保守，認(rèn)為2013年美國人花了6.1億美元購買性玩具，到2018年，這個數(shù)字將增長到7.92億美元。

Since only Lovehoney can officially use the “Fifty Shades of Grey” name, others have beenforced to get creative. Pipedream Products, which makes sex toys and novelties, redesignedsome of its packaging with a gray-and-black color scheme from the movie.

自從Lovehoney可以正式使用“五十度灰”的名字之后，其他品牌就必須更有創(chuàng)意才行。Pipedream也是專們生產(chǎn)性玩具的公司，它把若干包裝重新設(shè)計為灰黑色，以便和這部電影契合。

California Exotic Novelties broadened its line of “Scandal” restraints when the movie’s trailercame out in July.

去年7月，當(dāng)電影推出預(yù)告片時，加利福尼亞性愛用品公司拓展了它的“丑聞”束縛用品生產(chǎn)線。

And Jimmyjane, known for its vibrators, is taking its first foray into “soft goods” with a new setof fetish kits inspired by the film that include items like blindfolds and silk ties.

Jimmyjane公司以振蕩器而聞名，如今它也開始初次進(jìn)軍“軟性商品”市場，推出新的一系列受電影啟發(fā)的物品，包括眼罩和絲綢領(lǐng)帶。

“I would say that every single person has jumped on the bandwagon in terms of making toysaround ‘Fifty Shades,’ ” Ms. Ramirez, the XBIZ publisher, said.

“我想說，所有人都在趕這股時髦，想做和《五十度灰》有關(guān)的玩具，”《XBIZ》的出版人拉米雷斯說。

Babeland has added 20 new items in anticipation of the movie’s release on Feb. 13.Lovehoney’s “Grey”-themed vibrator is among the best sellers. California Exotic Noveltiesordered 10 times its normal amount of inventory for the six months surrounding the film.

為迎接該片在2月13日的上映，Babeland增添了20種新產(chǎn)品。Lovehoney的“格雷”主題振蕩器是最暢銷產(chǎn)品之一。加利福尼亞性愛用品公司訂購了相當(dāng)于平時庫存十倍的產(chǎn)品，為電影上映后的六個月左右時期做準(zhǔn)備。

Lovehoney products even made their way into Target in December, where its line of “FiftyShades of Grey” candles, lubricant and blindfolds upset some parents a few weeks ago at astore where some items were stocked right next to Captain America toothbrushes.

Lovehoney的產(chǎn)品甚至從12月就已經(jīng)開始在Target銷售，包括冠以“五十度灰”的蠟燭、潤滑液和眼罩，幾周前，這令若干來某家店買東西的父母感到不安，因?yàn)檫@些玩具就放在“美國隊長”牙刷的旁邊。

But while these companies do not want to miss an opportunity to capitalize on the film, theydon’t want to overestimate demand, either.

但這些公司一方面不想錯過利用這部電影的機(jī)會，但他們也不想過高估計市場需求。

Babeland still has some items left over from when it rushed to increase supplies in 2012. Thecompany has been a bit more conservative this time around, and says that the items tied tothe movie represent about 5 percent of all new products.

Babeland仍然有一些2012年急劇增加產(chǎn)品供應(yīng)期間剩下來的物品。這一次，公司顯得保守了一些，聲稱和電影有關(guān)的物品只占所有新產(chǎn)品的5%。

“My personal opinion is that there’s going to be a sharp spike and then it’s going to tail offrather quickly,” said Nick Orlandino, the chief executive of Pipedream Products.

“我個人認(rèn)為，電影上映后銷量會出現(xiàn)峰值，之后也會很快下滑，”Pipedream公司的首席執(zhí)行官尼克·奧蘭迪諾(Nick Orlandino)說。

There are cultural concerns, too. The book may have drawn a niche erotic practice into thespotlight, but some critics also saw a male protagonist who pressured his lover in a way BDSMenthusiasts say is antithetical to what should be a consensual relationship.

此外也有文化方面的考慮。小說可能是把小范圍內(nèi)的性愛體驗(yàn)帶到了聚光燈下，但有些批評家認(rèn)為書中描寫了一個逼迫愛人的男主人公，而BDSM愛好者認(rèn)為，恰恰相反，這是一種雙方一致同意的關(guān)系。

Those misconceptions, some say, could also extend to sex toys. And manufacturers don’twant customers with unrealistic expectations to be disappointed with their products.

有人說，這些誤解也可能會延伸到性玩具領(lǐng)域。生產(chǎn)商們不希望用戶對他們的產(chǎn)品抱有不切實(shí)際的期待，之后又感到失望。

“A lot of the ways they describe the toys and the products in the book, E.L. James didn’t getquite right,” Ms. Colvin said. “Using kegel balls is not too much fun, it’s actually hard work to doit right.”

“E·L·詹姆斯在書中對這些玩具和產(chǎn)品的許多描述都是不對的，”科爾文說，“凱格爾球并不是那么有趣，要想正確使用它并不是那么容易。”