中國明星片酬代言費飆升 你還在為流量明星買單嗎？

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中國明星群體的收入不斷飆升，福布斯數據顯示，今年中國收入最高的10位明星的合計收入超過22億元人民幣，比2015年增長了166%。

與此同時，我國正試圖對該群體日益上升的影響力加以利用，並努力對他們的片酬加以抑制。

Photo credit: Getty Images

A-list actors』 fees have moved in line with box-office receipts』 rise from less than $1bn a decade ago to more than $6bn last year — and are now receiving a further boost from lavish online series.

隨著中國票房收入從十年前的不到10億美元增長到去年的逾60億美元，一線演員的片酬也水漲船高，而大手筆的網劇正進一步推升他們的片酬。

Screenshot: Weibo

The 10 highest-earning celebrities in China pulled in more than Rmb2.2bn this year ($330m), up 166 per cent from 2015, according to Forbes, with film star Jackie Chan topping the list with Rmb330m.

福布斯(Forbes)數據顯示，今年中國收入最高的10位明星的合計收入超過了22億元人民幣（合3.3億美元），比2015年增長了166%，影星成龍(Jackie Chan)以3.3億元人民幣的收入名列榜首。

Actors』 fees can make up 70 per cent of an online drama』s production costs, according to one Beijing-based film producer who did not want to be named. 「Chinese dramas are too reliant on stars,」 he said. 「A lot of people think this kind of astronomical compensation is not in line with the level of acting.」

一名常駐北京、不願透露姓名的電影製作人表示，演員片酬可以佔到一部網劇製作成本的70%。他說：「中國電視劇太依賴明星了。很多人認為這種天價片酬與演技水平並不匹配。」

Screenshot: Weibo

The celebrity endorsements market has also boomed, with top actors juggling multiple brands. Lu Han, a 27-year-old actor sometimes compared to Justin Bieber because of his schoolboy looks, has landed contracts with Star Wars, KFC, L』Oréal, Gap, Puma, Crest and Volkswagen.

明星代言市場也發展得很快，一線明星常同時代言多個品牌。有著「小鮮肉」外表的鹿晗有時會被人們拿來與賈斯汀?比伯(Justin Bieber)比較，這位27歲的中國演員已與星球大戰(Star Wars)、肯德基(KFC)、歐萊雅(L』Oréal)、Gap、彪馬(Puma)、佳潔士(Crest)和大眾汽車(Volkswagen)簽訂了代言合同。

Screenshot: Weibo

「In the past 10 years, prices for top-level celebrities have more than doubled?.?.?.?Now there are many actors who can charge more than Rmb10m for a campaign,」 said Chinese fashion blogger Peter Xu. 「A single post on [China』s equivalent of Twitter] Weibo can be worth hundreds of thousands of renminbi.」

中國時尚博主徐峰立(Peter Xu)說：「過去十年，一線明星的價格翻了一倍以上……現在一個活動收費上千萬元人民幣的演員大有人在。發條微博(Weibo)可能價值數十萬元人民幣。」

Screenshot: Weibo

He added that European fashion brands no longer see Chinese stars as too 「low end」 to work with. But overseas celebrities have been missing out on the Chinese endorsement bonanza, in part because of their low following on social media. Leonardo DiCaprio has just 1.4m Weibo fans, compared with Lu Han』s 42m.

他還表示，歐洲時尚品牌不再認為中國明星過於「低端」而不適合合作。而海外明星則錯失了在中國賺取大筆代言財富的好機會，部分原因在於他們在社交媒體上粉絲較少。萊昂納多?迪卡普里奧(Leonardo DiCaprio)的微博粉絲僅有140萬，而鹿晗是4200萬。

Photo credit: Getty Images

「If you look at Weibo following, even the biggest western artists don』t come close to Chinese superstars,」 says Jonathan Serbin, head of Asia for music company Billboard. 「Ultimately, for a star to be favourite they have to speak your language.」

音樂公司Billboard亞洲區負責人喬納森?瑟賓(Jonathan Serbin)說：「如果看微博粉絲數，就連最大牌的西方藝術家也與中國的超級明星差出不少。畢竟，明星要想獲得大眾喜愛，必須要跟你說同一種語言。」

Photo credit: Getty Images

This year the Communist Party has attempted to channel celebrities』 charisma into its own propaganda. It has ordered Chinese cinemas to play short films celebrating themes such as 「core socialist values」 and featuring movie stars such as Mr Chan before every movie screening.

今年，我國試圖把明星的魅力導入其自身的宣傳之中。它要求中國電影院在每場電影開場前播放由成龍等電影明星出演、頌揚「社會主義核心價值觀」等主題的短片。

It also gathered 100 of China』s top filmmakers, actors and pop stars in the city of Hangzhou for a day last month to study the 「spirit」 of October』s party congress.

上月，它還召集100多位中國頂尖電影製作人、演員和明星，在杭州花一天時間學習今年10月舉行的中共「十九大」的精神。

Screenshot: Weibo

But the party has registered little success to date in reining in A-listers』 rampant fees, despite surveys showing their unpopularity with the public. China』s official TV industry association in September forbade leading actors』 salaries from exceeding 70 per cent of the casting budget. The country』s top media regulator said this year that 「broadcasters are strictly prohibited from using celebrities as their sole bargaining chip」.

但我國在抑制一線明星天價片酬方面迄今未取得什麼成就，儘管調查顯示公眾對這一現象感到不滿。中國廣播電影電視社會組織聯合會等官方組織在9月份提出，影視劇里主要演員不得超過總片酬的70%。中國的最高媒體監管機構廣電總局今年表示「嚴禁播出機構以明星為唯一議價標準」。

Filmmakers say rules on salaries can be evaded by steps such as linking actors』 pay to box office performance. 「There are only about 10 actors who can really open a film here,」 said an industry worker in Beijing. 「There will be ways around the rules.」

一些電影製作人表示，限制演員片酬的規定可通過一些手段規避，比如將演員片酬與票房表現聯繫在一起。「真正叫座兒的演員只有10個左右，」北京的一位行業人士說，「有不少辦法可以繞開規定。」

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