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Netflix Hopes to Recapture ‘Squid Game’ Magic
网飞想重现《鱿鱼游戏》魔法
In Los Angeles, 1,600 people ran a 4.56-kilometer race to win admission to an early screening of the show.
在洛杉矶，1600人参加了一场4.56公里的赛跑，以赢得《鱿鱼游戏》第二季的提前放映入场券。
In Paris, Netflix shut down the Champs-?lysées so 1,000 participants could test their mettle in a classic children’s game of Red Light, Green Light before 20,000 spectators.
在巴黎，网飞封锁了香榭丽舍大道，让1000名参与者能够在2万名观众面前比拼胆量，玩经典儿童游戏“红绿灯”。（注：红绿灯游戏类似木头人，喊绿灯跑，喊红灯停。）
And in Seoul, the Dongdaemun Design Plaza was transformed for a K-pop-like concert, complete with confetti, light sticks and a dance number featuring pink-clad guards.
在首尔，东大门设计广场被改造成了类似韩流演唱会的现场，有彩纸、荧光棒，以及身穿粉色服装的警卫表演舞蹈。
Hello, world. “Squid Game” is back.
你好，世界。《鱿鱼游戏》回归了。
When the deadly, dystopian South Korean show debuted in September 2021, it became a surprise worldwide sensation.
这部死亡大逃杀的反乌托邦韩剧在2021年9月首播，出人意料地在全球引起轰动。
It racked up 2.8 billion views on Netflix, the most-watched show or film ever on the service.
这部剧在网飞的观看量达到了28亿次，是该平台有史以来观看量最大的影视剧。
Sales of white slip-on Vans spiked significantly.
白色一脚蹬万斯板鞋的销量大幅飙升。
Fans designed their own track suits.
粉丝们设计了自己的运动服。
Backyard versions of Red Light, Green Light became a thing.
在自家后院里玩“红灯停，绿灯行”成为了一种潮流。
Netflix was not prepared for the frenzy.
但当时的网飞没来得及为这场热潮做好准备。
“Everything we did outside of Korea was reactive, because we didn’t know,” Marian Lee, Netflix’s chief marketing officer, said about the huge response.
“我们在韩国以外的地方所做的一切都是被动的，因为我们不知道（这部剧会火），”网飞首席营销官玛丽安·李在谈到这部剧的热烈反响时说，
“Even the content executives didn’t anticipate that it would be such a global phenomenon.”
“连内容高管们都没有预料到它会成为这样一个全球现象。”
It seems that the only unknown surrounding the second season, which arrives Thursday, is just how many people will watch.
而现在看来，围绕第二季（周四开播）的唯一未知数就是会有多少人观看。
Netflix’s marketing budget for the new season is far bigger than it was for the first one, now about the size earmarked for a couple of the company’s other global hits, “Stranger Things” and “Bridgerton.”
网飞给第二季的营销预算比第一季要高得多，接近拨给其他几部全球热门剧集的预算，比如《怪奇物语》和《布里奇顿》。
Netflix is also pushing the first season on its service, to remind people of the three-year-old show.
网飞也在其平台上大力推送第一季，以唤醒人们三年前的看剧记忆。
The company’s new “Squid Game” video game was also just released, and can be played whether or not you have a Netflix account.
网飞的新视频游戏《鱿鱼游戏》也刚刚发布，无论你是否拥有网飞账户都可以玩。
Puma is making its own version of the show’s track suit, and McDonald’s Australia just unveiled a “Squid Game” happy meal.
彪马正在制作自家版本的鱿鱼游戏运动服，澳大利亚的麦当劳也刚刚推出了“鱿鱼游戏”快乐套餐。
“We’ve had a very specific campaign to get people to rewatch, because you kind of just remember: ‘Oh, childhood games. People die. That was shocking,’” Ms. Lee added.
“我们举办了非常特别的活动，让人们再次追剧，因为你可能只记得‘哦，童年游戏。人终有一死。太令人震惊了’这几句台词，”李女士补充道，
“We also need to activate the fandom, to get them talking.”
“我们还需要激活粉丝群体，让他们讨论这部剧。”
When the first season became a global blockbuster, it reaffirmed Netflix’s international strategy of hiring local creative executives to make shows for people in their own country.
第一季成为全球爆款剧，这再次证实了网飞国际策略的正确性，聘请本地创意高管为自己国家的观众制作电视剧是有效的。
It has been increasingly crucial for growing the business.
这一策略对增长业务变得越来越重要。
The streaming giant started making local content for various regions around the world in 2015, with the show “Club de Cuervos” in Mexico.
这家流媒体巨头从2015年开始为全球各个地区制作本地内容，其中包括墨西哥剧《乌鸦俱乐部》。
The first series to find an audience outside its local country was the Spanish heist drama “La Casa de Papel,” which, in its five seasons, generated 6.7 billion hours viewed, according to Netflix.
吸引了本土之外观众的第一部电视剧是西班牙抢劫剧《纸钞屋》，网飞称，该剧在五季中创造了67亿小时的观看时长。
Now the company has 26 local offices overseas, and most of its subscriber growth comes from areas outside the United States.
现在网飞在海外有26个当地办事处，大部分用户增长都来自美国以外的地区。
“That investment in those countries is a really important part of what we do,” said Bela Bajaria, Netflix’s chief content officer.
“在这些国家投资是我们业务中的重要部分，”网飞首席内容官贝拉·巴贾里亚说，
“They all have the authority to greenlight their own shows and movies.”
“他们都有权批准自己的电视剧和电影。”
