電視版《憤怒的小鳥》強(qiáng)勢來襲

by Mandalit del Barco

Angry Birds is just so simple， says Rovios Andrew Stalbow.

Andrew Stalbow： Theyre very unique birds， with each with very special powers that each of which get very upset[心煩的] and aggravated[激怒] by the very rascal-ish注1 pigs whove stolen their eggs.

In the game， players use slingshots[彈弓] to catapult[用彈弓射出] the colorful birds， who dont fly， to destroy structures hiding the green pigs.

The new Angry Birds cartoons go one step farther.

Stalbow： Theres a whole infrastructure[基礎(chǔ)設(shè)施] to the pigs world. They live on an island that has some amazing stories to tell.

Stalbow， whos in charge of[負(fù)責(zé)] Rovios strategic[戰(zhàn)略上的] partnerships， is only a little ambitious[有雄心的] about how far his birds and pigs can fly.

《憤怒的小鳥》就是這么簡單，Rovio娛樂的安德魯·斯塔爾保說。

安德魯·斯塔爾保：這些小鳥與眾不同，每只都有特殊的力量，它們會(huì)因?yàn)槟切┩跌B蛋的無賴搗蛋豬而變得非常煩躁憤怒。

玩家在游戲中要用彈弓把這些顏色各異但不會(huì)飛的小鳥用彈弓彈射出去，以摧毀綠豬們的藏身之所。

新推出的《憤怒的小鳥》卡通則再進(jìn)一步。

斯塔爾保：豬的世界有一套完整的基礎(chǔ)設(shè)施。它們住在一個(gè)島上，有一些好玩的故事呢。

斯塔爾保在Rovio娛樂負(fù)責(zé)的是戰(zhàn)略合作伙伴關(guān)系，他對(duì)這些小鳥和豬能飛多遠(yuǎn)只有一點(diǎn)點(diǎn)野心。

Stalbow： I would describe them as most closely aligned[結(jié)成聯(lián)盟] to， say， Tom and Jerry注2. And I think were thinking about really Looney Tunes注3 for the mobile generation.

New three-minute episodes[（電視劇的）集] will be revealed[顯示] every week when players push a button on the 99 cent game app.

Kirk Hamilton： At its heart， you know， its just fun to play； its just basically sling[彈弓]-shotting birds. So anyone can understand it.

Kirk Hamilton is a features editor for Gawker

Medias gaming website. He says the startup[啟動(dòng)] Rovio has already thrown the video gaming industry for a loop[使……震驚]， and could do the same for TV.

Hamilton： I think thats the thing that makes this really interesting， is that they have this huge embedded[植入的] audience who all have a way to just give them money already. So theyre just giving them more stuff[東西] to spend money on.

Four years after the small Finnish company

launched[推出] its digital game， Rovio has become a major player in the entertainment world.

Rovio joined forces with Lucasfilm to come up with a Star Wars Angry Birds cartoon， games and merchandise[商品，貨物]. Theyve partnered[與……合伙] with 20th Century Fox， National Geographic and even NASA. There are now Angry Birds plush[長毛絨做的] toys， lunchboxes， T-shirts， books； and Angry Birds theme parks in Europe and China. The company makes most of its money from merchandise and advertisers on its games and YouTube channel， with more than a billion views.斯塔爾保：要形容這套卡通，我會(huì)說它和《貓和老鼠》最為接近。我想，我們想做的其實(shí)是手機(jī)一代的《樂一通》。

玩家在這個(gè)99美分的游戲程序中按下一個(gè)按鈕，就能播放每周新推出的三分鐘卡通劇集。

柯克·漢密爾頓：說到底就是好玩，基本上就是拿彈弓彈射小鳥，所以任何人都能理解。

柯克·漢密爾頓是高客傳媒游戲網(wǎng)站的專題編輯。他說，當(dāng)年剛剛起步的Rovio娛樂已經(jīng)讓視頻游戲行業(yè)大吃一驚，它現(xiàn)在同樣能讓電視行業(yè)大跌眼鏡。

漢密爾頓：我想，讓這件事情變得很有意思的是，他們有如此龐大的嵌入式觀眾群體，這些人已經(jīng)在為他們花錢。所以，他們只是把更多能花錢的東西提供給這些人而已。

在推出這款數(shù)字游戲四年后，Rovio這家芬蘭小公司已經(jīng)成為娛樂界的主角之一。

Rovio娛樂與盧卡斯影業(yè)公司聯(lián)手推出了一套《憤怒的小鳥：星球大戰(zhàn)》卡通、游戲以及周邊商品。該公司與二十世紀(jì)?？怂闺娪肮尽ⅰ秶业乩怼罚s志），甚至美國國家航空航天局（NASA）也有合作。現(xiàn)在不僅有《憤怒的小鳥》毛絨玩具、飯盒、T恤和圖書，在歐洲和中國還有它的主題公園。Rovio娛樂公司的大部分收入來自各類商品以及在游戲和YouTube頻道上投放廣告的廣告商，YouTube頻道的瀏覽量更超過了10億。

With its new cartoon series， Rovio is betting on new media to directly collect more revenue[收入] from its fans and advertising partners like Paramount Pictures， and Sony Pictures and BlackBerry.

Executive[執(zhí)行的] vice president[副總裁] Stalbow says that puts Rovio in a unique position.

Stalbow： The worlds changing， where a really small company of 12 people in Helsinki can compete with a big media company who has significantly[值得注目地] more resources， because the platforms[平臺(tái)] are more accessible[易接近的] to everybody. So its an exciting time for any startup out there because the playing field[用于比賽的場地] just got leveled[使平等].

In three years， Angry Birds is set to be a feature length film. Where will it end？ How long will the birds be angry？ And when will those pigs stop stealing their eggs？ Stalbow says there are generations of bad blood[惡感，仇恨] between them， so many more stories to tell on many different devices[裝置].

憑借新推出的卡通系列，Rovio娛樂將賭注壓在新媒體上，以求直接從粉絲和廣告合作伙伴，如派拉蒙電影公司、索尼電影公司和黑莓手機(jī)公司等身上獲取更多的收入。

Rovio公司執(zhí)行副總裁斯塔爾保說，這一舉措將Rovio推到了一個(gè)獨(dú)一無二的位置。

斯塔爾保：世界總在不斷變化，當(dāng)年赫爾辛基一個(gè)僅由12人組成的小公司，如今也能與擁有更多資源的大媒體公司同席競爭，因?yàn)楝F(xiàn)在對(duì)于每個(gè)人而言，平臺(tái)更容易獲得。所以，對(duì)于剛剛起步的初生牛犢而言，這是一個(gè)振奮人心的時(shí)代，因?yàn)橘悎鰟倓備伷剑蠹覚C(jī)會(huì)均等。

《憤怒的小鳥》將在三年后拍成一部故事長片。結(jié)局將會(huì)如何？這些小鳥還要憤怒多久？搗蛋豬們什么時(shí)候才不再偷鳥蛋呢？斯塔爾保說，小鳥和搗蛋豬之間的恩怨由來已久，所以還能用許多種不同的手段講上很多故事呢。