Entertainment is there to entertain us. To be effective and relevant, your content must be understood from the very first seconds so the target audience doesn’t lose interest. A poorly translated book will be closed by its reader after one or two pages, and a movie in a foreign language without subtitles or dubbing will rarely be watched by a consumer. The goal is to broaden the audience while maintaining the authenticity of the product. To do this, a perfect translation is necessary for the survival and success of the entertainment medium.
Translating a television program, a book or a website is one thing, but selling them in other countries is another. Adaptation and localization are essential for successful integration into a new market. Culture must be well understood. A bestseller in Quebec may not be one in Belgium without adaptation. The risk is great when it comes to localizing entertainment, but the benefits are numerous when it is a success.
Plus, there’s the advantage of increasing a culture’s visibility when entertainment is translated and exported to a foreign market. The South Korean film Parasite could not have won the Oscar for Best Movie in 2019 if it had not been subtitled in dozens of languages, giving many countries the opportunity to watch it.