London-based Titles-On invests in NEXT-TT

Broadcast media and localisation specialists PBT EU announced today that London-based company Titles-On has invested in the NEXT-TT localization workflow management technology platform to bolster the company’s infrastructure. NEXT-TT’s wide-ranging functionality has provided Titles-On with a powerful backbone designed to further support the whole organisation, in one single efficient system.

May Day - Quirky Global Traditions

1st May is a special day around with the world, with May Day marking the beginning of summer. May Day festivities often have their roots in pagan or ancient religious traditions, with many quirky traditions across the globe.

woman at computer

Should classic lines be translated or kept as they were originally?

Should classic lines be translated or kept as they were originally?

Especially nowadays in a media landscape full of remakes and sequels the question is certainly interesting. There are lots of well known quotes from older films that simply do not make sense to modern viewers, so would it be more sensible to have those changed to be more understandable in newer adaptions? And that's of course forgetting about foreign language dubs that are released later down the line; how do we adapt these lines for those audiences?

One major example of this is Casablanca. This film, originally released in 1942, is famously known for the line "Here's looking at you, Kid.” You’ve probably heard this quote at some point but not the context in which it is said.

The quote has become an idiom, along the lines of other iconic quotes like “Here’s looking at you, kid.”, “We’re gonna need a bigger boat.”, and “Toto, I’ve got a feeling we’re not in Kansas anymore.”

An idiom is a group of words that means something we collectively understand, but the meaning has no obvious connection to the words in the group.

This was completely unintentional on the part of the filmmakers; the script originally called for Humphrey Bogart to say “Here’s good luck to you kid.” But when Rick stood in front of Lisa in the closing moments of Casablanca, Bogart flipped the script.

The phrase "here's looking at you" was actually popular slang in the 1930s, just years before Casablanca came out in 1942 and many interpret the line to mean that Rick is telling Lisa that he'll always be looking after her and loves her, however the line has also been attributed to a comment he made to Ingrid Bergman as he taught her poker between takes.

The line has since become well-known and is commonly referenced and quoted in modern media, but should the lines stay the same just because they are well known? Even if the lost historical context no longer applies?

Tell is what you think?

woman at computer

Five reasons the global localisation industry is growing faster than ever.

Since 2013, the amount of people working in the translation industry has doubled and employment is expected to grow further as we move forward. Here are just five reasons why the industry has grown and is set to grow even further over the coming years - if you are a translator looking for new and exciting opportunities, now is the time to get involved!

1. The pandemic
Like many industries, translation was greatly impacted and changed by the pandemic. Trends that were already in the beginning stages, such as working from home and e-learning, greatly accelerated which has been great for company's such as Titles-On that values home working as an effective way to connect teams across the globe. This trend seems to be continuing with more businesses willing to work remotely and smartly for the benefit of the environment and connectivity.

2. Tech and Globalisation
For innovation in tech to thrive, communication between different parts of the world is necessary. Naturally we need more translators and interpreters to aid communication. Worldwide connections are now regarded as a fundamental part of all communications, especially film and television which not only entertains, but informs and educates as well.

3. Short-form video and streaming services
With younger generations living their lives online there's been a need to adapt content for an online market. Apps with short form content like YouTube and TikTok are bigger than ever and streaming services like Netflix, Disney Plus and more continue to keep growing. There's also been huge growth when it comes to foreign films and shows, with successes like Parasite and Squid Game showing that people on a large scale want to see stories from other cultures.

4. More people want to translate
The amount of people wanting to break into the translation industry has grown. For many people who lost their job during the pandemic, turning to their language skills gave them an opportunity to earn from their home, whilst being able to work flexibly. The field is simply becoming more attractive to more people as they rethink their priorities and values.

5. Artificial intelligence
While automatic translations by machines have become much better over the years, it's not perfect. Saying that, these tools offer exciting opportunities for the future, and combined with human translators who may have tacit knowledge that some machines lack, translation is an exciting realm to be in.

If you are a translator who is considering a career in the film industry, we can recommend some great courses in audiovisual translation and media localization - get in touch!

woman at computer

The 1-inch-tall barrier of subtitles

In 2019, 'Parasite' became the first South Korean film to win an Oscar for Best Picture, after the win director Bong Joon-ho said, “Once you overcome the 1-inch-tall barrier of subtitles, you will be introduced to so many more amazing films.”