Stroll into any street market in China. In among the watches and handbags you are almost guaranteed to find shoddy knock-offs of Disney characters; perhaps a thick-limbed Woody from Toy Story, or a Rapunzel with lank and detachable hair. That is one of the main reasons the world’s biggest media company has partnered with the government of Shanghai on a new theme park and resort, its first on the Chinese mainland.

　　随便走进中国任何一个路边市场。在各式手表和手袋中间，你几乎肯定能找到假冒伪劣的迪士尼(Disney)人物：或是《玩具总动员》(Toy Story)里四肢发达的伍迪(Woody)，或是披着一头可以摘除的稀疏头发的长发公主(Rapunzel)。全球传媒公司迪斯尼与上海市政府合作开发一个新的主题公园和游乐场——迪士尼在中国内地的首座主题公园，一个主要原因就在于此。

 

　　Disney is not doing this directly to make money. Yes, China’s third-richest city seems to promise everything it could want: hundreds of millions of potential customers within a three-hour radius, many of them with rising disposable income and more free time to spend it. But Shanghai Disney will be a relatively small enclosure, one-thirtieth the size of Orlando, offering an unproven mix of “authentically Disney and distinctly Chinese” content. Even with the usual attractions, Disney’s existing overseas properties struggle to break even. From Paris (opened in 1992) and Hong Kong (2005), for example, the company made a post-tax return of $2m in the quarter ending in December, on almost $4bn of assets.

　　迪士尼这么做并非仅仅为了赚钱。没错，作为中国第三富裕的城市，上海似乎具备迪士尼想要的一切条件：在3小时车程范围内有数亿潜在顾客，其中许多人的可支配收入正不断增长，闲暇时间也越来越多。但是上海迪斯尼的规模将相对较小，占地面积仅为奥兰多迪斯尼的三十分之一，融合“纯正迪士尼本色和中国特色”的说法仍有待证实。即便靠它的那些经典景点，迪士尼在海外的现有产业也都在为实现盈亏平衡而苦苦挣扎。例如，在截至去年12月的季度里，从1992年开业的巴黎迪士尼和2005年开业的香港主题公园，总计近40亿美元的资产，仅实现了200万美元的税后收益。

 

　　More important is the commitment. Disney’s investment of Rmb12.5bn ($1.9bn), spread over the next five years, is equivalent to 1.8 per cent of China’s entire foreign direct investment in 2010. That gesture might just encourage Beijing to relax import restrictions on foreign films (just 20 are allowed in each year), or to allow Disney to sell its products directly, rather than through authorised dealers. Most significant, though, could be the indirect boost to the protection of intellectual property. There’s a good reason the US Copyright Term Extension Act of 1998, which lengthened copyrights by 20 years, is known as the Mickey Mouse Protection Act. If any foreign advocate can galvanise IP reform in China, it’s this one.

　　更重要的，是迪士尼立足中国的承诺。迪士尼计划未来五年在上海投资125亿元人民币（合19亿美元），相当于中国2010年外国直接投资总额的1.8%。这种姿态或许会鼓励中国政府放宽对外国影片的进口限制（目前每年只允许引进20部影片），或者允许迪士尼直接、而非通过授权经销商销售其产品。而最重要的是，此举可能间接促进知识产权保护。美国1998年的《版权期限延长法案》(Copyright Term Extension Act将版权期限延长了20年。该法案之所以被称作“米老鼠保护法案”，是大有原因的。如果说有一个外国倡导者能够激励中国的知识产权改革，那非迪士尼莫属。

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