Think closed captioning is only for the deaf? Think again. A study conducted in the U.K. and reported by the BBC found that 80 percent of people who used closed captions have no hearing loss at all.
Much has been said about the way video affects the way we live and do business. It accounts for 74 percent of all online use; more than 500 million people watch videos on Facebook daily. YouTube has over a billion users, and more footage is uploaded to YouTube every day than the major networks have created in the last 30 years.
Prospective clients often ask us why they need a professional to prepare a dialog list. After all, isn’t it simply the script that was used to develop the film or video? (Hint: The answer is no). They often wonder why they need this extra expense. Truth is however, a properly prepared dialog list will guarantee cost savings down the line.
You are watching a foreign film — let’s say, a mercurial love story. Except the timing of the subtitles is a little baffling. An angry volley of dialogue kicks in while they’re kissing. An onscreen slap comes a moment later, but the words have already moved on to apologetic self-denigration. Jarring action, out of sync with the dialogue. Either the love affair is taking place in Bellevue, or you have an inexperienced subtitler at the wheel.
When we think of closed-captioning (CC), we automatically associate it with the hearing-impaired. In fact, approximately 15% of the U.S. population is deaf or experiences hearing problems. Indeed, CC opens the world for viewers with these challenges.
CMI is proud to have provided the Parisian French theatrical dub for the sci-fi thriller, Kill Switch starring Dan Stevens, Bérénice Marlohe, and Tygo Gernandt. The film plot revolves around a military experiment to harness unlimited energy which goes horribly awry, leaving a pilot with no choice but to fight through an imploding world to save his family and the planet itself. Film Nation entrusts CMI to handle extensive theatrical dubs and subtitles for their international releases, relying on CMI's 30 plus years of localization experience for major Hollywood movie studios.
Subtitling in film has been around for more than a century. When film was invented, it was almost a decade before the first “subtitles” started spelling out the dialogue in a silent film. Today, subtitling is the easiest and most inexpensive way to localize video. Good subtitling is seamless. If done right, the viewer hardly notices they are reading while watching the subtitled video. If not done well, the subtitles can be distracting and obtrusive.
Video is one of the fastest growing mediums globally. It is a powerful way to communicate your brand story and build relationships with your customers and prospects. According to HubSpot, including a video on a landing page can increase conversion rates by 80%. One-third of all online activity today is spent watching video. Cisco estimates that by 2020, nearly a million minutes of video content will cross the Internet every second!
You’ve spent a great deal of brainpower, time and money creating your content. That can all go to waste on the global stage if localization, either through subtitles or dubbing/voiceovers, are done unprofessionally.
What can go wrong in video localization?