Audiences love foreign TV and film. So do streamers. There’s just one little challenge. RafaelMotamayor reports on how audiences are embracing subtitles and how platforms are navigating an array of global nuances as they localize new movies and shows
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When Squid Game dropped on Netflix and became a global sensation, it didn’t take long for complaints to pour in about how clumsily the show’s original Korean dialogue had been translated. Lines were mangled; character traits were flubbed; honorifics were mishandled. The show unintentionally served as an example of how localization can go wrong.
Even with all that checking, an airtight pivot script doesn’t guarantee a perfect adaptation. Sometimes a script will give you literally no options to translate something, as is the case with made-up words. HBO’s Game of Thrones famously made headlines when it revealed how Hodor got his name.
According to Fredriksson, because each platform follows its own distribution guidelines, the differences can critically affect a given title’s subtitles. When a title hopscotches from one streamer to the next, or goes from theaters to streaming, oftentimes the subtitles are redone from scratch to meet the platform’s requirements. Netflix’s guidelines specify everything from the positioning of subtitles, alignment, bolding, and italics.
Fredriksson’s solution to this, as with “balrogs,” is to leave certain things untranslated. Though Swedish doesn’t have words for “sir” or “ma’am,” those English words have gone untranslated yet subtitled in shows and movies for decades, to the point where Swedish audiences simply take them for granted and internalize their meaning. “The more you see it, the more you get used to it,” he says. Longtime anime fans know what he’s saying.
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