Rethinking Subtitles for Global Audiences

Yeah, there are standards, but necessity is the mother of invention and change.

Content is the fuel that powers M&E industry growth. To compete in an ever-evolving and expanding marketplace, writers, producers, directors, and distributors must find ways to differentiate themselves across audiences and markets.

With a focus on audience experience, productions have begun experimenting with innovations that enhance the localization of titles and improve the understanding of dialogue. Broad implementation could give the industry new standards to follow.

Rethinking Subtitles

One of the staples of localization is subtitles. Go to any title on any platform that includes foreign language dialogue, and there they are. They will look the same regardless of the language or delivery method. Since silent movies, subtitles have appeared in the lower third of the screen as white text, one line of dialogue at a time. If two people are talking at the same time, it could be difficult for viewers to follow who is saying what. Despite the apparent shortfalls, producers haven't strayed far from industry standards because "if it ain't broke, don't fix it."

But director J.J. Perry's Jamie Foxx-starred Netflix title, "Day Shift," is challenging the subtitle norm with positive results.

Throughout the film, when a character speaks in a foreign language, subtitles are shown outside the lower third, in different colors, near the speaker's body. Those colors follow the character throughout the film.

For example, the lead protagonist in the film is a female vampire, "Karla Souza," whose subtitle, when speaking in Spanish, appears onscreen in red. Foxx's character's Korean dialogue appears in green. When Snoop Dog's character, "Big John Elliott," speaks Japanese to the dry cleaner "Momoko," the caption appears in blue. Her response to him appears near her body in purple.

Source: BBC Academy Guides: How do I create subtitles

While color has been used in subtitles to denote the dialogue of different characters before (as shown above from BBC guidelines), Perry disrupts the lower third "rule" and places the text next to the speaker. This approach is reminiscent of the speech balloons and captions used in comic books and graphic novels. Regardless of why people use subtitles, any improvement that helps better understand the characters and the story is a move in the right direction.

Location, Location, Location No Longer Matters

The COVID pandemic impacted localization workflows significantly. With staff unable to be in the recording studio, localization teams employed in-home studios using cloud-based applications to get the work done.

Seen initially as a short-term response to the pandemic, this model has now become a permanent fixture as localization firms recognize that quality and workflows don't have to suffer, although there are clear limitations. First-release cloud-based dubbing solutions had to overcome several challenges, such as network latency and the ability to interact with other actors, directors, engineers, and room acoustics, while obtaining the same sound quality available in a studio setting.

Today, localization companies such as Deluxe and Zoo Digital offer cloud-based services that allow for the provision of studio-quality recordings. They have opened work opportunities for voice talent from around the world. Proximity to professional recording facilities is no longer necessary for any talented actor with an internet connection to fully participate in creating new film and TV content in their native language. This ability makes it possible for content creators to produce and release their content in countries, languages, and cultures never before accessible.

Creativity will keep fueling innovation

Over the next few months, more innovations assisting in creating global content will be announced and come to market. Unlike previous innovations that required hiring companies to do the work for them, these tools can be utilized by content creators, producers, or distributors themselves, wherever they are located.

Invention is indeed the mother of necessity, but opportunity is what drives the market. We can only imagine what kinds of tales are in store for us.

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